Discovering the Emotional Appeals and Purchasing Intention on Stealth Marketing of Millennial

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.