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What is Guerrilla Marketing about?

This document outlines a study on the impact of guerrilla marketing on consumer purchase intentions. It hypothesizes that the novelty, aesthetics, clarity, humor, creativity and surprise elements of guerrilla marketing will have a positive effect on purchase intentions. The research model shows guerrilla marketing as the independent variable and consumer buying behavior as the dependent variable, with the six elements as mediating factors. The study aims to determine the impact of each element on purchase i

Author

MARIAM ABDEL DAYEM

Language

EN