The Effectiveness of Guerrilla Marketing Strategies on the Customers’ Purchase Intention in the Egyptian Market

Authors

1 Faculty of Communication and Mass Media, the British University in Egypt,

2 Faculty of Mass Communication, Cairo University

Abstract

Purpose. The Guerrilla marketing strategy which provides unconventional ideas with a low-cost budget was recently used by different companies that are seeking to change their traditional marketing strategies to grab the customers’ attention and influence their responses towards their products or services. Therefore, this study aims to analyze the effectiveness of the Guerrilla marketing strategy in Egypt along with examining the Guerrilla marketing factors that affect the customers’ purchase intention in Egyptian society.
Design/methodology. The study used a quantitative method using an online survey that was conducted with 451 respondents.
Results. The results showed that Guerrilla marketing factors including “Creativity”, “Clarity”, “Surprise”, “Diffusion”, “Humor”, and “Emotional arousal” are positively affecting the customers’ purchase intention.

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