research paper on guerrilla marketing

This study presents a systematic survey of the field of marketing and advertising: by analyzing the main scientific publications on guerrilla marketing through content analysis in the Web of ...

Even in published papers authors use the term guerrilla as subject term (Moor et al. 2010; Van Wood et al., ... PROPOSITIONS FOR FURTHER RESEARCH. Although guerrilla marketing is applied more and more often in marketing practice, there is a lack of accompanying research. From both, a theoretical and an empirical point of view, little is known ...

The aim of this research was to identify the effectiveness of guerrilla marketing in SMEs. This research used literature studies from 2012 to 2022. ... The paper concludes that ambient marketing ...

Guerrilla promoting is a forefront technique in thing showcasing that uses offbeat or exceptional. strategies for raising the thing to the market. This advancing style relies seriously upon capricious advertising. technique, high energy and innovative brain. Guerrilla advertising incorporates odd philosophies, for instance,

1. Guerrilla Marketing is mostly used by small. business and entrepreneurs. 2. It should be based on human psychology instead. of experience, judgment, and guesswork. 3. The main investments of ...

Drawing upon guerrilla marketing theory, this article further documents how brand journalism evinces a fundamental commercial self-effacement at its core - in mimicking journalistic style and substance - and thus portends a redefinition of advertising as a visible mass communication form.

Cite as: Eldho Babu, N Maria Joseph, Viviliaa F. Unravelling the Power of Guerrilla Marketing in Shaping Brand Image; A Conceptual Odyssey. Advance. January 26, 2024. DOI: 10.31124/advance.24721392.v1. Preprints are early versions of research articles that have not been peer reviewed. They should not be regarded as conclusive and should not be ...

A substantial characteristic of guerilla marketing, which helps and acts as a prerequisite to conduct and invent marketing campaigns and which creates a surprise effect or a word-of-mouth effect, is the strong orientation towards psychology. (Levinson 2011, 31; Behal et al. 2014, 3).

The study highlights how different guerrilla instruments (ambient, sensation, viral, buzz and ambush marketing), try to evoke these effects. Finally, since there is rare empirical evidence about the efficacy of guerrilla marketing, the paper outlines a conceptual framework and several propositions for further research from consumer behavior ...

This research used literature studies from 2012 to 2022. This research also used systematic literature review (SLR) method. Based on the research result, guerrilla marketing could affect positively and significantly on brand awareness that has brought positive effects to the customer purchasing decision on particular product.

In these days of informational overload the importance of effective communication from company to consumer is essential. Yet many firms hardly find a proper way to step out from informational fog. There are some unusual tools for marketing managers as social media marketing, viral marketing, buzzmarketing, neuromarketing and so on, which offer opportunities to differentiate. Guerrilla ...

Visualization of co-occurrence of keywords in the research area/topics related to guerrilla marketing in Web of Science. Figures - available via license: Creative Commons Attribution 4.0 International

We can summarize the required circumstances for guerrilla advertising as follows (Yüksel, 2010): 1. Guerrilla advertising and marketing is particularly suitable for small business organizations. 2. It should be based on human psychology rather than on experience, judging, predictions, and assumptions.

This research is concentrating only one part of unconventional ways of advertising that is guerrilla marketing. This study "A study on Awareness and Effectiveness of "Guerrilla marketing technique" - an innovative means of Advertising" is a descriptive paper which focuses on effectiveness of unconventional means of advertising ...

The main idea of this research paper is to identify, learn, and examine the new but very effective concepts of guerrilla marketing. Furthermore, this topic will be directed and more focused on the characteristics, principles and problems faced by guerrilla marketers.

GUERRILLA MARKETING CONCEPT AND FURTHER RESEARCH POSSIBILITIES [Pojem guerilla marketing a další možnosti výzkumu] September 2014 DOI: 10.25142/aak.2014.050

This research aims at clarifying the impact that guerrilla marketing can play as an untraditional marketing tool for increasing the market share of EgyptAir Airlines. By adopting guerrilla marketing, EgyptAir's tickets can be marketed in a unique, interesting and a low cost way, and as a result the company's market share will be increased.

The R Square value based on Table 3 is at 0.339 and the a djusted R -Square. Value is 0.336, which indicates that there is a moderate relationship bet ween guerrilla marketing effects and ...

This study would explore how Guerrilla marketing differs from traditional marketing practices in terms of brand equity and customers' purchase decisions. The Objective of the research is to study Guerilla marketing and understand its impact on redefining India's marketing aspects by analyzing with two hypotheses backed by Statistical data. URI:

Guerrilla marketing research: Marketing research tec hniques that can help any business make more ... This paper adds to the research on media-context effects with a study of creative media choice ...