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Keywords: Guerrilla marketing
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Journal Articles
Asia Pacific Journal of Marketing and Logistics (2018) 30 (5): 1222–1238.
Published: 08 November 2018
...Mehmet Gökerik; Ahmet Gürbüz; Ismail Erkan; Emmanuel Mogaji; Serap Sap Purpose The advent of social media brought a new perspective for guerrilla marketing since it allows ads to reach more people through the internet. The purpose of this paper is to investigate the influence of guerrilla...
Journal Articles
Asia Pacific Journal of Marketing and Logistics (2016) 28 (1): 4–22.
Published: 11 January 2016
...Tam Duc Dinh; Khuong Ngoc Mai Purpose – The purpose of this paper is to integrate guerrilla marketing characteristics into advertising model through which the perceived effects of guerrilla marketing on Gen Y are identified, and to examine such effects on word of mouth (WOM) activity...
