Book Title: Shaping the Future: Innovation, Sustainability, and Inclusive Growth in a Globalized Economy
Editors: Editors: Dr. Shanu Singh, and Dr. Yashmita Awasthi
Student Editor: Krishna Singh Rawat
ISBN: 978-93-7183-006-5
Chapter: 5
DOI: https://doi.org/10.59646/725/5
Author: Lakshay Saini
Abstract
Digital marketing, in India, has witnessed a major shift since 2016, since then digital marketing has become an inseparable part of marketing. In such a digital environment with multiple brands to compete, it has become difficult for brands to stand out and grab consumer attention due to clutter, information overload, and noise. To solve this issue, brands must study and understand the stimuli that influence the consumer’s intentions to avoid wastage of funds, resources, ensure better perceived value and competitiveness. Recent research papers have studied the stimuli but in isolation, lacking a wholistic view. Moreover, there is no simplified hierarchy-based theory that clarifies the primary and supportive stimuli in a specified order.