Guerrilla Marketing and Online Market Place
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Date
2024-04-15
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
Federal University, Dutsin-ma
Abstract
The development of electronic media and technological breakthroughs led to the creation of guerrilla
marketing, a low-cost marketing tactic designed to draw in large audiences. It entails utilizing the
diffusion and surprise effects to produce marketing campaigns that are memorable and effective. The
development of guerilla marketing, its guiding ideas, and its effects on the intended audience are all
examined in this study. Start-ups, small enterprises, and corporations with fewer corporate constraints
have embraced this strategy and integrated it with the online marketplace. Eighty participants in the
study were chosen by probability sampling, and the data was analyzed using both descriptive and
inferential statistics. (F (1, 98) = 46.075, p < 0.01, R = 0.566, R2
= 0.320, and adjusted R2
= 0.313). It
has been discovered from the study that guerilla was recommended that creativity, clarity, and
emotional arousal, should be considered by every online platform that recognizes guerilla marketing as
a marketing strategy and has only lately become aware of its potential.