Guerrilla marketing in social media: The age of marketing outside the box

Nikos Schiniotakis and Katerina Divini
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Nikos Schiniotakis: Technological Educational Institute of Crete, Greece
Katerina Divini: Pancretan Cooperative Bank, Greece

Journal of Digital & Social Media Marketing, 2018, vol. 6, issue 1, 75-86

Abstract: Social media channels provide the most expedient method to develop the unconventional techniques of guerrilla marketing. Guerrilla marketing strategies attract consumers’ interest through creativity, imagination and surprise, and are conducive to the successful transmission of information beyond established advertising models. This paper outlines the techniques of guerrilla marketing through social media, providing illustrative examples. The paper analyses the issues surrounding successful guerrilla strategies and digital marketing techniques such as word-of-mouth marketing, buzz and viral marketing, and ambient and ambush marketing. Social media guerrilla marketing is ideal for enterprises that wish to promote their product or service to a large audience at a low cost.

Keywords: guerrilla marketing; marketing outside the box; digital marketing; social media; unconventional marketing (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2018
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