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Journal articles on the topic 'Guerilla Marketing'

Author: Grafiati

Published: 4 June 2021

Last updated: 30 May 2022

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1

Nathwani, Prof Ashish, and Prof (Dr ). Sanjay Bhayani. "Ethical Issues of Guerilla Marketing." Indian Journal of Applied Research 3, no. 8 (October 1, 2011): 438–40. http://dx.doi.org/10.15373/2249555x/aug2013/141.

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2

Nur Fadhila, Siti Ayu. "Penggunaan Digital Guerilla Marketing Dalam Usaha Kecil Dan Menengah." Jurnal Studi Manajemen dan Bisnis 5, no. 2 (February 5, 2020): 95–100. http://dx.doi.org/10.21107/jsmb.v5i2.6660.

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Penelitian ini bertujuan untuk mengetahui (1) Prinsip dari strategi guerilla marketing dan (2) Penerapan strategi guerilla marketing dalam konsep digital marketing bagi Usaha Kecil dan Menengah (UKM). Jenis penelitian ini merupakan penelitian kualitatif dengan teknik pengumpulan data menggunakan studi literatur. Hasil penelitian menunjukkan, (1) terdapat 3 prinsip strategi guerilla marketing yatitu surprise effect, diffusion effect, dan low cost effect (2) penerapan strategi guerilla marketing dalam konsep digital marketing dapat dilakukan dengan cara penukaran poin belanja, menampilkan kuis, dan menjangkau konsumen dengan menampilkan testimoni secara suka rela dari konsumen yang merasa puas.

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3

Hutter, Katharina, and Stefan Hoffmann. "Guerilla-Marketing in der Unternehmenspraxis." WiSt - Wirtschaftswissenschaftliches Studium 44, no. 4 (2015): 188–93. http://dx.doi.org/10.15358/0340-1650-2015-4-188.

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4

Balážiová, Iveta, and Lucia Spálová. "Terminological and Historical Background of Guerilla Marketing as a Marketing Communication Strategy." Social Communication 6, no. 1 (January 1, 2020): 81–92. http://dx.doi.org/10.2478/sc-2020-0009.

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AbstractThis article deals with guerilla marketing and/or guerilla marketing strategy on the background of military attack strategies. The aim of this article is to grasp guerrilla marketing in a broader context, starting from the marketing and communication strategy, which is historically and terminology inspired by the military strategy of guerrilla attacks and/or by military strategy in general. The theoretical study is a meta-analysis of five scientific publications dealing with the overlays of military strategies and marketing to identify useful marketing and communication strategies. Guerilla marketing as an offensive-defensive strategy present among the attack strategies and it is described as a way for small and weaker businesses to compete with large corporations in the existing conflict and to act as challengers in the battle. An emphasis will be put on the primary characteristic of guerrilla warfare: it is a typical competitive struggle based on a series of small intermittent attacks and withdrawals.

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5

Klepek, Martin. "GUERRILLA MARKETING CONCEPT AND FURTHER RESEARCH POSSIBILITIES." Acta academica karviniensia 14, no. 3 (September 30, 2014): 79–87. http://dx.doi.org/10.25142/aak.2014.050.

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6

Damar-Ladkoo, Adjnu. "Guerilla Marketing of Fresh Organic Agricultural Products." Theoretical Economics Letters 06, no. 02 (2016): 246–55. http://dx.doi.org/10.4236/tel.2016.62027.

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7

Mbah Takwi, Francis, Bejanga Etonde Abene Sharon, Nchise Delphine Nchang, and Kiven Cynthia. "Guerilla Marketing Strategies of Neochurches in Cameroon." American Journal of Operations Management and Information Systems 5, no. 3 (2020): 49. http://dx.doi.org/10.11648/j.ajomis.20200503.13.

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8

Heeser, Alexandra. "Neue Wege im Recruiting: Haben Sie heute ein Foto für uns?" kma - Klinik Management aktuell 24, no. 07/08 (August 2019): 38–39. http://dx.doi.org/10.1055/s-0039-1694931.

