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India is witnessing a dual transformation marked by technological advancements and a surge in entrepreneurial activity following the launch of various e-governance schemes and the Startup India program. However, the high failure rate among startups remains a significant concern, often attributed to inadequate marketing efforts due to financial constraints. To address this issue, enhancing digital marketing initiatives under Startup India could offer cost-effective solutions with higher returns on ad spend (ROAS). This research, grounded in the Behavioral Reasoning Theory (BRT), utilized cross-sectional data analyzed through Partial Least Square-Structured Equation Modelling (PLS-SEM) using SmartPLS software. The study revealed that beliefs, values, reasons for and against adoption, and attitudes influence startups' adoption of digital marketing. The findings of this study aim to provide practical insights for Startup India programs, entrepreneurs, and policymakers to understand better the motivators and barriers to adopting digital marketing technologies.
Kate et al. (Wed,) studied this question.