Guerrilla Marketing Research Articles

Guerrilla advertising cases study in public transport

Guerrilla marketing in public transport is distinguished by the fact that it usually avoids traditional advertising methods such as television commercials or newspaper ads. Guerrilla campaigns in public transport focus on creative tactics to surprise the public and generate buzz about the brand. These campaigns often use non-traditional methods to draw attention to the brand in question. Guerrilla campaigns can be useful for businesses looking to gain an edge over their competitors. The partisan campaigns tend to get more media attention than traditional methods because they are seen as new or unexpected. These campaigns can create excitement and anticipation for your product or service, which can help increase sales. The subject of this paper is a case study of Guerrilla advertising in public transport. The aim of the paper is to assess the usefulness of Guerrilla advertising in promoting the attractiveness of public transport. The paper discusses the analysis of scientific literature, presents the Guerrilla marketing concept, type and tools, advantages and disadvantages. Traditional and Guerrilla marketing, research methodology comprising case study and quantitative research method, based on the results of the analysis of the scientific literature and the result of the research suggestions are made. Cases of partisan marketing in public transport are rarely studied in the scientific literature.

MODERN MARKETING TOOLKIT FOR ANTI-CRISIS MANAGEMENT OF THE COMPANY

Objective. The article is aimed at analyzing the possibilities of digital transformation and innovative marketing strategies to improve anti-crisis management in modern business in the conditions of an unstable economic environment. The success of modern business largely depends on its ability not only to respond to changes, but also to actively form its own strategic activities, including crisis management and strategic marketing. Method. This study uses a combined methodological approach to analyze the effectiveness of digital technologies and innovative marketing strategies in the context of crisis management. In particular, research methods included: decision-making method - for choosing marketing tools related to anti-crisis management and marketing innovations; empirical analysis - the use of quantitative data to assess the impact of digital tools on the productivity of enterprises during and after crisis periods; scenario analysis - development and testing of various scenarios for the implementation of digital technologies to simulate potential challenges and determine optimal strategies for adapting the enterprise to changing market conditions. The results. A comprehensive model of anti-crisis management using digital innovations and non-standard marketing strategies was developed and evaluated. The results showed that the integration of digital technologies initiates significant positive changes in the recovery and development of companies during and after the crisis. Scientific novelty. The authors proposed a new approach to the use of guerrilla marketing and jazz marketing in the context of crisis management. A methodical approach to evaluating the effectiveness of marketing innovations in the conditions of economic changes is proposed. Practical significance. These marketing strategies can be used to formulate anti-crisis management strategies in various industries, allowing enterprises to adapt and effectively respond to dynamic changes in the economic environment. Particular attention should be paid to the company's marketing system, which in anti-crisis management acts not only as a sales tool, but as a fundamental element of the enterprise's sustainability, which helps maintain viability and development even during economic shocks.

Revolutionizing marketing strategies: analyzing guerrilla marketing, brand image, and brand awareness impact on Gen Y purchasing decisions

Abstract The rise of digital technology and social media platforms has made traditional marketing approaches less effective in capturing the attention of the tech-savvy Generation Y. There has been an increased interest in guerrilla marketing tactics, which employ unconventional strategies to engage consumers. This study investigated the impact of guerrilla marketing, brand image, and brand awareness on the purchasing decisions of Generation Y consumers. The study adopted the Hierarchy-of-Effects Theory and conducted an empirical study the following constructs: viral marketing, ambush marketing, buzz marketing, street graphics marketing, brand awareness, brand image, and purchase decision. Data was collected from 442 Generation Y respondents in Thailand. Confirmatory factor analysis was used to analyse the model and construct's reliability. At the same time, the partial least squares structural equation modelling technique was adopted to explore the relationship of the study constructs. The results indicated that the purchase decision of Generation Y was significantly influenced by ambush marketing, buzz marketing, and street graphics marketing. The research revealed that brand image and brand awareness exerted a substantial impact on purchase decisions and served as key mediators in the relationship between guerrilla marketing and purchase decisions among Generation Y. The study emphasised the importance of guerrilla marketing techniques and leverage of the power of social media to influence purchase behaviour. Marketing managers should consider these techniques to attract Generation Y.

