









































Pa
ge

 
1



Pa
ge

 
15

7

American Journal of  Economics and 
Business Innovation (AJEBI)

Scarcity Marketing: The Role of  Consumer Behavior in the Rise of  the “Anik-Anik” 
Trend of  Pop Mart’s Collectible Blind Box Figurines

Erika F. Bacay1*, Jericho S. Angangan1, Margotte Lyra T. Fernes1, Jed Joseph A. Francisco1, Francine Mhay D. G. Ricohermoso1

Volume 4 Issue 2, Year 2025
ISSN: 2831-5588 (Online), 2832-4862 (Print)

DOI: https://doi.org/10.54536/ajebi.v4i2.4949
https://journals.e-palli.com/home/index.php/ajebi

Article Information ABSTRACT

Received: April 05, 2025

Accepted: May 08, 2025

Published: June 13, 2025

This study analyzes the effect of  scarcity marketing in the rise of  the “Anik-Anik” trend 
through consumer behavior toward Pop Mart’s collectible blind box figurines. The 
researchers utilized a mixed-method approach through a semi-structured survey, in which 
data were collected from 100 active pop mart buyers in Marikina City, particularly senior high 
school and college students. The quantitative data revealed that while some consumers were 
neutral, the overall mean score indicates that scarcity marketing has significantly affected 
their purchasing behavior which resulted in the “Anik-Anik” trend. The qualitative findings 
further support and justify the results in quantitative data where responses show significant 
reactions and expressions through self-identity and culture. Results show that scarcity 
marketing significantly affects the rise of  the “Anik-Anik” trend by triggering consumer 
behavior, particularly through psychological and behavioral responses: FOMO, impulsivity, 
overconsumption, hoarding, word of  mouth, and social media trends. Lastly, the researchers 
of  this study recommend responsible marketing, especially to Gen Z, broaden the scope 
of  the study, particularly its respondents, and conduct the study on a longer time frame to 
thoroughly analyze the effect of  scarcity marketing on consumer behavior over a long time.

Keywords
Collectible Blind Box Figurines, 
Consumer Behavior, FOMO 
(Fear of  Missing Out), Hoarding, 
Impulsivity, Limited-Edition, 
Overconsumption, Pop Mart, 
Scarcity Marketing, The “Anik-
Anik” Trend

1 Business Administration, FEU Roosevelt, Marikina City, Philippines
* Corresponding author’s e-mail: ebacay@feuroosevelt.edu.ph

INTRODUCTION
Pop Mart was founded by Wang Ning in 2010 and started 
as a small gift shop in Beijing China that sells vinyl toy 
products and special gifts. However, the company faced 
challenges with their traditional toys which led them 
to the innovation of  “art toy” or “toy in a blind box” 
(Prasertsri, 2024). In 2016, Pop Mart launched their 
first blind box toy series designed by Kenny Wong 
called “Molly” which boosted and made the company 
known globally, particularly in Asia. According to 
Parcinq Magazine (2025), Pop Mart’s growth of  62% 
in 2024 has caused global recognition, especially with 
the fashion industries, pop culture, and Generational Z 
as the company continuously expands its collaboration 
with famous artists, designers, and brands like Lisa from 
Blackpink, SKULLPANDA, and Walt Disney.
The idea of  a blind box and limited-edition collection 
of  Pop Mart has generated excitement and suspense for 
collectors and even for first-time consumers (De Asis, 
2025), and this is where Pop Mart’s marketing strategy 
“Scarcity Marketing” plays a vital role in their worldwide 
success. As Pop Mart’s collectible figurines are released 
depending on the themes and collection, it generates a 
sense of  FOMO or fear of  missing out on customers 
resulting in a greater demand even with a limited amount 
of  supply available because collectors are targeting to 
either complete or get the rarest toy. The psychological 
effect and drive for motivation on consumer behavior 
because of  their desire to join the trend has made the 
chase to scarcity valuable to Pop Mart (Hoai & Phan, 

2025).
With Pop Mart’s global success, the company was 
also able to penetrate different social media platforms 
particularly TikTok where their collectible blind box 
figurines were made as a statement of  one’s culture and 
artistic expression; the rise of  the Anik- Anik trend 
to Filipino Culture (Singh, 2024). “Anik-Anik” is a 
Tagalog word for “ano- ano” which reflects the culture 
of  many Filipinos to store sentimental items and 
utilize them to celebrate, remember, and tell stories 
that hold close to their hearts. While the “Anik-Anik” 
trend became a staple item in fashion it also created 
communities that buy, sell, and trade Pop Mart’s 
collectibles. Meaning, Pop Mart was able to foster a 
movement where consumers were motivated to buy 
toys in collectible markets because of  their emotional 
impact on their customers’ lives.
Pop Mart’s strategic approach demonstrates how success 
is fueled by understanding consumer behavior and the 
emotional impact of  limited-edition products. In this 
study, the researchers would be able to provide new and 
existing companies with useful understanding of  how 
scarcity marketing affects customer satisfaction and 
profitability by analyzing how scarcity marketing affects 
consumer behavior at Pop Mart that contributed to the 
emergence of  the “Anik-Anik” trend and how the trend 
continues to grow in a scarce market. Furthermore, only 
one hundred active Pop Mart buyers in senior high school 
and college students at Marikina, City, Philippines would 
participate in this study.



