Surprise me with your ads! The impacts of guerrilla marketing in social media on brand image

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Gökerik M., Gürbüz A., Erkan İ., Mogaji E., Sap S.

Asia Pacific Journal of Marketing and Logistics, cilt.30, ss.1222-1238, 2018 (SCI-Expanded) identifier identifier

  • Yayın Türü: Makale / Tam Makale
  • Cilt numarası: 30
  • Basım Tarihi: 2018
  • Doi Numarası: 10.1108/apjml-10-2017-0257
  • Dergi Adı: Asia Pacific Journal of Marketing and Logistics
  • Derginin Tarandığı İndeksler: Science Citation Index Expanded (SCI-EXPANDED), Social Sciences Citation Index (SSCI), Scopus
  • Sayfa Sayıları: ss.1222-1238
  • Anahtar Kelimeler: Social media, Guerrilla marketing, Functional brand image, Symbolic brand image, Information acceptance model (IACM), WORD-OF-MOUTH, INFORMATION ADOPTION, PERCEIVED USEFULNESS, CREDIBILITY, COMMUNICATION, ACCEPTANCE, CONSUMERS, DETERMINANTS, COMMUNITIES, ENGAGEMENT
  • Abdullah Gül Üniversitesi Adresli: Hayır

Özet

Purpose - The advent of social media brought a new perspective for guerrilla marketing since it allows ads to reach more people through the internet. The purpose of this paper is to investigate the influence of guerrilla marketing in social media on brand image.