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Bewerbung mit Spontan-Selfie oder per App? Der Wettbewerb um Klinikpersonal geht neue, mitunter skurrile Wege. Das Spektrum reicht von Guerilla-Marketing-Aktivitäten bis hin zu ausgefeilten Employer-Branding-Kampagnen.

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9

Hutter, Katharina, and Stefan Hoffmann. "Guerilla-Marketing – eine nüchterne Betrachtung einer viel diskutierten Werbeform." der markt 50, no. 2 (November 6, 2010): 121–35. http://dx.doi.org/10.1007/s12642-010-0046-3.

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10

Ay, Canan, Pinar Aytekin, and Sinan Nardali. "Guerrilla Marketing Communication Tools and Ethical Problems in Guerilla Advertising." American Journal of Economics and Business Administration 2, no. 3 (March 1, 2010): 280–86. http://dx.doi.org/10.3844/ajebasp.2010.280.286.

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11

Galer-Unti, Regina A. "Guerilla Advocacy: Using Aggressive Marketing Techniques for Health Policy Change." Health Promotion Practice 10, no. 3 (July 2009): 325–27. http://dx.doi.org/10.1177/1524839909334513.

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12

Akbar, Bintang Mukhammad Burhanudin. "Penerapan AISAS Dan Guerilla Strategy Terhadap Keberhasilan E-commerce Pertanian." Jurnal Bisnisman : Riset Bisnis dan Manajemen 1, no. 2 (January 3, 2020): 41–51. http://dx.doi.org/10.52005/bisnisman.v1i2.12.

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The development of technology, which is increasingly fast, provides distortion to many sectors of the business. At present, all areas inevitably use technology as part of business acceleration. Agricultural e-commerce is one of the firms that is currently developing and trying to be an alternative in providing agricultural product needs. The approach used in the study is AISAS and partial least square. The results of the survey that companies need to improve sharing behavior and apply the effects of guerilla marketing better.

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13

Simpson, Bonnie J. K. "Book Review: Guerilla Marketing Goes Green: Winning Strategies to Improve Your Profits and Your Planet." Journal of Macromarketing 31, no. 3 (April 11, 2011): 324–25. http://dx.doi.org/10.1177/0276146711405210.

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14

GURIŢĂ, Doina. "The Fight for the Life of a Tourism Company in a Global Competitive War Environment." Anuarul Universitatii Petre Andrei din Iasi. Fascicula Drept, stiinte economice, stiinte politice 26 (2020): 119–26. http://dx.doi.org/10.18662/upalaw/52.

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Lately there is talk of an expansion of some tourist services in most countries. In the developed countries, through the participation of the various economic sectors in the gross national product has brought a profound change in the global competitive environment. It has been observed, from the research carried out that some tourism companies apply as a technique of promotion on the global market the guerilla marketing. Jay Conrad Levinson defines guerrilla marketing as "achieving common goals through unconventional methods" [Robert J. Kaden, 2008]. "Guerrilla fighters" need to know precisely the important motivations and messages that will influence potential customers to become effective customers of the tourism company and existing customers to buy more. That is why it is important to make the locations known to the consumer, the advantages offered by the tourism company has marketing with all its levers.

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15

Tam, Dinh Duc, and Mai Ngoc Khuong. "The Effects of Guerilla Marketing on Gen Y’s Purchase Intention — A Study in Ho Chi Minh City, Vietnam." International Journal of Trade, Economics and Finance 6, no. 4 (August 2015): 191–98. http://dx.doi.org/10.7763/ijtef.2015.v6.468.

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16

Lee, Seung Hwan (Mark), K. Douglas Hoffman, Shahin A. Chowdhury, and Ksenia Sergueeva. "CREATING A VIDEO DOCUMENTARY AS A TOOL FOR REFLECTION AND ASSESSMENT: CAPTURING GUERILLA MARKETING IN ACTION." Marketing Education Review 28, no. 2 (December 11, 2017): 126–30. http://dx.doi.org/10.1080/10528008.2017.1409079.