Pa
ge

 
15

8

https://journals.e-palli.com/home/index.php/ajebi

Am. J. Econ. Bus. Innov. 4(2) 157-167, 2025

LITERATURE REVIEW
The Relationship between Scarcity Cues, Fear of  
Missing Out (FOMO), Consumer Impulsivity, and 
Overconsumption
Scarcity cues are an indication that something or a 
certain product is limited or difficult to buy (Dahmiri 
et al., 2023). This cue can trigger fear of  missing out or 
FOMO as the customer may feel that they need to take 
immediate action before the product runs out. According 
to Zhang (2022), the emotion “FOMO” is defined as a 
person’s fear of  losing or missing an opportunity that 
most people experience. This relationship is called the 
theory of  motivation which states that when people see 
others or their closest ones, they become easily interested 
because of  the psychological desire for recognition and 
belongingness in a group. Therefore, scarcity cues result 
in consumers’ FOMO because of  the dread it creates and 
the feeling of  needing to experience limited things.
Pop Mart’s knock-up marketing strategy led to many 
controversies such as hoarding and impulsive buying. 
The strategy that stands out from Pop Mart’s ability to 
effectively sell blind boxes to consumers is devising a 
sense of  curiosity and uncertainty to a mystery subject 
(Diokno et al., 2024). The temptation to make known 
something that is unknown makes up an interesting 
trajectory in driving the thrill consumers to impulsively 
purchase a blind box. According to Diokno et al. (2024), 
this analysis shows that wealthier consumers indulge in 
impulsive buying, while the lower income would rather 
prioritize affordability when making choices. However, it 
still leads to a consumer impulsively purchasing a blind 
box to satisfy their desire regardless of  their essential 
differences. Hence, consumers develop a confusing point 
in their purchase decision which makes it complicated for 
them to decide whether it’s a need or a want.
The rise of  the “Anik-Anik” trend can be directed to 
scarcity marketing as it conveys a significant effect on the 
responses of  consumers (Sun et al., 2022). The analysis 
cultural dynamics of  Dewan (2025), argues that the 
“Anik-Anik” trend transcend mere consumer behavior 
and becomes an important part of  one’s identity, 
Historically, scarcity engages to not having enough of  
an individual’s needs. In a scarce market, it strategizes to 
seemingly attract consumers to purchase products before 
the discount, promo, or even the product itself  goes away. 
By limiting stock availability and offering time-sensitive 
discounts, scarcity marketing encourages consumers to 
purchase impulsively, leading to increased sales and the 
rise of  collectible trends. This strategy fosters a cycle of  
continuous demand, where consumers feel compelled 
to collect and showcase limited-edition items, further 
reinforcing the market’s success. Thus, drawing attention 
to a certain product can lead to an increase the sales in the 
market through limiting the stocks.
H1: Scarcity marketing has a direct impact on consumer 
psychological responses through the emotion “FOMO” 
or fear of  missing out and impulsivity.

The Influence of  Scarcity Marketing on the 
Maximalist Hoarding and Notes on Filipino Culture
“Anik-Anik” discourse has come a long way that binds to 
a pattern of  overconsumption of  “little nothings” among 
consumers (Pontejos et al., 2024). Scarcity marketing 
strategically encourages consumers to compulsively 
purchase “Anik-Anik” driven by the desire to hoard and 
over-consume a product. The impulse to fill an entire 
space with random little things is the motive force of  
maximalism. According to Japutra et al. (2025), the dark 
side of  jumping into the scarcity market leads to negative 
outcomes such as anxiety and obsessive-compulsive 
behaviors but for the business, it results in an increase 
in sales and profit. Thus, scarcity marketing significantly 
raises the maximalist trend of  hoarding and filling up a 
clear space with “Anik-Anik” to collect and showcase it 
to the public creating an influencing interest.
Bundang and Simangan (2024) explored the evolving 
meaning of  “Anik-Anik” within Filipino culture,
focusing on its connection to sentimentality, maximalism, 
and socioeconomic context. It found that “Anik-
Anik” referred to more than just random objects; it 
encompassed items imbued with personal meaning and 
memories, often passed down through generations. The 
online discourse surrounding “Anik-Anik girlies” revealed 
a tension between appreciating the sentimental value of  
diverse collections and recognizing how some collections, 
particularly of  trendy or expensive items, could become 
markers of  social class.
Preview Magazine’s 2024 article talks about the Filipino 
trend of  collecting “Anik-Anik,” which refers to small 
trinkets, charms, and cute little items. This explains that 
Filipinos love to collect these items because they allow 
them to express their creativity, tell personal stories, and 
showcase their style while holding sentimental value and 
memories. According to Singh (2024), the “Anik-Anik” 
trend is a form of  sentimental maximalism that transcends 
cultures rather than a mere accessory. It signifies Filipino 
culture to hold onto random items that signify an important 
story of  their individuality. Thus, the “Anik-Anik” trend is 
a cultural connection to remnants of  the past, heritage, and 
the impalpable dimension of  the self.
H2: Scarcity-driven trends reinforce hoarding and 
overconsumption to fill vacant spaces.

The Impact of  Scarcity Marketing on Pop Mart’s 
Business Growth
Guanhua (2024) explored the reasons why people are 
drawn to buy Pop-Mart’s blind box collectible figurines, 
focusing on 200 Pop-Mart consumers in Shanghai, most 
of  whom were white-collar workers. The emotional 
excitement of  opening a blind box without knowing 
what’s inside triggers a psychological response similar 
to the thrill of  gambling: happy, curious, and tempting. 
This results in uncertainty and anticipation which creates 
a rush of  dopamine or feel-good hormones, making the 
experience addictive for some consumers. When addiction 



Pa
ge

 
15

9

https://journals.e-palli.com/home/index.php/ajebi

Am. J. Econ. Bus. Innov. 4(2) 157-167, 2025

happens, the strong desire to complete a collection comes 
quickly. Since some figurines are rare, collectors feel 
motivated to keep purchasing them until they find the 
ones they’re missing. This taps into the human need for a 
sense of  accomplishment and fulfillment, as completing a 
set provides a feeling of  satisfaction and pride.
Ma (2022) highlights that scarcity marketing not only 
increases immediate sales and customer’s repeat purchase 
but also helps build a strong brand image which creates 
hype or trend. Products become more desirable because 
they are seen as rare and exclusive. This makes consumers 
feel proud to own them, which adds emotional value to 
the purchase. Additionally, scarcity marketing helps Pop 
Mart maintain higher prices because people are willing to 
pay more for items they believe are special or hard to find. 
From a business perspective, this strategy helps Pop Mart 

manage its inventory more efficiently. Since products 
are produced in limited quantities, there’s less risk of  
unsold stock, which saves costs. According to Hasan 
(2025), adopting digital transformation such as social 
media platforms, enhances performance and competitive 
advantage in the market. The excitement around rare items 
also generates free publicity through word-of-mouth and 
social media, as customers love sharing their collections and 
experiences online. This creates a continuous buzz around 
the brand without spending much on traditional advertising. 
Overall, scarcity marketing has helped Pop Mart grow 
rapidly, expand globally, and maintain a loyal customer base.
H3: Scarcity Marketing positively impacts Pop Mart by 
increasing product demand.

