Unveiling the Mystery: Exploring Blind Box Marketing Through the SOR Framework and Uncertainty Marketing

Carmen Ka Man Sum; Shun Mun Helen Wong

Unveiling the Mystery: Exploring Blind Box Marketing Through the SOR Framework and Uncertainty Marketing

Division of Business and Hospitality Management (BHM)

Research output: Contribution to conference › Paper › peer-review

Original language	English
Publication status	Published - 26 Nov 2025
Event	Proceedings of the 46th International Business Information Management Association (IBIMA), ISBN: 978-0-9998551-6-4 - Ronda, Spain Duration: 26 Dec 2025 → 27 Dec 2025

Conference

Conference	Proceedings of the 46th International Business Information Management Association (IBIMA), ISBN: 978-0-9998551-6-4
Country/Territory	Spain
City	Ronda
Period	26/12/25 → 27/12/25

Cite this

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title = "Unveiling the Mystery: Exploring Blind Box Marketing Through the SOR Framework and Uncertainty Marketing",

author = "Sum, \{Carmen Ka Man\} and Wong, \{Shun Mun Helen\}",

year = "2025",

month = nov,

day = "26",

language = "English",

note = "Proceedings of the 46th International Business Information Management Association (IBIMA), ISBN: 978-0-9998551-6-4 ; Conference date: 26-12-2025 Through 27-12-2025",

}

Unveiling the Mystery: Exploring Blind Box Marketing Through the SOR Framework and Uncertainty Marketing. / Sum, Carmen Ka Man ; Wong, Shun Mun Helen.
2025. Paper presented at Proceedings of the 46th International Business Information Management Association (IBIMA), ISBN: 978-0-9998551-6-4, Ronda, Spain.

Research output: Contribution to conference › Paper › peer-review

TY - CONF

T1 - Unveiling the Mystery: Exploring Blind Box Marketing Through the SOR Framework and Uncertainty Marketing

AU - Sum, Carmen Ka Man

AU - Wong, Shun Mun Helen

PY - 2025/11/26

Y1 - 2025/11/26

M3 - Paper

T2 - Proceedings of the 46th International Business Information Management Association (IBIMA), ISBN: 978-0-9998551-6-4

Y2 - 26 December 2025 through 27 December 2025

ER -