Publication Date: 2023/05/16
Abstract: A paradigm shift has been witnessing now in marketing communication. So many new selling strategies have been evolving which indirectly piercing in the inner consciousness of consumers while marketing a product or service. Stealth marketing is such a technique which pushes the consumers unconsciously into the marketing of a product. The purpose of this research was to analyze the impact of stealth marketing techniques on consumer purchase intention. Factor Analysis and Multiple Regression were used to examine the effects. SEM technique was deployed to model the relationship between emotional factors. The result shows that emotional and personalization factors have highest impact on the purchasing intention of the respondents. It also emphasizes to understand the emotional aspects behind purchasing decision of consumers.
Keywords: Stealth Marketing, Emotional Appeal, Purchasing Intention)
DOI: https://doi.org/10.5281/zenodo.7939927
PDF: https://ijirst.demo4.arinfotech.co/assets/upload/files/IJISRT23MAY163.pdf
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