Conceptual Framework

Figure 1: The Mediation Model

A conceptual framework is a visual representation that 
guides researchers in illustrating the cause and effect of  
a complex phenomenon (Salomao, 2023). According to 
Aas and Melle (2017), the mediation model identifies 
the mechanism between the two variables and how the 
independent variable affects dependent variable through 
a mediating variable. The researchers want to provide a 
clearer explanation of  the effect of  scarcity marketing 
on the “Anik-Anik” trend by analyzing and showing the 
mediator variable as consumer behavior. In this way, 
the study could analyze and answer the statement of  
the problem “how” regarding the relationship between 
scarcity marketing, consumer behavior, and the rise of  
the “Anik-Anik” trend rather than testing if  scarcity 
marketing affects the “Anik-Anik” trend by a simple 
“yes” or “no” answer. The independent variable is 

scarcity marketing as it is the key variable examined in this 
study, which affects both consumer responses and the 
rise of  the “Anik-Anik” trend. Furthermore, although the 
researchers will focus on scarcity marketing and the rise of  
the “Anik-Anik” trend, analyzing the mediating variables 
of  consumers’ responses will allow the researchers to 
understand how the independent variable influences the 
dependent variable. Lastly, the control variables are age, 
gender, location, product, types of  buyers, and social 
media community groups to be kept constant as it will 
not just reduce biases in this study but also avoid affecting 
or changing the focus of  the study.

Research Questions
This study aims to analyze the effect of  scarcity 
marketing on the rise of  the “Anik- Anik” trend of  Pop 



Pa
ge

 
16

0

https://journals.e-palli.com/home/index.php/ajebi

Am. J. Econ. Bus. Innov. 4(2) 157-167, 2025

Mart’s collectible blind box figurines through consumer 
behavior.
1. How does scarcity marketing affect consumer behavior 

toward Pop Mart’s collectible blind box figurines?
2. How does scarcity marketing raise the “Anik-Anik” 

trend?
3. How does the “Anik-Anik” trend continuously grow 

in a scarce market?

MATERIALS AND METHODS
Research Locale
This study will be conducted in Marikina City, Philippines. 
Marikina City is recognized as a growing urban center 
characterized by a mixed demographic of  middle-class to 
upper-class families. According to the Schools Division 
Office of  Marikina City, there are 39 schools in the 
city as of  2024 which allows the researchers to target 
respondents, particularly senior high school and college 
students aged between 16- 24 years old, who are active 
Pop Mart buyers. Furthermore, Marikina City consists of  
a diverse gender population, making it an ideal location 
for examining the effects of  scarcity marketing on a 
broad demographic.

Sampling Method
The researchers will utilize purposive sampling, a non-
probability sampling where survey respondents will be 
selected based on the criteria to provide relevant answers 
to the study’s objectives without limiting representation 
and to reduce selection bias. The study will be paired 
with a descriptive research design to provide accurate 
description, results, and analysis on the phenomena. The 
respondents will first answer the pre-assessment criteria: 
Has purchased Pop Mart Collectible Blind Box Figurines 
whether it is from Labubu, Crybaby, Molly, Hirono, and 
SKULLPANDA collection from previous years and 
during this year, type of  buyers such as casual, regular, or 
hardcore buyers, and the respondents must be aware of  
the limited-edition or scarcity marketing strategy of  Pop 
Mart. Thus, the respondents will be 100 active Pop Mart 
buyers from senior high schools and college students 
in Marikina City aged between 16-24 years old. The 
researchers will identify respondents through social media 
platforms, particularly Facebook groups where Pop Mart 
collectors interact. Additionally, physical surveying will be 
conducted in the schools within Marikina City to identify 
students who can participate in this. The researchers will 
provide a consent form to ensure participants that the 
data collected will only be used for the significance of  
this study.

Data Gathering Procedure
The researchers will conduct and gather data through 
semi-structured surveys which include pre-screening 
criteria, Likert scale, and open-ended questions to 
identify patterns, and trends, and understand the decision 
behind the responses of  the one hundred senior high 
school and college students active Pop Mart Buyers aged 

16-24 years old in gender diverse population at Marikina 
City, Philippines. The researchers would first identify the 
active Pop Mart buyers through social media platforms, 
particularly Facebook collector groups, and physical 
surveying of  schools in Marikina City which will be 
answered via Google Forms. The one hundred active Pop 
Mart buyer respondents would be given a brief  discussion 
regarding the survey and would be given a consent form 
to ensure confidentiality and ethical concern of  data.
The survey would be conducted with a maximum period 
of  two weeks to allow researchers to analyze data behind 
numbers, specifically the effect of  scarcity marketing on 
consumer behavior, how it results in a trend, and how 
the trend is growing in a scarce-driven market. The 
study will utilize a mixed-method approach which allows 
for quantitative and qualitative analysis of  responses. 
The quantitative data analysis includes closed-ended 
questions and Likert scale items to be calculated through 
calculation of  mean and standard deviation answers of  
the respondents. Additionally, the researchers will utilize 
qualitative data analysis, particularly open-ended questions 
through thematic analysis to look for key insights and 
understand the responses behind numerical data.

Instrument 
The instrument to be utilized in this study will be a 
semi-structured survey questionnaire though Google 
Forms Survey that contains Likert scale and open-ended 
questions to collect both quantitative and qualitative 
data. The study will have pre- screening criteria and 
demographics to be followed by the Likert-scale items 
to assess the psychological and behavioral responses of  
respondents regarding their perception of  the “Anik-
Anik” trend. Lastly, to provide reliable and detailed 
explanations of  respondents’ insights into why and how 
Pop Mart’s scarcity marketing affects their consumer 
behavior resulting in the rise of  the “Anik-Anik” trend.

Statistical Treatment of  Data 
The data analysis of  this study will be conducted through 
an approach of  both quantitative and qualitative analysis. 
The quantitative analysis will consist of  responses from 
Likert-scale items which will be calculated through 
calculation of  mean and standard deviation of  ungrouped 
formula to analyze similarities, patterns, frequency of  
responses, and how strongly scarcity marketing affects 
consumer behavior. On the other hand, the responses 
to open-ended questions will be done through thematic 
analysis to further analyze the influences behind consumer 
behavior which increases the growing popularity of  the 
“Anik-Anik” trend.

