Does the guerrilla win, if he does not lose? Advertising media practitioners' views on guerrilla marketing challenges and potential negative consequences

Abstract

The purpose of this article is to offer an advertising media practitioners' perspective on guerrilla marketing challenges and negative consequences. In‐depth qualitative interviews were conducted with practitioners with extensive experience in guerrilla marketing campaigns in the South African context. Two themes and four related subthemes emerged from the data, namely, economic implications and potential societal impact of guerrilla marketing. The result and guidelines to evaluate guerrilla marketing challenges and potential negative consequences to consider shed some light for businesses employing or considering this platform. Marketers should not only focus on the advantageous guerrilla effects but must also be aware of the potential disadvantageous effects on consumers, the market, and society. Due to the unconventional and out‐of‐home nature of guerrilla activities, ethical, legal, and social boundaries must be balanced with potential positive outcomes. The current literature focussed predominately on the consumers' positive response towards guerrilla marketing. This article bridges a gap in the existing literature and is one the first studies on the potential negative consequences and challenges of guerrilla marketing campaigns.