The Effects of Integrating Guerrilla Marketing Techniques with Social Media Applications in Digital Marketing

Bora Gündüzyeli ()
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Bora Gündüzyeli: Faculty of Economics, Administrative and Social Sciences, Department of Management Information Systems (MIS), Istanbul Topkapı University, Istanbul 34310, Turkey

Businesses, 2025, vol. 5, issue 4, 1-15

Abstract: The landscape of marketing is rapidly evolving as companies adapt to new societal dynamics and technological advancements. Guerrilla marketing, characterized by its unconventional, creative, and cost-effective tactics, has proven effective in capturing consumer attention. When integrated with social media platforms, these tactics gain amplified reach, immediacy, and interactive potential, fostering viral spread and deeper consumer engagement. This research seeks to answer the pivotal question: “How does guerrilla marketing on social media influence consumer behavior and brand awareness?” To address this, a comprehensive literature review was conducted to provide an in-depth analysis of relevant studies in the field. Our findings reveal that this integration significantly enhances consumer engagement, boosts brand awareness, and positively influences purchasing behavior. Moreover, it provides firms with competitive advantages in dynamic, resource-constrained markets. The results highlight the importance of leveraging creative marketing approaches alongside digital platforms to shape consumer choices and drive successful marketing outcomes in the digital age.

Keywords: guerrilla marketing; digital marketing; social media marketing; consumer engagement; brand awareness (search for similar items in EconPapers)
JEL-codes: A1 D0 D4 D6 D7 D8 D9 E0 E2 E3 E4 E5 E6 E7 F0 F2 F3 F4 F5 F6 G0 G1 G2 H0 J0 K2 L0 L1 L2 M0 M1 M2 M3 M4 M5 N0 N1 N2 O0 O1 P0 (search for similar items in EconPapers)
Date: 2025
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