An Ingenious Form of Advertising -"Guerrilla Marketing Technique" with reference to Social Media Marketing

Abstract: Guerrilla marketing is a non-traditional marketing technique that involves using unconventional and creative tactics to promote a brand or product. Guerrilla marketing campaigns can take many forms, such as street art, flash mobs, or social media marketing and are often designed to create a memorable and shareable experience for consumers. This study explores the effectiveness of guerrilla marketing techniques through social media platforms, specifically WhatsApp, Facebook, and Twitter. 120 respondents were used to test the association between the usage of these social media platforms and obtaining product information. The chi-square test was employed to analyze the data, and the results showed a significant association between the usage of social media platforms and obtaining product information. The chi-square test statistic values were high, indicating a strong association between the variables.

Keywords: Guerrilla Marketing, Unconventional, Marketing Strategy, Creative Campaigns, Non-traditional Marketing

JEL Classification Number: M31