Pengaruh Penggunaan Strategi Pemasaran Gerilya Dan Online Customer Review Terhadap Peningkatan Minat Beli Konsumen ( Studi Kasus UMKM Fashion Muslim Wnj.Id)

This study aims to determine the impact of guerrilla marketing strategies on WNJ ID, how influential guerrilla marketing strategies and online customer reviews are on increasing consumer buying interest. The research method used in this study used a qualitative approach with a descriptive method, and the data collected came from interviews and direct observation. The results showed that the synergy between guerrilla marketing strategies and online customer reviews can strengthen the influence on increasing consumer buying interest. When businesses implement guerrilla marketing strategies that create memorable experiences, and are supported by positive online customer reviews, consumers tend to be more confident and interested in buying products or using these services. WNJ ID has implemented guerrilla marketing and online customer reviews to increase consumer buying interest. From the results of the interview, the influence of guerrilla marketing strategies and online customer reviews has a significant influence on increasing consumer buying interest. The use of creative and unique guerrilla marketing strategies can generate consumer buying interest by creating memorable experiences. Meanwhile, positive online customer reviews can build consumer trust and confidence in the product.

The Effects of Gorilla Marketing in Social Media on Consumer Behavior

The research aims to identify the means and principles of guerilla marketing, what distinguishes it from traditional marketing, and the definition of consumer behavior. The purpose of the research is to investigate the impact of guerilla marketing on social media on consumer behavior. The research therefore used the descriptive-analytical approach by describing and analyzing the relationship that can arise between social media and consumer behavior and guerilla marketing. The research concluded that there was a possibility of applying guerilla marketing, and its effectiveness in spreading awareness and influencing the target audience in the field of social change. The research model was validated by modeling structural equations based on surveys of 310 customers. The statistical program SPSS was used to support the results of the proposed model, as the results confirm that the marketing of gorillas on social media has a positive impact on consumer behavior. The above sample was considered appropriate because the research had to be conducted with people using social media. Most guerilla marketing studies focus on consumers and neglect potential impacts on brands. And in order to fill this gap in the literature, By scaling this research, it contributes to testing the determinants of consumer behavior. On the managerial side, this research provides marketers with a frame of reference for understanding the adoption of guerilla marketing information on social media

The impact of surprise guerilla marketing on customer behavior

This study aimed to investigate the impact of guerilla marketing (i.e., guerilla ambient marketing and guerilla sensation marketing) on customer behavior (i.e., customer purchase intention and customer brand attitude). The survey was held in May 2023; the questionnaire was distributed to a convenience sample of 450 customers of three malls in Jeddah city in the Kingdom of Saudi Arabia. The analysis was conducted by IBM SPSS and AMOS using 344 retrieved responses. Exploring research factors, confirming goodness-of-fit, and testing the hypothesized effects, the results indicated that both dimensions of guerrilla marketing had significant effects on both dimensions of customer behavior. However, the effect of ambient marketing on customer purchase intention was greater than its effect on customer brand attitude. Conversely, the effect of sensation marketing on customer brand attitude was greater than its effect on customer purchase intention. The paper concludes that ambient marketing has more power to boost customer purchase intention in comparison with sensation marketing, which is suitable for elevating customer brand attitude. For that, enterprises are required to try nonconventional marketing practices such as guerilla marketing in order to change customer behaviors. Further studies should use other dimensions of guerilla marketing and target more customers from different locations.

ТЕНДЕНЦІЇ РОЗВИТКУ МАРКЕТИНГОВОЇ КОМУНІКАЦІЇ В УКРАЇНІ

The article examines the trends in the development of marketing communication in Ukraine, because with the emergence of search engines such as Yahoo, AltaVista, and later Google, new opportunities for promotion in the network appeared. As a result, the concept of search engine optimization (SEO) and contextual advertising arose. Since then, companies have started optimizing their websites to improve their search engine rankings. The concept of innovation and features of marketing communication are defined, the essence of electronic business and electronic commerce is considered. Types and features of virtual goods (stores) are considered: corporate virtual stores and intermediary virtual stores. An analysis of online marketing, as well as the number of Internet users worldwide for a certain period, was carried out. We considered the reasons for the growing popularity of online marketing and expanding the possibilities of its use. It is analyzed how the war affected the e-commerce market and the development of marketing communication in Ukraine. The scope of the e-commerce market in Ukraine is considered. The article analyzes the costs of Internet advertising in Europe. The concepts and features of interactive advertising are defined. Progressive methods for the latest communication technologies are evaluated, such as: social networks, wearables – mobile devices, youtubers, content marketing, crowdsourcing and co-creation, experimental and reverse marketing, holistic marketing, Lovemarks marketing, viral and guerilla marketing. Customer relationship management, the use of new technologies in modern marketing, individual video content, Beacon – Proximity, accessibility of social networks, 3D printers, visual Internet, mobile applications, smart sensors and geoentertainment are characterized. It was analyzed that every year marketing communications continue to develop, new technologies, strategies and approaches appear to meet changes in consumer behavior and technology. Successful marketing requires constant improvement and adaptation to change, and companies that are open to new ideas and willing to experiment will have a better chance of success in the future.

