Drivers and Barriers of Digital Marketing Adoption Among Indian Startups: An Empirical Analysis Using Behavioral Reasoning Theory

Purpose: This study investigates the drivers and barriers of digital marketing adoption among Indian startups, applying Behavioral Reasoning Theory (BRT). While prior adoption models focus primarily on positive drivers, this study explicitly integrates resistance factors to provide a more holistic explanation. Design/methodology/approach: Survey data from 394 Indian startups were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). Constructs measured included beliefs/values, reasons for adoption, reasons against adoption, global motives (attitudes, norms, control), and adoption intentions. Findings: Results show that reasons for adoption (affordability, scalability, measurability) significantly encourage adoption (beta=0.44), while reasons against adoption (lack of expertise, distrust, complexity) discourage it (beta=-0.39). Beliefs and values shape reasoning, which in turn influences adoption intentions through global motives. Mediation analysis confirms partial mediation by attitudes, norms, and perceived control. The model explains 62% of the variance in adoption intentions. Originality/value: This is the first empirical application of BRT in the Indian startup context. The study contributes theoretically by incorporating both adoption and resistance rationales, and practically by offering insights for founders, policymakers, and investors to accelerate digital adoption.