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dc.contributor.authorGökerik, Mehmet
dc.contributor.authorGürbüz, Ahmet
dc.contributor.authorErkan, İsmail
dc.contributor.authorMogaji, Emmanuel
dc.contributor.authorSap, Serap
dc.date.accessioned2022-07-19T11:50:04Z
dc.date.available2022-07-19T11:50:04Z
dc.date.issued2018en_US
dc.identifier.issn1355-5855
dc.identifier.issn1758-4248
dc.identifier.otherWOS:000451977000004
dc.identifier.urihttps://doi.org/10.1108/APJML-10-2017-0257
dc.identifier.urihttps://hdl.handle.net/20.500.12573/1319
dc.description.abstractthis paper is to investigate the influence of guerrilla marketing in social media on brand image. Design/methodology/approach - A conceptual model was developed based on the information acceptance model (IACM). The research model was validated through structural equation modelling based on the surveys of 385 university students. Findings - The results support the proposed model and confirm that guerrilla marketing in social media has a positive effect on both functional and symbolic brand image. Research limitations/implications - This study was conducted with university students. This sample was deemed appropriate since the study had to be conducted with people who use social media. However, although the age group of university students constitutes the majority of social media users, they may not fully represent the whole population. Also, this study showed four guerrilla marketing examples to participants before they commenced filling in the questionnaire. Although the authors selected the most generic guerrilla advertisements during the pilot tests and eliminated the ones which were difficult to understand, this can still be considered as limitations of the study. Practical implications - This study has both theoretical and managerial implications. First, most of the guerrilla marketing studies focus on consumers and neglect possible impacts on brands. In order to fulfil this gap in the literature, this study investigates the influence of guerrilla marketing in brand image. Besides, this study contributes to IACM by expanding its scope through testing its determinants on "brand image". It proves that IACM is valid for use in different contexts. On the managerial side, this study provides marketers with a frame of reference to understand the information adoption process of guerrilla marketing on social media. Originality/value - Current studies regarding the influence of guerrilla marketing mostly focus on consumers, where the possible impacts on brands have been relatively neglected. This study attempts to fill this gap by focussing on the brand image.en_US
dc.language.isoengen_US
dc.publisherEMERALD GROUP PUBLISHING LTDHOWARD HOUSE, WAGON LANE, BINGLEY BD16 1WA, W YORKSHIRE, ENGLANDen_US
dc.relation.isversionof10.1108/APJML-10-2017-0257en_US
dc.rightsinfo:eu-repo/semantics/openAccessen_US
dc.subjectSocial mediaen_US
dc.subjectGuerrilla marketingen_US
dc.subjectFunctional brand imageen_US
dc.subjectSymbolic brand imageen_US
dc.subjectInformation acceptance model (IACM)en_US
dc.titleSurprise me with your ads! The impacts of guerrilla marketing in social media on brand imageen_US
dc.typearticleen_US
dc.contributor.departmentAGÜ, Yönetim Bilimleri Fakültesi, İşletme Bölümüen_US
dc.contributor.authorID0000-0003-2287-9709en_US
dc.contributor.authorID0000-0002-2560-4105en_US
dc.contributor.authorID0000-0003-0544-4842en_US
dc.contributor.institutionauthorSarp, Serap
dc.identifier.volume30en_US
dc.identifier.issue5en_US
dc.identifier.startpage1222en_US
dc.identifier.endpage1238en_US
dc.relation.journalASIA PACIFIC JOURNAL OF MARKETING AND LOGISTICSen_US
dc.relation.publicationcategoryMakale - Uluslararası Hakemli Dergi - Kurum Öğretim Elemanıen_US


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