Please use this identifier to cite or link to this item: https://hdl.handle.net/10419/338839 
Year of Publication: 
2025
Citation: 
[Journal:] Businesses [ISSN:] 2673-7116 [Volume:] 5 [Issue:] 4 [Article No.:] 47 [Year:] 2025 [Pages:] 1-15
Publisher: 
MDPI, Basel
Abstract: 
The landscape of marketing is rapidly evolving as companies adapt to new societal dynamics and technological advancements. Guerrilla marketing, characterized by its unconventional, creative, and cost-effective tactics, has proven effective in capturing consumer attention. When integrated with social media platforms, these tactics gain amplified reach, immediacy, and interactive potential, fostering viral spread and deeper consumer engagement. This research seeks to answer the pivotal question: "How does guerrilla marketing on social media influence consumer behavior and brand awareness?" To address this, a comprehensive literature review was conducted to provide an in-depth analysis of relevant studies in the field. Our findings reveal that this integration significantly enhances consumer engagement, boosts brand awareness, and positively influences purchasing behavior. Moreover, it provides firms with competitive advantages in dynamic, resource-constrained markets. The results highlight the importance of leveraging creative marketing approaches alongside digital platforms to shape consumer choices and drive successful marketing outcomes in the digital age.
Subjects: 
brand awareness
consumer engagement
digital marketing
guerrilla marketing
social media marketing
Persistent Identifier of the first edition: 
Creative Commons License: 
cc-by Logo
Document Type: 
Article
Appears in Collections:

Files in This Item:
File
Size





Items in EconStor are protected by copyright, with all rights reserved, unless otherwise indicated.