Scope and Limitations
The researchers targeted 100 active Pop-Mart buyers from 
senior high schools and college students in Marikina City 
aged between 16-24 years old which will be conducted 
with a maximum period of  two weeks. The study 
focuses on how scarcity marketing affects the rise of  the 



Pa
ge

 
16

1

https://journals.e-palli.com/home/index.php/ajebi

Am. J. Econ. Bus. Innov. 4(2) 157-167, 2025

“Anik-Anik” trend among these students. Additionally, 
the study will provide mediating variables to analyze 
consumer psychological and behavioral responses which 
relate both to scarcity marketing and the “Anik-Anik” 
trend. Although this study is limited by its one hundred 
respondents, biases in survey responses, and short time 
frame, the findings would still be relevant because of  the 
specified sample surveyed. This will allow the researchers 
to analyze data behind numbers relevantly, specifically the 
effect of  scarcity marketing on consumer behavior, how 
it results in a trend, and how the trend is growing in a 
scarce-driven market. Through the combined findings, 
the researchers would be able to analyze how scarcity 
marketing strategy affects consumer behavior resulting in 
the rise of  the “Anik-Anik” trend.

RESULTS AND DISCUSSION
Results
The researchers focused on analyzing the effect of  
scarcity marketing on the rise of  the “Anik- Anik” trend 
of  Pop Mart’s collectible blind box figurines through 
consumer behavior. This study utilized a mixed-method 
approach, consisting of  quantitative and qualitative data 
to analyze key insights and understand the responses 
behind numerical data. A total of  100 active pop mart 
buyers in Marikina City were surveyed using purposive 
sampling to ensure that the data are relevant and accurate. 
The following table, graph, and analysis present the key 
results observed: 

Respondents
The study was composed of  100% active Pop Mart 
buyers from Marikina City.

Type of  Buyers
Casual buyers comprise 71%, regular buyers with 22%, 
and hardcore buyers with 7%.

Figure 2: Active pop mart buyers

Product Types
Most of  the respondents are Hirono buyers, comprising 
43%, followed by Labubu buyers at 26%, Crybaby at 
13%, Skullpanda at 8%, Molly at 7%, and others at 3%.

Figure 3: Purchased pop mart collectibles

Figure 4: Type of  buyers

Age
Age 16-18 consists of  11% and age 19-24 consists of  
89%.

Figure 5: Age

Academic Level
College students consist of  90% and senior high school 
students have 10%.

Figure 6: Academic level

Quantitative Data
Table 1 shows how does scarcity marketing affects 
consumer behavior, with an overall mean of  3.39 and 
a standard deviation of  1.18, resulting to a neutral 
interpretation.
Table 2 shows how scarcity marketing raises the “Anik-
Anik” trend, with an overall mean of  3.80 and a standard 
deviation of  0.96, resulting in an agreed interpretation.



Pa
ge

 
16

2

https://journals.e-palli.com/home/index.php/ajebi

Am. J. Econ. Bus. Innov. 4(2) 157-167, 2025

Table 3 shows how the “Anik-Anik” trend continuously 
grows in a scarce market, with an overall mean of  3.61 
and a standard deviation of  1.16, resulting in an agreed 
interpretation.

Qualitative Data 
Theme 1: The Consumer Behavior to Scarcity Marketing 
Emotionally intense reactions were common among 
respondents encountering limited edition Pop Mart 
figurines such as feelings of  urgency, anxiety, and a fear of  

missing out (FOMO). Respondent 17 stated that “When I 
see it’s limited, I feel like I have to buy it immediately,” and 
respondent 14 also said that “I have a fear of  missing out, 
so I usually tend to buy the limited edition one.” These 
reactions show how scarcity marketing triggers emotional 
urgency and impulsivity among consumers as most of  
the responses reflected impulsive buying behaviors like 
“I panic buy” and “I don’t think, I just buy.” That is why 
after buying, most respondents felt satisfaction and pride, 
while a smaller portion felt regret with the respondents 

Table 1: Marketing affects on consumer behavior
PART I Mean SD Interpretation
I have purchased multiple Pop Mart blind boxes at once impulsively to increase 
my chances of  getting a rare figurine.

3.28 1.15 Neutral

I have spent more money than expected on Pop Mart collectibles due to their 
limited availability.

3.43 1.10 Agree

The fear of  missing out (FOMO) makes me check for new Pop Mart releases 
more frequently.

3.09 1.23 Neutral

I sometimes buy Pop Mart collectibles even if  I do not really need them. 3.55 1.09 Agree
I feel anxious or pressured to buy Pop Mart blind boxes when I see others 
purchasing them due to their limited availability.

2.92 1.24 Neutral

Seeing Pop Mart collectibles featured in social media trends (e.g., unboxing 
videos, viral posts) by influencers or celebrities increases my desire to buy them.

4.05 0.93 Agree

Overall mean 3.39 1.18 Neutral

Table 2: Marketing raises the “Anik-Anik” trend
PART II Mean SD Interpretation
The idea of  limited supply or scarcity marketing directly affects my consuming 
behavior.

3.69 1.00 Agree

My consuming behavior aids the rise of  the "Anik-Anik" trend. 3.84 0.95 Agree
Limited availability and exclusivity of  the "Anik-Anik" items encourage me to 
buy more.

3.77 1.03 Agree

The "Anik-Anik" trend is not just toys for me they are also a representation of  
my personal style and culture.

4.04 0.84 Agree

Rare and time-limited collectibles make me participate in the "Anik-Anik" trend 
even more.

3.68 0.99 Agree

The rise of  the "Anik-Anik" trend has greatly affected my purchasing behavior. 3.75 0.91 Agree
Overall mean 3.80 0.96 Agree

Table 3: The “Anik-Anik” trend
PART III Mean SD Interpretation
Pop Mart's marketing strategy contributes to the growing popularity of  the 
"Anik-Anik" trend.

4.12 0.86 Agree

I have joined online communities (e.g., Facebook groups, TikTok trends) to stay 
updated on Pop Mart collectibles.

3.43 1.21 Agree

Seeing others collect Pop Mart figurines encourages me to buy more for myself. 3.75 0.99 Agree
The excitement of  unboxing a Pop Mart blind box makes me want to buy more 
even if  l am not sure of  what is inside.

4.02 0.93 Agree

I prefer buying Pop Mart blind boxes in bulk to increase my chances of  getting 
rare items.

