GUERILLA MARKETING ACTIVITIES AND ITS EFFECT ON CONSUMERS

Yıl 2024, Sayı: 67, 61 - 68, 30.04.2024

V. Özlem Akgün , Bedirhan Demir , Mehmet Akif Çini

https://doi.org/10.18070/erciyesiibd.1301417

Öz

In today's marketing environment, traditional methods are no longer sufficient to reach and attract consumers. Technological developments have significantly changed consumption habits and required marketing managers to develop innovative, fascinating and unconventional marketing concepts. Guerrilla marketing has emerged as a contemporary approach to meet this need. Guerrilla marketing focuses on creating an eye catching marketing mix that attracts the attention of the target audience and increases brand awareness through low budgets and unconventional methods. It has become increasingly popular in modern marketing as a way to attract consumers and increase brand loyalty.
The aim of this study is to investigate the effect of guerrilla marketing activities, which aim to be more permanent and memorable in the minds of customers with intriguing methods, on consumers' purchase intention. A survey was conducted with 401 participants within the scope of the research. As a result of the statistical analysis, it was found that innovation, surprise, emotional arousal and clarity, which are the components of guerrilla marketing, have a significant and positive effect on consumers' purchase intention; It was found that relevance, aesthetics and humor did not have a significant and positive effect.

Anahtar Kelimeler

Guerrilla Marketing, Consumer Purchasing Decision, Marketing Communications.

GERİLLA PAZARLAMA FAALİYETLERİ VE TÜKETİCİLER ÜZERİNDEKİ ETKİSİ

Öz

Bugünün pazarlama ortamında, tüketicilere ulaşma ve onların dikkatini çekme konusunda kullanılan yöntemler, gelenekselin oldukça ötesindedir. Tüketim alışkanlıkları teknolojik gelişmelerin etkisiyle kökten değişmiştir ve değişmeye de devam etmektedir. Bu durum satışları artırma ya da marka sadakati geliştirme niyetinde olan pazarlama yöneticilerini dikkat çekici, inovatif, farklılık yaratan ve geleneksel olmayan tutundurma kampanyaları geliştirmeye zorlamaktadır. Gerilla pazarlama, pazarlama uzmanlarının bu ihtiyacını karşılayacak modern pazarlama yöntemleri arasındadır. Düşük bütçelerle ve alışılmadık yöntemlerle dikkat çekici pazarlama kampanyaları ortaya koymaya odaklanan gerilla pazarlama uygulamaları, hedef kitlelerin ilgisini çekmenin ve marka bilinirliğini artırmanın bir yolu olarak son dönemde sıklıkla tercih edilen modern pazarlama uygulamalarındandır.
Yapılan bu çalışmanın amacı; merak uyandıran yöntemlerle müşterilerin zihninde daha kalıcı ve hatırlanabilir olmayı hedef edinen gerilla pazarlama faaliyetlerinin, tüketicilerin satın alma niyeti üzerindeki etkisini araştırmaktır. Araştırma kapsamında 401 katılımcı ile anket çalışması gerçekleştirilmiştir. Yapılan istatistiki analizler neticesinde; gerilla pazarlama bileşenlerinden yenilik, sürpriz, duygusal uyarılma ve netliğin tüketicilerin satın alma niyeti üzerinde anlamlı ve pozitif bir etkiye sahip olduğu; alaka, estetik ve mizahın ise anlamlı ve pozitif bir etkiye sahip olmadığı bulgusu elde edilmiştir.

Anahtar Kelimeler

Gerilla Pazarlama, Tüketici Satın Alma Kararı, Pazarlama İletişimi.