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17

Jaramillo, Alejandro. "Guerilla Marketing Counterinsurgency and Capitalism in Colombia By Alexander L.Fattal, Chicago: University of Chicago Press, 2018." Visual Anthropology Review 36, no. 2 (September 2020): 401–4. http://dx.doi.org/10.1111/var.12210.

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18

Христофорова, Ирина. "Use of netnographic studies for evaluation of performance of provocative and guerilla marketing in the art market." Маркетинг и маркетинговые исследования 2 (2019): 294–303. http://dx.doi.org/10.36627/2074-5095-2019-2-2-294-303.

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Христофорова, Ирина. "Use of netnographic studies for evaluation of performance of provocative and guerilla marketing in the art market." Маркетинг и маркетинговые исследования 4 (2019): 294–303. http://dx.doi.org/10.36627/2074-5095-2019-4-4-294-303.

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20

Farooqui, Raheel. "The Role of Guerilla Marketing for Consumer Buying Behavior in Clothing Industry of Pakistan using Structural Equation Modeling (SEM)." South Asian Journal of Management Sciences 15, no. 1 (2021): 52–68. http://dx.doi.org/10.21621/sajms.2021151.04.

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21

Rοnο, Flοrence Chepkurui, and Lawrence Wainaina. "Entrepreneurship Training and Sustainability of Entrepreneurial Activities: A Case of Cοcοnut Sub-Sectοr in Kwale Cοunty, Kenya." International Journal of Current Aspects 3, no. VI (December 4, 2019): 327–53. http://dx.doi.org/10.35942/ijcab.v3ivi.92.

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Extensive studies have been conducted on entrepreneurship training and sustainability of entrepreneurial activities. Findings from these studies have shown that entrepreneurship training greatly influence the sustainability of entrepreneurial activities. These studies have however created cοntextual and methοdοlοgical gaps since they have fοcused οn different cοntext οther than Kwale Cοunty and cοncentrated οn different pοpulatiοns such as students in variοus settings. Lack of entrepreneurship training has dealt a major blow to most of the coconut sub-sector enterprises leading to their unsustainability or failures altogether. As such, the aim of this study was to find how entrepreneurship training affects sustainability of entrepreneurial activities in the coconut sub-sector in Kwale County, Kenya. The study was to assess the influence of opportunity identification training, resource identification training, business managerial training and entrepreneurial marketing training and sustainability of entrepreneurial activities in the coconut sub-sector in Kwale County. The study was grounded on social capital theory, knowledge spill over theory of entrepreneurship, entrepreneurship innovation theory and Marketing Orientation Theory. The study used descriptive and Explanatory research designs. The population of focus was the 264 respondents drawn from the 42 institutions including coconut processors, farmer’s cooperatives, marketing Agents for example EPC, National and County governments agencies and corporations as well as tertiary institutions offering entrepreneurship education in Kwale County. Stratified sampling technique was used to select 30% (79) respondents. A questionnaire was used to collect the data from the respondents. Descriptives and regression analyses was utilized to analyse the collected data. The study found a strong and significant relationship between the four independent variables and the dependent variable. The study concluded that various aspects of opportunity identification, resοurce identificatiοn, business managerial and entrepreneurship marketing training affect sustainability οf entrepreneurial activities οf cοcοnut sub-sectοr in Kwale Cοunty. The study recommended that there is need for concerned institutions to develop a practical oriented entrepreneurship curriculum that enhances resource identification. It is important that organizers, funding organizations and executers of entrepreneurship training continuously review the objectives of such trainings to ensure that they are relevant and contributing to different facets of entrepreneurship ventures. Training programmes, such as the business growth training, should be offered more frequently and target a higher number of entrepreneurs so that they too could benefit and acquire business management skills. The relevant stakeholders in the coconut sub-sector should leverage training on entrepreneurial marketing strategy in order to grow their business, suggested entrepreneurial strategies like guerilla and buzz marketing strategies, this are vital for the firm to grow.

