Asia Pacific Journal of Marketing and Logistics, vol.30, pp.1222-1238, 2018 (Journal Indexed in SCI Expanded)
Article / Article
Title of Journal :
Asia Pacific Journal of Marketing and Logistics
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
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.