 |
International Journal for Research Trends and Innovation
International Peer Reviewed & Refereed Journals, Open Access Journal
ISSN Approved Journal No: 2456-3315 | Impact factor: 8.14 | ESTD Year: 2016
Scholarly open access journals, Peer-reviewed, and Refereed Journals, Impact factor 8.14 (Calculate by google scholar and Semantic Scholar | AI-Powered Research Tool) , Multidisciplinary, Monthly, Indexing in all major database & Metadata, Citation Generator, Digital Object Identifier(DOI)
|
Issue: June 2025
Volume 10 | Issue 6
Review Result and Publication of Paper within : 2-3 days
Click Here For more DetailsFor Authors
Forms / Download
Published Issue Details
Editorial Board
Other IMP Links
Facts & Figure
Impact Factor : 8.14
Issue per Year : 12
Volume Published : 10
Issue Published : 109
Article Submitted : 16129
Article Published : 7097
Total Authors : 19084
Total Reviewer : 688
Total Countries : 125
Indexing Partner
Licence
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License
|
Published Paper Details
|
|
| Paper Title: | To Study the Techniques and impact of Guerrilla Marketing on Purchase Intentions with reference to Gen Z |
| Authors Name: | Nishchay Saxena , Shubhangi Jain |
| Download E-Certificate: | Download |
| Author Reg. ID: |
IJRTI_182897
|
| Published Paper Id: | IJRTI2207026 |
| Published In: | Volume 7 Issue 7, July-2022 |
| DOI: | http://doi.one/10.1729/Journal.30914 |
| Abstract: | Guerrilla Marketing, a term pioneered in the late 1900s, has gained significant traction in the 21st century, with brands designing their campaigns to capture the attention of this new tech-savvy generation. As part of this study, we examined different guerrilla marketing techniques including Ambient, Sensation, Buzz, Ambush, and Guerrilla Publicity to determine if they affected generation Z's purchase intention. In addition, a questionnaire was administered in person and online to gather quantitative data. A total of 203 questionnaires were distributed to respondents, 200 of which were returned, resulting in a response rate of 98.4%. The hypotheses were tested using least-squares regression (OLS) and multiple regression analysis. Following a thorough study and a statistical analysis of multiple hypotheses, the result indicated a positive relationship between novelty, relevance, aesthetics, surprise, humor, emotional arousal, clarity (the independent variables), and purchase intention (the dependent variable). We hypothesized that the same set of independent variables would lose their significance if they were considered together, so Multiple Regression was conducted, and we obtained different results. Thus, novelty, aesthetics, surprise, and humor had a stronger impact on purchase intention, while relevance, emotional arousal, and clarity had a weaker impact, and were not statistically supported. In the context of practical implications, the aesthetics of the studies led to the strongest impact on purchase intentions, which should be taken into account when Guerrilla marketing-related activities are employed. Also, firms and advertising agencies should find new ways of communicating with target audiences in order to effectively interact with them. In the context of Guerrilla marketing, novelty, aesthetics, surprise, and humor should be emphasized as they are strong reinforcers and thus marketers should focus more on these elements to strengthen their campaign presence in front of Gen Z. |
| Keywords: | Guerrilla Marketing, Purchase Intention, Generation Z, Guerrilla Advertising |
| Cite Article: | "To Study the Techniques and impact of Guerrilla Marketing on Purchase Intentions with reference to Gen Z", International Journal of Science & Engineering Development Research (www.ijrti.org), ISSN:2455-2631, Vol.7, Issue 7, page no.163 - 168, July-2022, Available :http://www.ijrti.org/papers/IJRTI2207026.pdf |
| Downloads: | 000204925 |
| ISSN: |
2456-3315 | IMPACT FACTOR: 8.14 Calculated By Google Scholar| ESTD YEAR: 2016 An International Scholarly Open Access Journal, Peer-Reviewed, Refereed Journal Impact Factor 8.14 Calculate by Google Scholar and Semantic Scholar | AI-Powered Research Tool, Multidisciplinary, Monthly, Multilanguage Journal Indexing in All Major Database & Metadata, Citation Generator |
| Publication Details: |
Published Paper ID: IJRTI2207026
Registration ID:182897
Published In: Volume 7 Issue 7, July-2022
DOI (Digital Object Identifier): http://doi.one/10.1729/Journal.30914
Page No: 163 - 168 Country: Dehradun, Uttarakhand, India Research Area: Management Publisher : IJ Publication Published Paper URL : https://www.ijrti.org/viewpaperforall?paper=IJRTI2207026 Published Paper PDF: https://www.ijrti.org/papers/IJRTI2207026 |
| Share Article: | |
|
Click Here to Download This Article |
|
| Article Preview | |
|
|
|
Major Indexing from www.ijrti.org
| Google Scholar | ResearcherID Thomson Reuters | Mendeley : reference manager | Academia.edu |
| arXiv.org : cornell university library | Research Gate | CiteSeerX | DOAJ : Directory of Open Access Journals |
| DRJI | Index Copernicus International | Scribd | DocStoc |
ISSN Details
 |
 |
|
ISSN: 2456-3315
Impact Factor: 8.14 and ISSN APPROVED,
Journal Starting Year (ESTD) : 2016
DOI (A digital object identifier)
| Providing A digital object identifier by DOI.ONE How to Get DOI? |
Conference
Open Access License Policy
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License
Important Details
Join RMS/Earn 300
WhatsApp
Click Here
Click Here
Indexing Partner |
|||
| Copyright © 2025 - All Rights Reserved - IJRTI | |||