Published Paper Details:

In an era of intense competition, media clutter, and rising advertising costs, organizations are increasingly turning toward unconventional marketing strategies to capture consumer attention. Shadow marketing has emerged as a prominent yet controversial approach that enables firms to gain brand visibility without formal sponsorship or official association. This research paper presents an in-depth examination of shadow marketing, including its conceptual framework, historical evolution, strategic techniques, psychological underpinnings, ethical and legal considerations, and organizational impact in the digital economy. Through extensive theoretical discussion and real-world insights, the study highlights how shadow marketing influences consumer perception and decision-making while simultaneously challenging traditional notions of marketing ethics and sponsorship rights. The paper concludes that shadow marketing, when strategically and ethically managed, can serve as a powerful complementary marketing tool; however, irresponsible usage may lead to reputational damage and regulatory intervention.