Kaynakça

• Ahmed, R., Quresh, J., Streimikiene, D., Vveinhardt, J. ve Soomro, R. (2020). Guerrilla marketing trends for sustainable solutions: Evidence from sem based multivariate and conditional process approaches. Journal of Business Economics and Management, 21(3), 851-871.
• Akdoğan, M. Ş. ve Tarhan, M. (2022). Gerilla pazarlama faaliyetlerinin Y kuşağı tüketicilerinin satın alma davranışları üzerindeki etkisi. İşletme Araştırmaları Dergisi, 14(1), 85-98.
• Akhtar, N., Ahmad, H., Shahid, M., Abbas, W., Raza, H. ve Ahmad, A. (2016). Impacts of guerrilla marketing on consumer buying behavior. International Review of Management and Business Research, 5(2), 634-642.
• AMA-American Marketing Association (2022). “Definition of Marketing”, Erişim adresi https://www.ama.org/the-definition-of-marketing-what-is-marketing/
• Baltes, G. ve Leibing, I. (2008). Guerrilla marketing for information services? Emerald New Library World, 109(1/2), 46-55.
• Chionne, R. ve Scozzese, G. (2014). Some evidence on unconventional marketing: Focus on guerrilla marketing. International Business Research, 7(12), 153-166.
• Comrey, A. L. ve Lee, H. B. (1992). A First Course in Factor Analysis. (2th Edition), New Jersey: Hillsdale, Lawrence Erlbaum Associates Publishers.
• Çokluk, Ö., Şekercioğlu, G. ve Büyüköztürk, Ş. (2012). Sosyal Bilimler İçin Çok Değişkenli İstatistik: SPSS ve Lisrel Uygulamaları, Ankara: Pegem Akademi Yayıncılık.
• Dinh, T. D. ve Mai, K. N. (2015). The effects of guerilla marketing on gen Y’s purchase ıntention: A study in Ho Chi Minh City, Vietnam. International Journal of Trade, Economics and Finance, 6(4), 191-198.
• Dubauskas, G. ve Išoraitė, M. (2022). Guerrilla marketing tools in financial service organizations. Independent Journal of Management & Production, 13(2), 627-647.
• Field, A. (2000). Discovering Statistics using SPSS for Windows. London, Thousand Oaks, New Delhi: Sage Publications.
• Gedik, Y. (2020). Gerilla Pazarlama: Araçları, Avantajları ve Stratejileri Üzerine Teorik Bir Çerçeve. Çağ Üniversitesi Sosyal Bilimler Dergisi, (17)2, 68-86.
• Guerin, M. M. (2008). Consumers' perception of the creativity of advertisements: development of a valid measurement scale. Recherche et Applications en Marketing, 23(4), 97-118.
• Gürbüz, S. ve Şahin, F. (2018). Sosyal Bilimlerde Araştırma Yöntemleri Felsefe-Yöntem-Analiz. Ankara: Seçkin Yayıncılık.
• https://data.tuik.gov.tr/Bulten/Index?p=Istatistiklerle-Cocuk-2022-49674. Erişim Tarihi: 10.04.2023
• Iqbal S. ve Lohdi S. (2015). The ımpacts of guerrilla marketing on consumers’ buying behavior: A case of beverage ındustry of Karachi. Arabian Journal of Business and Management Review, 6(2), 184-191.
• İslamoğlu, H. ve Altunışık, R. (2017). Tüketici Davranışları. İstanbul: Beta Yayıncılık.
• Jayesh, S. ve Jacob, J. K. (2019). The impact of guerrilla marketing on consumer’s purchase intentions. IJRAR- Uluslararası Araştırma ve Analitik İncelemeler Dergisi, Special Issue, 189-196.
• Jeevan, P. (2016). A study on awareness and effectiveness of guerrilla marketing technique-An innovative means of advertising. International Journal of Management, IT and Engineering, 6(1), 495-507.
• Katke, K. (2016). Guerilla marketing for effective marketing communication: A special reference to social media marketing. Asia Pacific Journal of Research, I(XLI), 151-157.
• Levinson, C.L. ve Hanley, P.R.J. (2007). Tüketicilerin Bilinçaltını Fethetmek İçin Gerilla Pazarlama Devrimi. (Çev.: Fetcher, Y.). İstanbul: MediaCat Kitapları.
• Levinson, J. C. ve Horowitz, S. (2010). Guerilla Marketing Goes Green: Winning Strategies to İmprove Your Profits and Your Planet, Hoboken: John Wiley ve Sons.
• Marcus, A. O. (2019). Domınance of spouses of ıgbo households in purchase decısıon of household goods in Anambra State, Nıgerıa. British Journal of Marketing Studies (BJMS), 7(3), 44-72.
• Marsh, H. W., Hau, K.T., Artelt, C., Baumert, J. ve Peschar, J. L. (2006). “OECD’s Brief Self-Report Measure of Educational Psychology’s Most Useful Affective Constructs: CrossCultural, Psychometric Comparisons Across 25 Countries”. International Journal of Testing, 6(4), 311-360.
• Mercanti-Guérin, M. (2008). Consumers’ perception of the creativity of advertisements: development of a valid measurement scale. Recherche et Applications en Marketing (English edition), 23(4), 97-118.
• Metodijeski, D., Temelkov, Z. ve Stankovska, A. (2016). Guerrilla marketing: An important tool for managers in tourist sector. Macedonian International Journal of Marketing, 2(3), 124-129.
