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@article{156640,
        author = {M. Pratham Varma and Md. Akhtar Unnesha and Dr. Madhusmita Choudhury},
        title = {An Exploratory Study on Fear Based Marketing Practices},
        journal = {International Journal of Innovative Research in Technology},
        year = {},
        volume = {9},
        number = {4},
        pages = {455-458},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=156640},
        abstract = {Fear based marketing plays a crucial role in marketing. It affects the buying preferences of the consumer. It helps in the development of the brand in a long run. Brands use this to gain a sustainable competitive advantage amongst others. This creates an uncertainty in the minds of the consumers and they  end up purchasing the products even if they are not necessary for them. Can be considered ethical if it raises the societal awareness in the correct manner. Although causes mishap but helps in the growth and development of businesses. },
        keywords = {advertisement strategy, customer’s emotions, fear,  peer endorsement, perception},
        month = {},
        }