3.13 1.23 Neutral

I am willing to spend extra money to get a rare Pop Mart figure from resellers. 3.22 1.30 Neutral
Overall mean 3.61 1.16 Agree



Pa
ge

 
16

3

https://journals.e-palli.com/home/index.php/ajebi

Am. J. Econ. Bus. Innov. 4(2) 157-167, 2025

stating positive and negative emotions particularly: “I’m 
happy I got it,” “I’m proud of  my collection,” “I spent 
too much,” and “I didn’t need it, but I bought it anyway.” 
This shows that the utilization of  scarcity marketing 
techniques successfully creates FOMO and impulse 
buying among customers of  Pop Mart which increases 
the psychological perception of  value and the propelling 
force to take actions, such as making purchases, even 
when not contemplating actual usage or consumption.

Theme 2: Scarcity Marketing Raise the “Anik-Anik” 
Trend
Pop Mart figurines in blind boxes evoke an emotional 
response tendency in the consumer, especially inclination 
towards such behaviors which include “impulsive 
buying”, “fear of  missing out (FOMO)” like attitudes, 
with “urgency”, and even “excitement”. Such crowd 
moves tend to cause a demand upsurge and enhance its 
trend as respondent 23 expressed, “Every time I see that 
there are few stocks left, I panic and feel like I need to 
buy immediately,” and respondent 67 shared, “Knowing 
that it’s limited makes it more valuable. I feel proud when 
I complete my collection.” This means buyers act fast 
and spontaneously purchase that rare item to meet such 
demands. Under the “Anik-Anik” trend, buyers go on 
to fashion collections that express emotional elements 
of  nostalgia, individuality, and belongingness. Most 
of  the respondents answered that their “Anik-Anik” 
are reflection of  themselves and identity, particularly 
respondent 94 which said, “I choose figurines that remind 
me of  my childhood. It feels personal.” Hence, scarcity 
marketing drive sales and at the same time strengthens 
emotional bond and makes this collection meaningful 
rather than material through self-identity and emotional 
expression. 

Theme 3: Scarcity Marketing in a Scarce Market 
Most participants believe the “Anik-Anik” trend will 
continue growing due to market visibility and active online 
engagement which was seen through respondent 67 “I 
think it will keep growing because there are always new 
designs.” Although a few respondents anticipate eventual 
decline, respondent 72 said, “Trends don’t last forever, 
maybe after a few years it will disappear too.” The visual 
appeal and artistic design of  figurines capture collectors’ 
interests. People are attracted by beauty, uniqueness, and 
the decorative function of  Pop Mart items, respondent 
59 stated “I love the story behind the designs; they’re art 
pieces to me.” This affects consumers behavior to explore 
brands and respond to hype which will motivate Filipinos 
to engage in the “Anik-Anik” trend since it fuels the 
desire to collect and keep seeking more items, resulting to 
its continuous growth as respondent 58 clearly stated that 
“It’s part of  our culture now, not just a hobby.”

Discussion
The findings of  this study indicate that scarcity marketing 
significantly affects consumer behavior, particularly on 

Pop Mart’s collectible blind boxes, which resulted in the 
“Anik-Anik” trend in Marikina City. The researchers 
utilized a mixed-method approach which reveals that 
psychological and behavioral responses to scarcity are 
major drivers of  consumer behavior in this niche market. 
The demographic data displayed that many of  the 
respondents are college students aged 19–24, suggesting 
that the Anik-Anik trend is predominantly embraced 
by the youth who are likely influenced by social media, 
particularly Facebook and TikTok, and peer trends. Most 
of  the buyers identified themselves as casual buyers, 
which has a percentage of  71%, which means that they 
may not be deeply invested, indicating that while they 
may not be deeply invested and committed to collecting, 
they are still highly influenced by Pop Mart’s scarcity 
marketing strategies and influencer promotions. In 
terms of  active Pop Mart buyers’ product preference, 
the collection, Hirono, with 46% and Labubu with 23%, 
dominate among the collectible figurines, which means 
that specific characters and collections may carry greater 
psychological, behavioral, and aesthetic appeal to produce 
and grow a trend such as the “Anik-Anik.”
The findings in Table 1 of  quantitative data indicate 
that scarcity marketing has a moderate influence on 
Pop Mart’s consumer behavior since it has an overall 
mean of  3.39 and a standard deviation of  1.18, which 
can be interpreted as neutral. This means that while 
some Pop Mart consumers are affected by the scarcity 
marketing strategies, the effect is not fully intense on all 
the respondents. The highest mean score was the sixth 
statement, “Seeing Pop Mart collectibles featured in 
social media trends by influencers or celebrities increases 
my desire to buy them,” which has a mean of  4.05 and a 
standard deviation of  0.93, which was interpreted as agree. 
This suggests that social media platforms, particularly 
Facebook and TikTok, play a significant role in affecting 
consumers’ behavior, especially when figurines are visibly 
seen as limited-edition. This supports the study’s claims 
that social media strengthens the effect of  scarcity 
marketing strategies on consumers. The fourth statement, 
“I sometimes buy Pop Mart collectibles even if  I do not 
really need them,” was the second with a high mean of  
3.55 and a standard deviation of  1.09, interpreted as 
agree, further supports that scarcity marketing causes 
impulsivity. The second statement, “I have spent more 
money than expected on Pop Mart collectibles due 
to their limited availability,” with a mean of  3.43 and a 
standard deviation of  1.10, indicates agree, which means 
that consumers spent more money than they had planned 
to result in overconsumption. The first, third, and fifth 
statement all indicates neutral, “I have purchased multiple 
Pop Mart blind boxes at once impulsively to increase my 
chances of  getting a rare figurine,” has a mean of  3.28 
and a standard deviation of  1.15, “The fear of  missing 
out (FOMO) makes me check for new Pop Mart releases 
more frequently.” has a mean of  3.09 and a standard 
deviation of  1.23,” and I feel anxious or pressured to buy 
Pop Mart blind boxes when I see others purchasing them 