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22

Chebotarov, Ie. "National Business Culture of Ukraine and the Profile of a Ukrainian Marketer." Economic Herald of the Donbas, no. 1 (63) (2021): 78–83. http://dx.doi.org/10.12958/1817-3772-2021-1(63)-78-83.

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The article attempts to consider a problem that has not yet been the subject of systematic developments in domestic and foreign science – the analysis of the profile of a Ukrainian marketer. This problem is investigated on the basis of the proposed new methodological approach: the recognition of the determinism of the profile of a marketer of a country (as well as in general – the profile of the entrepreneur) content and features of the national business culture of the country. The proposed approach logically necessitated a comparative analysis of the national business culture of Ukraine. This analysis was performed using the appropriate measuring parameters of modern economic comparativistics ("power distance", "individualism", "masculinity", "uncertainty avoidance", "long-term orientation", "indulgence") in comparison with Western, Central and Eastern Europe and the South East. The uniqueness of the national business culture of Ukraine is identified, which consists in its multiculturalism: in the organic combination of western (Anglo-Saxon) and eastern (south-eastern) entrepreneurship; with special respect for other religions and denominations. The characteristic features of the profile of a Ukrainian marketer are singled out (they, as well as the features of the profile of an entrepreneur of any country at all times, contain both positive and negative properties). A Ukrainian marketer: as a rule, is excluded from making fundamental decisions, which "pushes" him to the steps of "guerilla marketing"; he is more prone to collective forms of activity (but with hidden ambitious individual traits); in professional activity understands the value of life and wealth for the domestic consumer and consumer behavior as such; feels internal discomfort in conditions of uncertainty and special risk; the advantage of a Ukrainian marketer is activity in industries with long-term capital turnover and in the field of complex marketing research; domestic marketer to some extent still retains the properties of social orientation in business (but the dominant of his entrepreneurial consciousness are negative expectations).

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23

Balfour, Danny L. "Book Review: Guerillas in Government?" American Review of Public Administration 37, no. 1 (March 2007): 114–16. http://dx.doi.org/10.1177/0275074006294422.

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24

"Guerrilla Marketing." International Journal of Recent Technology and Engineering 8, no. 4 (November 30, 2019): 12425–27. http://dx.doi.org/10.35940/ijrte.d8609.118419.

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In Today’s World It’s Become Very Difficult For The Companies To Differentiate Their Marketing From The Existing Practice. One Method For Doing This Is To Promote The Guerrilla Marketing. It Is An Imaginative, Outrageous And Eye Catching One Than Conventional Type Of Advertising. The Purpose Of This Article Is To Focus On How The Use Of Guerilla Marketing Affects Consumer Behaviour In Terms Of Emotion, Excitement, Anticipation, Temptation And Aggressive And Purchase Decision. Guerilla Marketing Is More Innovative And Credible Than Traditional Marketing. It Has Great Impact On Brand Image, Brand Association And Purchase Decision. Company Use This Guerilla Marketing As A Surprise Strategy To Promote A Product Or Service. Traditional Media Like Print, Television, Posters And Notice Lose Popularity Among The Consumers, Company Try To Adopt New Technology By Following Various Channels Like Face Book, Instagram, Twitter And Youtube To Make A Good Impression About The Product Or Brand. To Be Successful, Companies Don’t Need To Spend Huge Money, They Just Think In A Different Way To Create A Memorable Experience.

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25

Klages, Christlieb. "Rechtliche Schranken beim Guerilla-Marketing." Berliner Anwaltsblatt, no. 5 (April 17, 2020). http://dx.doi.org/10.37307/j.2510-5116.2020.05.03.

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26

"An Empirical Observe at the Effect of Guerilla Advertising on Clients Buy Choice." International Journal of Engineering and Advanced Technology 9, no. 1S4 (December 30, 2019): 1044–46. http://dx.doi.org/10.35940/ijeat.a1224.1291s419.

