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

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.