Pa
ge

 
16

4

https://journals.e-palli.com/home/index.php/ajebi

Am. J. Econ. Bus. Innov. 4(2) 157-167, 2025

due to their limited availability,” has a mean of  2.92 and 
a standard deviation of  1.24. This means that although 
impulsivity, overconsumption, hoarding, FOMO, word of  
mouth, and social media trends affect consumer behavior 
towards Pop Mart’s “Anik-Anik” trend, consumers are 
neutral or moderately affected by scarcity marketing, 
depending on the psychological and behavioral responses 
they generate while buying. 
Table 2 demonstrates that scarcity marketing raises the 
“Anik-Anik” trend, with an overall mean of  3.80 and a 
standard deviation of  0.96, interpreted as agree. This 
means that participants agreed that scarcity marketing 
affects the consumer behavior that resulted in the rise 
of  the “Anik-Anik” trend. Item number four has the 
highest mean which states the following, “The “Anik-
Anik” trends are not just toys for me; they represent a 
fashion and culture of  which I am a part,” with a mean 
of  4.04 and standard deviation of  0.84, interpreted 
as agree. This emphasizes the view of  the consumers 
that these collectibles become a way of  self-expression 
and personal identification, which further supports the 
hypothesis that scarcity marketing results in emotional 
attachment to the products. Next is the second highest 
of  the above, which is the following statement: “My 
consuming behavior aids the rise of  the “Anik-Anik” 
trend.” The mean score is 3.84 with a standard deviation 
of  0.95, interpreted as agree. This actually means that 
buyers realize their actions in purchasing Pop Mart’s 
collectibles as contributing to the popularization of  the 
trend. The third statement, “The limited availability and 
exclusivity of  the “Anik-Anik” items encourage me to 
buy more,” got a mean of  3.77 and a standard deviation 
of  1.03, interpreted as agree. This, therefore, explains 
that scarcity encourages more fear of  lost purchases 
such as FOMO which results in overconsumption and 
impulsivity. With a mean score of  3.75, derived from a 
standard deviation of  0.91, interpreted as agree. The fifth 
statement says, “The emergence of  an “Anik-Anik” trend 
has affected my purchasing behavior quite a lot,” which 
further supports the idea that scarcity marketing strategies 
affects consumer behavior. Furthermore, the very first 
statement, “The thought of  limited supply or scarcity 
marketing really impacts my consuming behavior,” got 
an average score of  3.69 and a standard deviation of  
1.00, interpreted as agree; thus, the principle of  scarcity 
is said to affect the behavioral patterns and decisions of  
consumers. Lastly, the sixth statement is that “Rare and 
time-constrained collectibles make me participate more 
in the “Anik-Anik” trend”. It has the lowest mean at 3.68 
and a standard deviation of  0.99 but is interpreted to 
agree, strengthening the point that scarcity marketing is 
still a motivation to participate.
Table 3 shows how the “Anik-Anik” trend continuously 
grows in a scarce market, with an overall mean of  3.61 
and a standard deviation of  1.16, resulting in an agree 
interpretation. This suggests that respondents may not 
be strongly favorable, but the scarcity marketing strategy 
of  Pop Mart was still effective in growing the “Anik-

Anik” trend with an opportunity for improvement. The 
highest mean score is found in the first statement, “Pop 
Mart’s marketing strategy contributes to the growing 
popularity of  the “Anik-Anik” trend with a mean of  
4.12 and a standard deviation of  0.86, interpreted as 
agree. This underscores the significant influence of  
scarcity marketing strategies to affect the behavior of  
the consumer leading to the “Anik-Anik” trend. Next 
is the fourth statement, “The excitement of  unboxing 
a Pop Mart blind box makes me want to buy more 
even if  I am not sure of  what is inside,” with a mean 
of  4.02 and standard deviation of  0.93, interpreted as 
agree. This indicates that the strong appeal of  mystery 
and emotional thrill encourages repeated purchases due 
to the element of  surprise which reinforced consumers 
behavior to buy the product. The third highest is the 
third statement “Seeing others collect Pop Mart figurines 
encourages me to buy more for myself,” with a mean of  
3.75 and standard deviation of  0.99, interpreted as agree. 
This shows that peer influence plays a role in stimulating 
consumers’ purchasing behavior, driven by social and 
shared interests which also influence “Anik-Anik” 
trend, though it is not a primary factor in influencing 
this behavior. Following this is the second statement, “I 
have joined online communities (e.g., Facebook groups, 
TikTok trends) to stay updated on Pop Mart collectibles,” 
with a mean of  3.43 and standard deviation of  1.21, 
interpreted as agree. This implies that digital engagement 
supports the development of  consumer communities 
which may contribute to purchasing a Pop Mart blind 
box collectible, but it is not the primary factor influencing 
“Anik-Anik” trend. The fifth and sixth statement was 
interpreted as neutral: “I am willing to spend extra money 
to get a rare Pop Mart figure from resellers,” received a 
mean score of  3.22 and standard deviation of  1.30 and 
“I prefer buying Pop Mart blind boxes in bulk to increase 
my chances of  getting rare items,” got the lowest mean 
of  3.13 with a standard deviation of  1.23. This displays 
a neutral observation which may be due to consumers’ 
selectiveness and approach in the way they purchase Pop 
Mart collectibles in line with their customer category. 
On the other hand, for the first part of  the qualitative 
analysis, the common theme of  the respondent’s response 
is that their consumer behavior is intense, specifically, 
feelings of  urgency, anxiety, and a fear of  missing out 
(FOMO). More than 60% of  the respondents said that 
they tend to buy quickly or even make impulse purchases 
when they know that a Pop Mart figurine is a limited-
edition collectible. Responses such as “I panic buy”, “I 
don’t think, I just buy”, and “I buy even if  I don’t need 
it yet” show a great deal of  impulsivity. Notably, FOMO 
or Fear of  Missing Out was directly mentioned by many, 
stating that “I’m afraid they’ll run out,” “I don’t want 
to miss a chance,” “Knowing it’s rare makes me want it 
more.” This result aligns with the 20% responses of  feeling 
pressure to act fast or spend money which they did not 
initially plan to; implies an emotional urgency because of  
scarcity marketing strategies. There is also an emotional 