• Mudrik, M., Rigelsky, M., Gavurona, B., Bačik, R. ve Fedorko, R. (2020). Comparison of influence of selected viral advertising attributes on shopping behavior of Millennials-empirical study. Innovative Marketing, 16(3), 14-25.
• Nardalı, S. (2009). Gerilla pazarlaması ve uygulamadaki bazı örnekleri. Yönetim ve Ekonomi, 16(2), 107-119.
• Nawaz, A., Raheem, A. R., Areeb, J., Ghulam, M., Hira, S. ve Rimsha, B. (2014). Impacts of guerrilla advertising on consumer buying behavior. Information and Knowledge Management, 4(8), 45-52.
• Nufer, G. (2013). Guerrilla marketing-Innovative or parasitic marketing? Modern Economy, 4, 1-6.
• Nunthiphatprueksa, A. (2017). Is guerilla marketing worth investing? The impacts of guerilla marketing on purchase intention. UTCC International Journal of Business and Economics, 9(2), 39-59.
• Onurlubaş, E. (2017). A Research on the determination of consumer perceptions related to guerrilla marketing methods: Sample of Izmir Province. EMAJ Emerging Markets Journal, 7(1), 30-40.
• Özkan, B. ve Gaga, M. (2022). The effect of guerilla marketing activities on purchase intention. VII. International European Conference on Social Sciences, 848-854, Antalya/Turkey.
• Pelsmacker, P. D., Decock, B. ve Geuens, M. (1998). Advertising characteristics and the attitude towards the ad- a study of 100 likeable tv commercials. Marketing and Research Today, 27(4), 166-179.
• Pelsmacker, P. D., Geuens, M. ve Anckaert, P. (2002). Media context and advertising effectiveness: the role of context appreciation and context/ad similarity. Journal of Advertising, 31(2), 49-61.
• Powrani, K. ve Kennedy, F. (2018). The Effects of Guerrilla Marketing on Generation Y Consumer’s Purchase Intention. Asian Journal of Economics, Business and Accounting, 7(1), 1-12.
• Rogers, D. (2021). Guerrilla marketing: a qualitative study on generation Z, exploring perceptions and loyalties around fast food advertising (Doctoral dissertation, The IIE).
• Scheibe, A. (2013). Unconventional methods of marketing communications. Business and Non-profit Organizations Facing Increased Competition and Growing Customers' Demands, 12, 103-116.
• Scherer, K. R. (2005). What are emotions? And how can they be measured? Social Science Information, 44(4), 695-729.
• Sciulli, L. M., Bebko, C. P. ve Bhagat, P. (2017). How emotional arousal and attitudes ınfluence ad response: using eye tracking to gauge nonprofit print advertisement effectiveness. Journal of Marketing Management, 5 (1), 1-11.
• Shahriari, S. ve Haghshenas Kashani, F. (2022). The effect of guerrilla marketing dimensions through usefulness mediation variables and acceptance of ınformation in brand ımage in social networks studied by students of Tehran Azad University of Research Sciences. Jounal of Marketing Management, 17(54), 1-23.
• Singhal, R. (2021). Impact of guerrilla marketing on the buying behavior of consumers. Journal of Emerging Technologies and Innovative Research, 8(3), 73-77.
• Tabachnick, B. G. ve Fidel, L. S. (2001). Using Multivariate Statistics (Fourth Edition), MA: Allyn and Bacon.
• Tsiotsou, R. (2006). The role of perceived product quality and overall satisfaction on purchase intentions. International Journal of Consumer Studies, 30(2), 207-217.
• Tuu, H. H. ve Olsen, S. O. (2010). Certainty, risk and knowledge in the satisfaction-purchase intention relationship in a new product experiment. Emerald Asia Pacific Journal of Marketing and Logistics, 24(1), 78-101.
• Volna, D. (2014). Analysis of Guerilla Marketing Effects on Customer Perception, Technical University of Ostrava Faculty of Economics, Diploma Thesis. Erişim Adresi: https://dspace.vsb.cz/handle/10084/105812?locale-attribute=en
• Wallendorf, M., Zinkhan, G. ve Zinkhan L. S. (1981). Cognitive Complexity and Aesthetic Preference. C. H. Elizabeth ve B. H. Morris (Yay. haz.). SV-Symbolic Consumer Behavior içinde (s. 52-59). New York, NY: Association for Consumer Research.
• Xavier, L. ve Jayan, V. L. (2021). The guerrilla marketing technique. Perspectives on Business Management ve Economics, IV, 138-143.
• Yıldız, S. (2017). Effects of guerrilla marketing on brand awareness and consumers’ purchase intention. Global Journal of Economics and Business Studies, 6(12), 177-185.
• Zhang, Y. (1996). Responses to humorous advertising: The moderating effect of need for cognition. Journal of Advertising, 25(1), 15-32.