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The present-day organizations are mostly bothered about gaining customers and their attention also most importantly retaining them for a longer duration. Guerilla marketing is one such marketing technique that makes use of unconventional or unique means of attracting customers. More than investment these techniques are more dependent on the creativity and innovation of the person designing the campaign and executing it. It is a low-cost strategy that helps to attract customers quickly with an element of surprise and buzz. Guerilla marketing has been taken as an independent variable where consumer purchase decision happens to be the dependent variable and its sub dependent variables being loyalty, frequency of buying the same product again and again. Guerilla marketing varies from traditional marketing as it's creative and unique at the same time it allows mass coverage on a large scale by spending the least amount of money on the same. It allows the firms to express their views about the product without putting much money or efforts. This research was more quantitative in nature. The sample size under consideration being 783at 95% confidence level. The study proves the point that Guerilla marketing does affect consumer purchase decision and their level of brand awareness.

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27

Pratama, Ady Putra. "Guerilla Marketing: Pengaruh Guerilla Advertising terhadap Awareness dan Image Produk bagi Perusahaan." Jurnal Aplikasi Manajemen 14, no. 1 (March 1, 2016). http://dx.doi.org/10.18202/jam23026332.14.1.04.

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28

Grzegorczyk, Wojciech. "ZASTOSOWANIE NIESTANDARDOWYCH KONCEPCJI MARKETINGU W STRATEGIACH MARKETINGU MIĘDZYNARODOWEGO." Przegląd Organizacji, May 31, 2018, 34–40. http://dx.doi.org/10.33141/po.2018.05.05.

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W ciągu ostatnich kilkunastu lat można spotkać się w literaturze marketingu z formułowaniem nowych koncepcji marketingu, takich jak, m.in. Agile Marketing, Content Marketing, Event Marketing, Buzz Marketing, Geuerilla Marketing, Blue Ocean Strategy. Celem artykułu było rozważenie, czy i w jakim stopniu powyższe koncepcje mogą mieć zastosowanie w strategiach marketingu międzynarodowego. Podkreślić jednak należy, że zdecydowana większość tych koncepcji nie ma charakteru kompleksowego i koncentruje się na wybranych narzędziach i działaniach marketingowych. W związku z tym w odniesieniu do decyzji o wyborze rynków zagranicznych i form ekspansji na nie wymienione wyżej koncepcje mają niewielkie zastosowanie. Niezbędny jest tu sekwencyjny proces badań marketingowych, a ponadto większość koncepcji odnosi się głównie do komunikacji i promocji. Natomiast w ramach strategii obecności na rynkach zagranicznych mogą one być wykorzystane przede wszystkim w fazie realizacji polityki promocji i komunikacji(Event Marketing, Buzz Marketing, Guerilla Marketing, Content Marketing). Znacznie większe może być zastosowanie Agile Marketing i Blue Ocean Strategy w odniesieniu do pozostałych elementów strategii marketing-mix na rynkach zagranicznych (np. monitorowanie sprzedaży, reakcje na zamiany cen, techniki sprzedaży czy instrumentów promocyjnych). Ze względu na relatywnie niewysokie koszty wymienione koncepcje marketingu mogą mieć zastosowanie gdy przedsiębiorstwa koncentrują się na wybranych segmentach na rynkach zagranicznych.

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29

Lubytė, Viltė. "Small and Medium Enterprises Brand Positioning Through Guerilla Marketing Principles." Vilnius University Open Series, June 29, 2021, 69–75. http://dx.doi.org/10.15388/vgisc.2021.9.

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The article analyses the positioning process of small and medium enterprises using the principles of guerrilla marketing. At the beginning of a business start-up, the positioning process becomes crucial to gain a competitive advantage in a crowded market. The problem is that small business cannot compete in the market with the same marketing tools as large companies. Exceptionally, small businesses often face three problems: lack of financial resources for advertising, lack of marketing specialists, inability to compete with large companies. The scientific literature analysis allowed us to systematise the essential principles of memorising the brand’s position using guerrilla marketing principles. The model of small and medium business brand positioning through guerrilla marketing and its principles are also presented. Guerrilla marketing is a particularly suitable way for small businesses as it requires creativity, intellectual and time investment rather than financial resources.

