My deal expires soon : can time restriction and exclusivity induce clickthrough in hospitality promotional offers? / Erin Yirun Wang, Lawrence Hoc Nang Fong, Nia Sok Teng Lo, and Fangfang Shi.

Includes bibliographical references (pages 10-11).

The high penetration level of information and communication technology presents challenges for hospitality marketers in designing a promotional offer that stands out from the plethora of social media posts and mobile text messages received by potential customers. Without users’ clickthrough on the posts or hyperlinks, purchases will not occur. This study explored time restriction as a determinant and offer exclusivity as a moderator of clickthrough. Drawing from a scenario-based experiment, the results showed that a time-restricted offer, but not an exclusive offer, induced clickthrough intention through positive offer evaluation. A convergent result was revealed in the field experiment that examined actual clickthrough. Moreover, the time restriction effect was contingent on offer exclusivity. Their dynamics add knowledge to the advertising and hospitality marketing literature. It is recommended that hospitality marketers impose time restrictions to increase clickthrough rate and it is not advisable to incorporate exclusivity messages in their promotional offers.