Ethical Issues of Guerilla Marketing

Ethical Issues of Guerilla Marketing

The Assessment of Guerrilla Marketing Practices as a Modern Marketing Strategy for FMCG Products in Dhaka City

The Assessment of Guerrilla Marketing Practices as a Modern Marketing Strategy for FMCG Products in Dhaka City

How Does Mixue's Guerilla Marketing Influence Purchasing Decisions? Mediation Analysis Of Brand Awareness In Higher Education Students

The number of Mixue outlets has rapidly spread in Indonesia since 2020, creating a stigma in the community that Mixue is a "Malaikat Pencatat Ruko Kosong". The availability of many Mixue outlets located in almost every region in the city/regency of Indonesia affects the decision-making process of consumers to be interested in buying Mixue products. This study aims to determine the influence of guerilla marketing on purchasing decisions through brand awareness. The quantitative research method with the student population of the Management Study Program of Buana Perjuangan University Karawang amounted to 3,017 students, while the sample used was 76 students. The analysis used uses SEM. The analysis results prove that guerilla marketing affects brand awareness but does not affect purchasing decisions directly. Brand awareness influences purchasing decisions. Brand awareness is proven to mediate the influence of guerilla marketing on Mixue's product purchase decisions.

DİJİTAL WEB 3.0 ORTAMINDA GERİLLA PAZARLAMA

The Semantic Internet or Web 3.0 offers increasing access to - popularly called open source programs. At the same time, the digital environment has become an unavoidable area of marketing activity, in many segments more important than the traditional analog environment.
 At the time of Web 1.0 web programmers struggled with extremely complicated computer languages (Basic, Cobalt...), Web 2.0 made the work of computer scientists easier because advanced computer languages (CSS, HTML...) were used for programming and coding; while the current Web 3.0 with semantic technologies through “open source” tools, made it possible for wide use. This change allows the digital marketer to produce web media and designs their content independently. Our research, experimenting in the controlled conditions of the semantic internet, which refers to Poper's research method “trial and error” (Poper, 1997: 157), gave a positive answer to the question of whether the currently available open source tools can be used without a special IT prior knowledge in creating content for digital guerrilla marketing in a way to successfully produce written and design content as part of a digital marketing campaign.
 The research formulated a new terms: Designer of text and visual and Producer web media. They can “guerrilla free” (or very cheap) create media on the Internet and make design content independently, without special IT knowledge. The terms was imposed as a response to today's ubiquitous “interactive image” - the combination of traditional and digital media in the global IT sphere. We also introduced the new term - web station. It is a station on the Internet where the user in multitasking consumes a web site with several scripts and applications as well, for all available digital devices. The research is intended for communicators, economists and other digital marketer as a practical aspect of independent action in a specific marketing campaign.

Tiktok’s Role on Guerilla Marketing in Digital Marketing Era

This research aims to analyze the role of TikTok in guerilla marketing in the digital marketing era. The type of research used is descriptive qualitative. The primary data used in this research was obtained from observations of phenomena by researchers on the TikTok accounts @sovella.id and @moutfit_id. The research results show that the power of social media, especially TikTok, must be considered in the current digital marketing era. Companies can use this power to market their products. TikTok is a new marketing media platform that many small, medium, and large businesses use. Business people consider that this TikTok-based marketing model generally requires relatively low costs and is more communicative and interactive. The concept of guerilla marketing using platforms such as TikTok is considered satisfactory. Several existing TikTok features, such as TikTok stories, TikTok live, hashtags, and posts in photos and videos, have been verified to support this guerilla marketing. Business people also use the TikTok feature to create accounts for sales and promotions. Apart from that, it is common for business people to give giveaways to followers as part of their marketing strategy.

