IS GUERILLA MARKETING WORTH INVESTING? THE IMPACTS OF GUERILLA MARKETING ON PURCHASE INTENTION Ariyaporn NUNTHIPHATPRUEKSA [email protected]Abstract Purpose - This study attempts to determine the effects of Guerilla marketing on Generation Y’s intention to purchase once they were exposed to Guerilla advertisement in Bangkok, Thailand. Methodology - The research was quantitatively conducted through the use of a face-to-face questionnaire. In so doing, 600 questionnaires were distributed to respondents and 449 were returned, yielding a response rate of 74.8%. Least Squares Regression (OLS) and Multiple Regression Analysis were used to test the proposed hypotheses. Findings - The result showed a positive relationship between novelty, relevance, aesthetics, surprise, humor, emotional arousal and clarity (the independent variables) and purchasing intention (the dependent variable) when tested with OLS. Suspecting that the same set of independent variables may lose their significant effect on purchase intention when considering the independent variables all together, Multiple Regressions were then used and different results were obtained. In this sense, novelty, aesthetics, surprise, and humor had a stronger impact on purchase intention while that of the other independent variables (relevance, emotional arousal, and clarity) was weaker, and was not statistically supported. Practical implications - Aesthetics had the greatest impact on purchase intention which should be taken into an account when guerilla marketing related activities are used. Moreover, firms and advertising agencies should find creative ways (novelty) of communication in order to interact effectively with target audiences. Surprise and humor (as the main differentiators between traditional marketing and Guerrilla marketing) had significant relationships with purchase intention. As far as the Guerilla marketing context is involved, priority should be given to novelty, aesthetics, surprise and humor as they are positive re-inforcers. Keywords; Guerilla marketing, purchase intention, generation Y
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IS GUERILLA MARKETING WORTH INVESTING?
THE IMPACTS OF GUERILLA MARKETING ON PURCHASE INTENTION
behavior) should be studied so that the effects of guerilla marketing can be further investigated.
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APPENDIX A; Questionnaire
Dear, Participant
Please look at pictures provided and respond to the questions accordingly.
Thank you
Part 1: The following statements concern your perception about the given ads. Your task is to indicate the
strength of your agreement with each statement. Take your time and consider each statement carefully.