Pa
ge

 
16

5

https://journals.e-palli.com/home/index.php/ajebi

Am. J. Econ. Bus. Innov. 4(2) 157-167, 2025

reaction after their purchase, majority reported positive 
emotional payoffs, such as: “Satisfied and happy,” “Proud 
of  my collection,” “I feel like I accomplished something.” 
But of  course, there is also a negative reaction stated by 
the respondents: “I spent too much,” “I didn’t really need 
it,” “I bought it just to avoid missing out.” Active Pop 
Mart consumers are clearly motivated by the fear that 
items will run out or become unavailable, which leads to 
quick, emotionally driven decisions. The spontaneous and 
often unplanned nature of  purchases shows that scarcity 
effectively shortens the decision-making process, leading 
consumers to buy before they fully reflect. And because 
of  these responses, the study has a strong qualitative 
support for hypothesis 1, revealing that scarcity-based 
decisions are emotionally charged; that scarcity marketing 
has a direct impact on consumer psychological responses 
through the emotion “FOMO” or fear of  missing out 
and impulsivity.
For part 2 of  the qualitative analysis, the common 
themes from the 100 active pop mart buyers are “hype,” 
“thrill,” “want,” “people,” “Anik-Anik,” “represent,” and 
“personality.” Respondents generally agree that there is 
a sense of  excitement between urgency and a sense of  
being caught up with others due to the scarcity and of  
course, because of  the power of  influencers and social 
media platforms to make a trend. Many also agreed that 
limited supply makes these seem much more desirable, 
which attracts more people into compulsiveness, causes 
people to buy in bulk, or even to jump into the hype 
without even knowing what it is all about and what 
will they get if  they purchase a blind box. For many 
respondents, they felt that the trend indeed reflects what 
and who they are, stating that “It shows my personality,” 
which further supports that the “Anik-Anik” trend is 
meaningful rather than a mere material. This indicates 
that scarcity marketing affects the consumer behavior 
and identity expression of  young Pop Mart buyers. Such 
limited availability of  Pop Mart blind box figures triggers 
a psychological and behavioral reaction such as urgency 
or excitement, fear of  missing out (FOMO) which then 
leads to overconsumption, hoarding, and impulsivity to 
fill vacant spaces. But at this point, the “Anik-Anik” trend 
becomes an identity formation of  consumers as they 
connect their purchases to their personal preferences; 
mirroring their unique personality. The cultural value 
attached to the figurines serves as symbols of  Filipino 
individualism, fashion, social belonging, and our tendency 
to hold onto things such as “Ano-Ano” or “Anik-Anik” 
and thus support that scarcity marketing raise the “Anik-
Anik” trend through the limited nature of  the strategy 
and by creating a cultural movement that empowers 
identities and communities. 
The last part of  the qualitative analysis displays the 
common theme of  the respondents such as their 
psychological and behavioral drivers, aesthetic value, 
trend dynamics, and cultural representation. These relate 
to how and why people buy as their primary reason under 
consumer behavior and motivation is because of  the 

hype, which is the effect of  curiosity in the presence of  
a rising trend. Collections such as Labubu, Hirono, and 
Molly were mentioned as some of  the most common 
collectibles being explored by collectors, influencers, 
and even well-known artists today. Many respondents 
mentioned impulse buying often in a negative light as they 
felt “Budol”, a Filipino casual term for being persuaded 
to buy something due to marketing, peer pressure, and 
social media trends. These motivators reflect internal 
feelings such as excitement, curiosity, satisfaction, and 
psychological and behavioral responses that affect the 
consumer behavior of  an individual. The growth of  the 
“Anik-Anik” trend in a scarce market reflects a form of  
sentimental maximalism that transcends a mere accessory 
to a cultural connection to heritage, memory, and personal 
identity which is very common to many Filipinos, as 
stated by the respondent a couple of  times “It’s part 
of  our culture now, not just a hobby.” This reflects the 
importance of  Pop Mart’s product value as people buy 
products that they can relate to. This is the main reason 
why the “Anik-Anik” trend is continuously growing in a 
scarce market because of  the internal responses it evokes 
to consumers: FOMO, impulsivity, overconsumption, 
hoarding, word of  mouth, and social media trend. 
Thus, these are the main factors that fuels demand and 
contribute to Pop Mart’s growth in the long run.

CONCLUSION
This study analyzes the effect of  scarcity marketing 
on the rise of  the “Anik-Anik” trend of  Pop Mart’s 
collectible blind box figurines through the consumer 
behavior of  100 active Pop Mart buyers in Marikina City. 
This study draws its results by using a mixed-method 
approach of  both quantitative and qualitative findings 
which concludes that scarcity marketing significantly 
affects the rise of  the “Anik-Anik” trend by triggering 
consumer behavior, particularly through psychological 
and behavioral responses: FOMO, impulsivity, 
overconsumption, hoarding, word of  mouth, and social 
media trends, aligning directly with hypothesis 1 which 
states that “Scarcity marketing has a direct impact on 
consumer psychological responses through the emotion 
“FOMO” or fear of  missing out and impulsivity.” 
The study also concludes that scarcity marketing has 
significantly contributed to the rise of  the “Anik-Anik” 
trend by making Pop Mart collectible blind box figurines 
a symbol of  personal and cultural identity, particularly 
Filipino culture to hold onto random items that signify 
an important story of  their individuality. This results in 
consumers hoarding or keeping their “Anik-Anik” even 
if  they no longer need it, and overconsuming more than 
they need, which affirms hypothesis 2 “Scarcity-driven 
trends reinforce hoarding and overconsumption to fill 
vacant spaces.” Additionally, the study shows that Pop 
Mart’s scarcity marketing strategy, specifically its limited-
edition nature has significantly increased product demand 
which helps sustain the continuous growth of  the “Anik-
Anik” trend in a scarce market. This supports hypothesis 



Pa
ge

 
16

6

https://journals.e-palli.com/home/index.php/ajebi

Am. J. Econ. Bus. Innov. 4(2) 157-167, 2025

3 which states “Scarcity Marketing positively impacts Pop 
Mart by increasing product demand.”
Despite a neutral interpretation in Table 1 of  quantitative 
data, the overall mean, recurring themes, and patterns 
on both quantitative and qualitative responses have 
dominantly agreed that scarcity marketing has a significant 
effect on the rise of  the “Anik-Anik” trend through 
affecting consumer behavior.

Recommendations
The study analyzes how scarcity marketing strategies, 
particularly Pop Mart affect consumer behavior and 
create cultural phenomena like the “Anik-Anik” trend. 
The results give an in-depth understanding of  consumer 
psychological and behavioral responses such as fear of  
missing out (FOMO), impulsiveness, overconsumption, 
word of  mouth, social media trends, and hoarding that 
motivate consumers’ purchasing decisions. Based on the 
results and conclusions drawn, it is recommended that 
businesses and marketers must responsibly exploit scarcity 
marketing by balancing exclusivity with ethical marketing 
practices, especially when Pop Mart targets the youth. 
Second, Pop Mart should continue with limited edition 
launches while maintaining a strong online community 
engagement, such as Facebook groups and TikTok trends 
to maintain momentum in collectible markets. They could 
also work towards enhancing collaborations with local 
and international artists to strengthen the sentimental 
and cultural appeal of  collectible items, particularly 
for markets such as the Philippines, where sentimental 
maximalism is a strong cultural factor. For future 
researchers, a long-term study should be conducted to 
further understand how prolonged exposure to scarcity 
marketing can impact consumer behavior in the long run, 
as well as the mental health effects, since, based on the 
results of  this study, it drives psychological and behavioral 
responses. Furthermore, the sample demographic 
should be expanded outside Marikina City to explore 
the differences across regions, students, and income 
groups, which will help in validating and increasing the 
generalizability of  the findings. Additionally, a longer 
time frame is highly recommended to seek active Pop 
Mart buyers and thoroughly analyze the effect of  scarcity 
marketing on these consumers, which resulted in a trend. 
Lastly, a consumer education program must be made to 
raise awareness among young consumers regarding the 
psychological and behavioral effects of  scarcity marketing 
to induce mindful and informed purchasing decisions.  

