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

GÖKERİK M., GÜRBÜZ A., ERKAN İ., Mogaji E., Sap S.

ASIA PACIFIC JOURNAL OF MARKETING AND LOGISTICS, cilt.30, ss.1222-1238, 2018 (SSCI İndekslerine Giren Dergi)

  • Cilt numarası: 30 Konu: 5
  • Basım Tarihi: 2018
  • Doi Numarası: 10.1108/apjml-10-2017-0257
  • Dergi Adı: ASIA PACIFIC JOURNAL OF MARKETING AND LOGISTICS
  • Sayfa Sayısı: ss.1222-1238

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.