Guerrilla marketing on Facebook: A mixed-method study on the effects on brand image and content sharing intentions
Autor(a) principal: | |
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Data de Publicação: | 2022 |
Outros Autores: | , |
Tipo de documento: | Artigo |
Idioma: | eng |
Título da fonte: | Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
Texto Completo: | http://scielo.pt/scielo.php?script=sci_arttext&pid=S2182-84582022000300037 |
Resumo: | Abstract Guerrilla marketing suggests using creative and unexpected messages and channels to stand out in the marketing communication crowd. Despite practitioners' growing interest in the topic, the contributions in the literature are still scarce. This study aims to explore the impacts of guerrilla marketing campaigns on Facebook on brand image and content sharing intentions. Mixed-method research was adopted. The first phase was more exploratory and used focus groups to analyze consumers' perceptions and responses to guerrilla marketing campaigns. It was followed by a quantitative study of 256 Portuguese consumers that answered an online survey after being exposed to a guerrilla marketing campaign on Facebook. Results suggest that customer interaction with guerrilla marketing on Facebook depends on content's characteristics, namely the message appeal. While humour appeal enhances the relationship with customers by increasing the level of interaction, negative appeals (e.g., perceived as offensive) generate adverse reactions. This study also shows that frequent Facebook users are more predisposed to interact with guerrilla marketing content. |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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Guerrilla marketing on Facebook: A mixed-method study on the effects on brand image and content sharing intentionsGuerrilla marketing campaigns, unconventional marketing, ambush marketing, ambient marketinginvisible marketing, Facebook user behaviourAbstract Guerrilla marketing suggests using creative and unexpected messages and channels to stand out in the marketing communication crowd. Despite practitioners' growing interest in the topic, the contributions in the literature are still scarce. This study aims to explore the impacts of guerrilla marketing campaigns on Facebook on brand image and content sharing intentions. Mixed-method research was adopted. The first phase was more exploratory and used focus groups to analyze consumers' perceptions and responses to guerrilla marketing campaigns. It was followed by a quantitative study of 256 Portuguese consumers that answered an online survey after being exposed to a guerrilla marketing campaign on Facebook. Results suggest that customer interaction with guerrilla marketing on Facebook depends on content's characteristics, namely the message appeal. While humour appeal enhances the relationship with customers by increasing the level of interaction, negative appeals (e.g., perceived as offensive) generate adverse reactions. This study also shows that frequent Facebook users are more predisposed to interact with guerrilla marketing content.Escola Superior de Gestão, Hotelaria e Turismo da Universidade do Algarve2022-09-01info:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/articletext/htmlhttp://scielo.pt/scielo.php?script=sci_arttext&pid=S2182-84582022000300037Tourism & Management Studies v.18 n.3 2022reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAPenghttp://scielo.pt/scielo.php?script=sci_arttext&pid=S2182-84582022000300037Barbosa,BelemRocha,AnabelaPina,Leandroinfo:eu-repo/semantics/openAccess2024-02-06T17:29:18Zoai:scielo:S2182-84582022000300037Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-20T02:33:18.324008Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse |
dc.title.none.fl_str_mv |
Guerrilla marketing on Facebook: A mixed-method study on the effects on brand image and content sharing intentions |
title |
Guerrilla marketing on Facebook: A mixed-method study on the effects on brand image and content sharing intentions |
spellingShingle |
Guerrilla marketing on Facebook: A mixed-method study on the effects on brand image and content sharing intentions Barbosa,Belem Guerrilla marketing campaigns, unconventional marketing, ambush marketing, ambient marketing invisible marketing, Facebook user behaviour |
title_short |
Guerrilla marketing on Facebook: A mixed-method study on the effects on brand image and content sharing intentions |
title_full |
Guerrilla marketing on Facebook: A mixed-method study on the effects on brand image and content sharing intentions |
title_fullStr |
Guerrilla marketing on Facebook: A mixed-method study on the effects on brand image and content sharing intentions |
title_full_unstemmed |
Guerrilla marketing on Facebook: A mixed-method study on the effects on brand image and content sharing intentions |
title_sort |
Guerrilla marketing on Facebook: A mixed-method study on the effects on brand image and content sharing intentions |
author |
Barbosa,Belem |
author_facet |
Barbosa,Belem Rocha,Anabela Pina,Leandro |
author_role |
author |
author2 |
Rocha,Anabela Pina,Leandro |
author2_role |
author author |
dc.contributor.author.fl_str_mv |
Barbosa,Belem Rocha,Anabela Pina,Leandro |
dc.subject.por.fl_str_mv |
Guerrilla marketing campaigns, unconventional marketing, ambush marketing, ambient marketing invisible marketing, Facebook user behaviour |
topic |
Guerrilla marketing campaigns, unconventional marketing, ambush marketing, ambient marketing invisible marketing, Facebook user behaviour |
description |
Abstract Guerrilla marketing suggests using creative and unexpected messages and channels to stand out in the marketing communication crowd. Despite practitioners' growing interest in the topic, the contributions in the literature are still scarce. This study aims to explore the impacts of guerrilla marketing campaigns on Facebook on brand image and content sharing intentions. Mixed-method research was adopted. The first phase was more exploratory and used focus groups to analyze consumers' perceptions and responses to guerrilla marketing campaigns. It was followed by a quantitative study of 256 Portuguese consumers that answered an online survey after being exposed to a guerrilla marketing campaign on Facebook. Results suggest that customer interaction with guerrilla marketing on Facebook depends on content's characteristics, namely the message appeal. While humour appeal enhances the relationship with customers by increasing the level of interaction, negative appeals (e.g., perceived as offensive) generate adverse reactions. This study also shows that frequent Facebook users are more predisposed to interact with guerrilla marketing content. |
publishDate |
2022 |
dc.date.none.fl_str_mv |
2022-09-01 |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
http://scielo.pt/scielo.php?script=sci_arttext&pid=S2182-84582022000300037 |
url |
http://scielo.pt/scielo.php?script=sci_arttext&pid=S2182-84582022000300037 |
dc.language.iso.fl_str_mv |
eng |
language |
eng |
dc.relation.none.fl_str_mv |
http://scielo.pt/scielo.php?script=sci_arttext&pid=S2182-84582022000300037 |
dc.rights.driver.fl_str_mv |
info:eu-repo/semantics/openAccess |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
text/html |
dc.publisher.none.fl_str_mv |
Escola Superior de Gestão, Hotelaria e Turismo da Universidade do Algarve |
publisher.none.fl_str_mv |
Escola Superior de Gestão, Hotelaria e Turismo da Universidade do Algarve |
dc.source.none.fl_str_mv |
Tourism & Management Studies v.18 n.3 2022 reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação instacron:RCAAP |
instname_str |
Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
instacron_str |
RCAAP |
institution |
RCAAP |
reponame_str |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
collection |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
repository.name.fl_str_mv |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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1799137392341286912 |