EXPLORING SENSORY MARKETING: THE IMPACT OF VISUAL STIMULI ON ONLINE PURCHASE INTENTIONS

Authors

  • Saidas Rafijevas Klaipėdos valstybinė kolegija / higher education institution
  • Indrė Razbadauskaitė-Venskė LCC International university

DOI:

https://doi.org/10.52320/svv.v1iIX.355

Keywords:

visual stimuli, sensory marketing, online purchase intension, SOR model

Abstract

This study investigates the critical role of visual imagery in influencing consumer purchase intentions within the online shopping environment. While extensive research has been conducted on online purchasing behaviors, comprehending how visual stimuli within sensory marketing frameworks specifically affect these intentions is needed. By reviewing existing literature, this research aims to bridge the gap by employing the Stimulus-Organism-Response (SOR) model and mental imagery theory to develop a theoretical framework for analyzing the impact of visual stimuli on purchase intentions across various digital contexts.

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Published

2024-12-10

How to Cite

Rafijevas, S., & Razbadauskaitė-Venskė, I. (2024). EXPLORING SENSORY MARKETING: THE IMPACT OF VISUAL STIMULI ON ONLINE PURCHASE INTENTIONS. Studies – Business – Society: Present and Future Insights, 1(IX), 155–161. https://doi.org/10.52320/svv.v1iIX.355

Issue

Vol. 1 No. IX (2024): Studies - business - society: present and future insight

Section

Articles

License

Copyright (c) 2024 Saidas Rafijevas, Indrė Razbadauskaitė-Venskė

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

Individual articles are published Open Access under the Creative Commons Licence CC-BY 4.0, which permits unrestricted use, distribution, and reproduction in any medium, provided the original author and source are credited. Authors retain copyright in their articles, but grant Klaipėdos valstybinė kolegija the right of the first publication.