Published Paper Details:

Drop culture refers to a marketing tactic when brands create demand through scarcity, exclusivity and digital interactions released as limited-edition products. While much literature covers themes such as scarcity marketing, social media impacts, FoMO and resales separately, few studies look into consumer behaviour within drop culture. Thus, this study qualitatively researched what drives consumers psychologically, socially and behaviourally to buy into limited-edition releases. Design/methodology/approach: Using triangulation methodology, this study conducted an exploratory qualitative study. Data was gathered through 15 semi-structured interviews and an online questionnaire with 287 valid responses. Thematic analysis was conducted on both data sets using Braun and Clarke's (2006) six-phase methodology. Findings: Four themes emerged: Exclusivity and Status, FOMO and Purchase Urgency, Community and Brand Connection, and Resale and Hype. The findings of this study conclude that consumers do not simply buy a product; they buy into an idea. Symbolic value, self-expression, community and belonging, and potential resale value were all contributors to customers' decision-making. Social media can enhance hype and consumers' pre-purchase excitement. Originality/value: This study offers qualitative insight into consumer psychology and current digital consumerism.