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30

"An Empirical Research on Rebooting of Customer Loyalty of Bata Product Through Guerrilla Marketing." International Journal of Recent Technology and Engineering 8, no. 2S8 (September 17, 2019): 1528–31. http://dx.doi.org/10.35940/ijrte.b1097.0882s819.

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This study is conducted to examine the rebooting of customer loyalty of Bata products through Guerrilla marketing that helps to sustain their customers. In this era of globalization all firms are facing competition. Bata Company is not an exception. Hence this study will reveal how for this guerilla marketing is effective to sustain in the market. Primary data collected through survey method. Questionnaire constructed and data was collected from customers in Chennai city. Multiple regression analysis tools are used that helps to predict the effect of independent variables on dependent variable. Multiple regression analysis determines the fit of the model and the relative contribution of each of the predictors to the total variance. The variation in loyalty of customers of Bata products through Guerilla marketing is explained by change in design, cost effectiveness, variety of products and offers to attract customers. Each independent variable explains the variance.

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31

Bieselin, Tanja-Barbara. "Im Kampf gegen Etat-Kürzungen, Schließungen und morsches Image. Guerilla-Marketing für Bibliotheken." BIBLIOTHEK Forschung und Praxis 29, no. 3 (January 20, 2005). http://dx.doi.org/10.1515/bfup.2005.361.

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32

B. Roxas, Rey James, Donald M. Patimo, Eugene C. Calumba, Francis C. Toleza, and Florabel C. Canaman. "Guerilla Marketing Practices of Small and Medium Enterprises: A Case of Calbayog City, Philippines." Journal of Marketing Management (JMM) 8, no. 1 (2020). http://dx.doi.org/10.15640/jmm.v8n1a6.

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33

Permadi, Permadi. "Strategi Entrepreneurial Marketing Gocampus.Co.Id Dalam Memasarkan Perguruan Tinggi Swasta." Jurnal Manajemen Bisnis dan Kewirausahaan 2, no. 4 (August 3, 2019). http://dx.doi.org/10.24912/jmbk.v2i4.4868.

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This study aims to market private universities in Indonesia and help students in facilitating the search for university information even become the number one educational information resource in Indonesia, where the analysis used is Matrix Strategic Position and Action Evaluation (SPACE). The research method used is descriptive qualitative. The study was conducted by observation on the environmental conditions of the gocampus.com industry in general and specifically based on existing facts. Analysis method used in this research is entrepreneurial marketing analysis which include strategy: Guerilla marketing, ambush marketing, and word of mouth marketing strategy The result from SPACE matrix quadrant indicates that GoCampus position is in aggressive quadrant with score on horizontal axis of 3 and score on the vertical axis of 2.2. Strategies that GoCampus can run for expansion (growth) from the perspective of entrepreneurial marketing strategy can be applied with several types: Guerrilla marketing, word of mouth marketing, and Ambush marketing. Gocampus can implement an expansion strategy and improve on the strength of human resources (for example by increasing the expertise of human resources, making efficiency in human resources), and increasing Gocampus technology accessibility (eg accessible on smartphones, plug and play available on google play, and sponsorship of google play applications that have a large market share), so that the company's performance can improve, and Gocampus expands its business to increase market share (eg penetrate the international university market).

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34

Chan, Ngai Keung, and Chi Kwok. "GUERILLA CAPITALISM AND THE PLATFORM ECONOMY: GOVERNING UBER IN CHINA, TAIWAN, AND HONG KONG." AoIR Selected Papers of Internet Research, October 5, 2020. http://dx.doi.org/10.5210/spir.v2020i0.11192.

