The Effects of Gorilla Marketing in Social Media on Consumer Behavior

Abstract

The research aims to identify the means and principles of guerilla marketing, what distinguishes it from traditional marketing, and the definition of consumer behavior. The purpose of the research is to investigate the impact of guerilla marketing on social media on consumer behavior. The research therefore used the descriptive-analytical approach by describing and analyzing the relationship that can arise between social media and consumer behavior and guerilla marketing. The research concluded that there was a possibility of applying guerilla marketing, and its effectiveness in spreading awareness and influencing the target audience in the field of social change. The research model was validated by modeling structural equations based on surveys of 310 customers. The statistical program SPSS was used to support the results of the proposed model, as the results confirm that the marketing of gorillas on social media has a positive impact on consumer behavior. The above sample was considered appropriate because the research had to be conducted with people using social media. Most guerilla marketing studies focus on consumers and neglect potential impacts on brands. And in order to fill this gap in the literature, By scaling this research, it contributes to testing the determinants of consumer behavior. On the managerial side, this research provides marketers with a frame of reference for understanding the adoption of guerilla marketing information on social media