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

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

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

  • Publication Type: Article / Article
  • Volume: 30
  • Publication Date: 2018
  • Doi Number: 10.1108/apjml-10-2017-0257
  • Title of Journal : Asia Pacific Journal of Marketing and Logistics
  • Page Numbers: pp.1222-1238
  • Keywords: 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

Abstract

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.