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Platform firms, such as Uber and Airbnb, are emerging economic actors that aim at re-organizing the economic sectors they enter through challenging existing regulatory frameworks politically. While most studies focus on how platform firms’ political playbooks operate in European and North American democratic contexts, we know less about the regulatory and contestatory stories in non-Western and non-democratic contexts. This study aims to fill this lacuna by examining the governance of Uber in China, Hong Kong, and Taiwan. The three diverse political systems provide a comparative basis to how Uber's political playbook works in authoritarian (China), semi-authoritarian (Hong Kong), and democratic (Taiwan) systems, respectively. We introduce the concept of “guerilla capitalism” to describe how platform firms attempt to make a profit through exploiting legal grey zones or openly violating established laws. We present a critical discourse analysis of Uber’s public marketing materials, news coverage about Uber, and government reports about ride-hailing in the three cases. Our analysis illustrates (1) the convergent discursive and political strategies Uber employed to legitimize its business to change the law and (2) the divergent and contextual factors that lead to different regulatory outcomes. We argue that Uber’s operative logic lies at the swift accumulation of a large number of politically mobilizable customers and the formation of political coalitions with their customers; however, governmental responses to Uber's political playbook vary with regulatory contexts. Such an operative logic may re-shape power-relations in different political trajectories. This study affords significant opportunities for thinking about the comparative politics of platformization.

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35

Akdoğan, Mehmet Şükrü, and Mervenur Tarhan. "Gerilla Pazarlama Faaliyetlerinin Y Kuşağı Tüketicilerinin Satın Alma Davranışları Üzerindeki Etkisi (The Effect of Guerilla Marketing Activities on Purchase Behaviors of Generation Y Consumers)." Journal of Business Research - Turk, March 27, 2022. http://dx.doi.org/10.20491/isarder.2022.1368.

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Amaç –Bu araştırmanın amacı, hızla değişen günümüz tüketim dünyasında, gerilla pazarlama faaliyetlerinin; teknolojiye hakim, yeniliklere açık ve farkındalığı yüksek olan Y kuşağı tüketicilerinin satın alma davranışlarını nasıl etkilediğini araştırmaktır.Yöntem–Bu araştırmada veri toplama aracı olarak anket formu kullanılmıştır. Araştırmanın evreni Kayseri ilinde yaşayan 420 bin Y kuşağı tüketicisinden oluşmaktadır. Kolayda örnekleme yöntemiyle araştırmanın örneklemi 406 kişi olarak belirlenmiştir. Araştırmada gerilla pazarlama faaliyetleri boyutlarının tüketicilerin satın alma davranışı üzerindeki etkisini ölçmek amacıyla geliştirilen model doğrultusunda hipotezler oluşturulmuştur. Hipotezleri test etmek amacıyla çoklu regresyon analizi uygulanmış ve elde edilen veriler SPSS programıyla analiz edilmiştir.Bulgular –Yapılan analizler sonucunda gerilla pazarlama faaliyetlerinden; estetik, güvenilirlik ve harekete geçirme boyutlarının y kuşağı tüketicilerinin satın alma davranışları üzerinde anlamlı ve pozitifyönlü bir etkiye sahip olduğu görülürken; özgünlük, mizah ve ilginçlik boyutlarının anlamlı ve pozitif bir etkiye sahip olmadığı görülmüştür.Tartışma –Gerilla pazarlama kavramı, son yıllarda ülkemizde önem kazanmaya başlayan ve üzerinde durulan bir kavramdır. Yapılan çalışmalar incelendiğinde gerilla pazarlama kavramı ile ilgili çok sayıda araştırma yer almaktadır. Ancak gerilla pazarlama faaliyetlerinin Y kuşağı tüketicileri üzerindeki etkisini inceleyen çok az sayıda çalışma bulunmaktadır. Bu nedenle, bu araştırmanın ülkemizde gerilla pazarlama faaliyetleri alanındaki literatüre katkı sağlaması ve gelecekteki çalışmalara yol göstermesi beklenmektedir.

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