Popularisation of Bibliographic Products as an Important Component of Advertising and Information Activities of Libraries

The purpose of the research is to analyse effective methods and tools for promoting bibliographic products by leveraging the Internet capabilities within the context of libraries, particularly by examining existing practices and innovative strategies in the online space to enhance the accessibility of bibliographic resources. Research methodology. To study this problem, general scientific methods (analysis, synthesis, deduction, and induction) were used in relation to the use of marketing tools, social communications, Internet opportunities for the exchange and distribution of the resources bibliographic products in the modern library space of Ukraine. As a result of applying these methods, we have gained a deep understanding and analysis of the problems and opportunities in using marketing tools, social communications, and Internet capabilities for the exchange and dissemination of bibliographic production in modern libraries in Ukraine. The scientific novelty of the study arises from the fact that the subject of bibliographic production popularisation in Ukrainian libraries remains insufficiently developed, particularly in terms of promoting publications by means of the Internet, necessitating a comprehensive approach to studying all possibilities and identifying pathways for the development of library activity. Such a comprehensive approach will allow us to identify optimal pathways and development strategies for libraries in the digital age, which, in turn, will contribute to improving access to cultural heritage and information for the public, increasing information literacy, and supporting libraries as crucial agents of education and cultural development in society. Conclusions. The research examines the effectiveness of libraries’ promotional and informational activities in popularising bibliographic production through extensive Internet resources. Special attention is paid to primary tools for promoting bibliographic production in social media and incorporating crowdfunding instruments. Keywords: bibliographic products, advertising and information activities, library marketing, popularisation, Internet marketing, blog, book trailer, social media, SMM (Social Media Marketing), digital marketing, reputation marketing, event marketing, guerrilla marketing, crowdfunding.

GUERRILLA MARKETING IN HEALTHCARE

Amaç: Bu çalışmanın temel amacı gerilla pazarlamanın sağlık hizmetlerinde uygulanabilirliğini örnekler üzerinden incelemektir. Gereç ve Yöntem: Bu çalışmada araştırmanın yöntemi nitel araştırma yöntemlerinden olan göstergebilim incelemesidir. Araştırmanın amacı kapsamında Türkçe ve İngilizce “sağlık hizmetlerinde gerilla pazarlama”, “gerilla pazarlama”, “gerilla pazarlama örnekleri” anahtar kelimeleri kullanılarak ilgili görseller seçilerek incelenmiştir. Bunlar içerisinde sağlık hizmetleri ile ilişkili olanlar incelemeye alınmıştır. Bulgular: Yapılan incelemeler sonucunda sağlık hizmetlerinde paylaşılan gerilla pazarlama görselleri üç alt başlıkta toplanmıştır. Bunlar kamu yararı çerçevesinde gerilla pazarlama örnekleri, marka farkındalığı çerçevesinde gerilla pazarlama örnekleri ve rekabet avantajı çerçevesinde gerilla pazarlama örnekleridir. Sonuç: Gerilla pazarlama yöntemlerinin kuruma maliyet avantajı sağlamasından ötürü sağlık hizmetleri sektöründe kullanımının avantaj sağlayacağı düşünülmektedir. Sağlık hizmeti veren kurumların yaratıcı, hayal gücüne dayalı ve insanları etki altında bırakabilen gerilla pazarlama faaliyetlerinden yararlanması rekabette üstünlük sağlayacaktır.

Meaning of Creative Campaign in Arief Muhammad’s Billboards ‘Ready to be Number 1’ (Roland Barthes Semiotics Analysis)

Billboards are one of the outdoor promotional media used to convey information or notifications to the public, which are usually used by many legislative candidates to carry out political campaigns. One of the viral billboards that was in the spotlight in 2020 because it looked like it was carrying out a political campaign, was when Arief Muhammad's face was surprisingly complete with the words 'Ready to Be Number 1' emblazoned on a street corner located in Bintaro, South Jakarta, which was interpreted by the public will plunge into the world of politics in Indonesia. The purpose of this study is to focus on how a billboard can support marketing performance through a creative campaign that is packaged with a guerilla marketing strategy using Roland Barthes' semiotics, to produce denotative, connotative, mythical meanings, along with the findings of the ideology of capitalism and nationalism on these viral billboards. The results of this study indicate that all verbal and nonverbal signs on the billboard 'Ready to Be Number 1' are interpreted as a form of Arief Muhammad's seriousness in acquiring, promoting, and making Prepp Studio the number 1 men's fashion brand in Indonesia, under his leadership with Dimas Mairyan’s. The researcher concludes that the 'Ready to Be Number 1' billboard tries to take advantage of the momentum of the 2020 Regional Head Election campaign to support the campaign so that it becomes stronger with political overtones