Compliance with Ethical Standards  
The researchers conducted this study in full compliance 
with established ethical research standards to ensure the 
credibility, integrity, and transparency of  the research 
process. Participation in the study was strictly voluntary 
with a pre-assessment criterion to ensure the relevance 
of  the responses, and the respondents were informed 
about the purpose, scope, and nature of  the research 
before providing their consent. Throughout the study, the 

utmost care was taken to ensure the confidentiality and 
anonymity of  the respondents. No Personally Identifiable 
Information (PII) was captured unless consent was given 
through explicit agreement. Data collected as part of  this 
research study was managed with due regard to the Privacy 
Act of  2012 (RA 10173) to ensure adequate control, 
protection, and confidentiality of  the personal details 
of  the respondents. The plagiarism policy was closely 
monitored by the researchers in terms of  proper citation 
to all quotation texts and providing due attribution. In 
the collection, analysis, and reporting processes, the 
researchers maintained the highest levels of  integrity and 
accountability. The researchers were honest that there 
would be no outcome misrepresentation or manipulation 
deceit, ethical conduct, allowed others to build upon, 
and could be validated through follow-up studies. Lastly, 
verifiable professional standards were honored in all 
aspects including the subjects and the field.

Acknowledgements
The researchers sincerely express their gratitude to those 
who generously shared their knowledge, expertise, and 
extended their support throughout the course of  this 
study as without their proper guidance this study will 
not have been possible. First and foremost, to Almighty 
God, for granting the strength and wisdom needed to 
overcome every obstacle faced during this journey. To the 
researchers’ families, whose unwavering emotional and 
financial support served as the foundation to complete 
this study. To Far Eastern University Roosevelt – Marikina, 
headed by Mr. Juan Miguel Montinola, for without the 
institution’s support, the researchers would not be able 
to experience all the things that molded the researchers 
to become goal-oriented and resilient individuals. To 
the Department of  Business Administration, including 
Dean Mr. Victor Tabuzo, the college staff, department 
heads, and professors, thank you for your trust and 
encouragement. To the participants of  the study, for 
truthfully and willingly lending their time, experiences, 
and insights, which were crucial in achieving the objectives 
of  the study. To research validators, for their immediate 
and critical evaluation of  the research questions and data 
that helped the researchers obtain relevant information. 
Finally, Ms. Erika Bacay, the researcher’s thesis adviser, 
for her expertise, valuable feedback, kindness, motivation, 
and patience, all of  which were crucial to the successful 
completion of  this study and to the overall health of  the 
researchers.

REFERENCES
Bundang, B., & Simangan, J. T. E. (2024, May 28). Ang dami 

mong kung ano-ano: ‘An inquiry into the anik-anik girlie. 
The GUIDON. https://theguidon.com/2024/05/
ang-dami-mong-kung-ano-ano-an-inquiry-into-the-
anik-anik-girlie/

Chen, X. (2021). Research on blind boxes consumers—Taking 
Pop Mart as an example.

De Asis, C. (2025, January 10). Pop Mart is latest craze among 



Pa
ge

 
16

7

https://journals.e-palli.com/home/index.php/ajebi

Am. J. Econ. Bus. Innov. 4(2) 157-167, 2025

millennials and Gen Zs; here’s why. INQUIRER.net. 
https://business.inquirer.net/500573/pop-mart-is-
latest-craze-among-millennials-and-gen-zs-heres-why

Diokno, C. J., & Ramilo, L. R. (2024). From Pop Mart 
to consumer carts: Understanding the consumer 
behavior of  Filipino consumers. International Journal of  
Future Marketing Research, 6. https://www.ijfmr.com/
papers/2024/6/33665.pdf

Japutra, A., Gordon-Wilson, S., Ekinci, Y., & Adam, E. 
D. (2025). The dark side of  brands: Exploring fear of  
missing out, obsessive brand passion, and compulsive 
buying. Journal of  Business Research, 86. https://doi.
org/10.1016/j.jbusres.2024.114990

Li, X. (2023). The impact of  scarcity marketing on Pop 
Mart’s business growth. Journal of  Marketing Strategies, 
15(3), 45–58. https://www.researchgate.net/
publication/366299382

Magazine, P. (2025, February 5). The love of  anik-aniks: 
Funko Pop! vs. Popmart. PARCINQ. https://www.
parcinq.com/post/the-love-of-anik-aniks-funko-
pop-vs-popmart

Phan, A., & Hoai, T. T. (2025). Chasing the scarcity: How 

fear of  missing out and motivations drive willingness 
to pay in collectible markets. Journal of  Marketing 
Communications, 1–15. https://doi.org/10.1080/1352
7266.2025.2461143

Pontejos, L., Rias, J., & Ureta, M. (2024, March 26). Aniks-
aniks, abubots, and the joy of  collecting. The Lasallian. 
https://thelasallian.com/2024/03/26/aniks-aniks-
abubots-and-the-joy-of-collecting/

Preview Magazine. (2024). Charmed life: An ode to the 
Filipino ‘Anik-Anik’ culture. Preview.ph. https://www.
preview.ph

Schools Division Office - Marikina City. (n.d.). Public 
schools. https://depedmarikina.ph/main/aboutus/
publicschools?utm_source

Sun, H., & Teichert, T. (2022). Scarcity in today’s consumer 
markets: Scoping the research landscape by author 
keywords. Research Gate. https://doi.org/10.1007/
s11301--00295-4

Zhan, H. (2024). Research on the impact of  blind 
box on consumers and marketing strategies. SHS 
Web of  Conferences, 207. https://doi.org/10.1051/
shsconf/20200