The dynamics of street-level marketing: Engaging urban audiences with interactive strategies

Street-level marketing has become a dynamic approach for engaging urban audiences through interactive and experiential strategies. This paper explores the effectiveness of street-level marketing, examining its evolution, theoretical underpinnings, and the impact of urban environments on marketing strategies. Key interactive methods, including guerrilla marketing, experiential campaigns, and flash mobs, are discussed alongside the critical role of technology and social media in enhancing audience engagement. Additionally, the paper addresses the challenges marketers face, such as regulatory constraints, audience diversity, and measurement of success. Despite these challenges, opportunities for leveraging community involvement, cultural relevance, and real-time feedback are abundant. By analyzing current trends and successful campaigns, the paper offers practical recommendations for businesses seeking to capitalize on urban marketing strategies and build authentic connections with city-based consumers.

An Ingenious Form of Advertising -"Guerrilla Marketing Technique" with reference to Social Media Marketing

An Ingenious Form of Advertising -"Guerrilla Marketing Technique" with reference to Social Media Marketing

Guerrilla Marketing in the 21st Century: A Systematic Analysis of the Discipline Through a Literature Review, a Taxonomy, and Identification of the Most Relevant Variables

In recent years, given the enormous competition for new products and services, many companies have begun to behave more creatively in an aim to be the best in the market. “Guerrilla marketing” refers to an advertising technique that uses unconventional and cost-effective approaches, employing a variety of strategies that reduce costs. Since the emergence of this concept in the second half of the last century, substantial research has looked into its application and usefulness. 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 Science, Scopus, and EBSCO databases. One hundred and sixty-four articles were analyzed in depth and divided into two separate lists: one with publications corresponding to Hutter and Hoffmann’s first classification, and another corresponding to the new variables that emerged from the in-depth study that was carried out. As a consequence, a new taxonomy is proposed for the field, based on the identification of some novel variables characterizing the different existing approaches.

The Impact of Guerrilla advertising on Brand Image (A study of three types of Guerrilla advertising)

In the field of advertising, the designer searches for everything that is new, attractive, and attracts the eye, and what to communicate a clear message to the audience and clarifies the concept. It is a visual communicative work of art. As for marketing, it includes several components, including market study and brand management with advertising, which are two parts of the marketing process. Clients get better at abstaining from being affected by customary promoting, whether using new innovation or just by intellectually obstructing them. Promoters utilized a portion of the new publicizing media that emerged from the crowd's assumptions, and understood that they expected to utilize imaginative, inventive and unpredictable strategies, methodologies and procedures to hold their clients. Guerrilla promoting methodologies highlight imaginative thoughts that are powerfully introduced in offbeat ways where publicizing is least anticipated. The objective is to shock, aggravate, interest and move the shopper. Guerrilla advertising strategies are more creative and engaging than traditional methods. This research came to show the relationship between Guerilla Advertising and Guerilla marketing, And how to know the type of marketing advertising through the strategy used. This paper plans to contribute in making a hypothetical methodology of Guerrilla publicizing techniques all through dissecting the setting of beginning, standards and reasoning of Guerrilla, right off the bat, promoting, besides featuring the coordination of Guerrilla promoting as eccentric advertising strategies. This paper takes a descriptive approach to description the effect of guerrilla advertising on brand image through analysis some of the different types of guerrilla advertising strategies. The research finds results promote utilized a portion of the new publicizing media that emerged from the crowd's assumptions, and understood that they expected to utilize creative, inventive and whimsical strategies, procedures and methods to hold their clients.

The Effects of Guerrilla Marketing in Small and Medium-Sized Enterprises in Metro Manila, Philippines

In the 21st Century, businesses have maximized the opportunities of media advertising to communicate their products and services to customers. As time progressed, advertising firms preferred applying traditional strategies to clients' advertisements, such as celebrity endorsements, telemarketing, and print media. Small and medium-sized enterprises, or SMEs, have a significant role in most economies. With these businesses having several employees below a certain threshold and a limited budget, some SMEs set themselves apart from competitors by using unique and creative strategies commonly called Guerrilla Marketing. Through a mixed-method approach, the researchers determined the effects of Guerrilla Marketing on Small and Medium-sized Enterprises in Metro Manila. The researchers deployed questionnaires to 385 respondents and an online interview with 13 employees. The results of this study shall contribute to the body of knowledge of businesses, more particularly SMEs, on whether it is beneficial for them to adopt such marketing strategies.