Guerrilla marketing on Facebook: A mixed-method study on the effects on brand image and content sharing intentions

• Barbosa, Belem ^[1] ; Rocha, Anabela ^[2] ; Pina, Leandro ^[2]
  1. [1] Universidade Do Porto

     Universidade Do Porto

     Santo Ildefonso, Portugal

     
  2. [2] Universidade de Aveiro

     Universidade de Aveiro

     Vera Cruz, Portugal

     
• Localización: Tourism & Management Studies, ISSN-e 2182-8466, ISSN 2182-8458, Vol. 18, Nº. 3, 2022, págs. 37-47
• Idioma: inglés
• DOI: 10.18089/tms.2022.180303
• Títulos paralelos:
  • Marketing de guerrilha no Facebook: Um estudo de metodologia mista sobre os efeitos na imagem da marca e intenção de partilha dos conteúdos
• Enlaces
  • Texto completo (pdf)
• Dialnet Métricas: 1 Cita
• Resumen
  • English

    Guerrilla marketing is an alternative way to communicate with customers, by using creative and unexpected messages and channels to stand out in the marketing communication crowd. Despite practitioners’ growing interest on 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. A mixed method research was adopted. The first phase had a more exploratory nature and used focus groups to analyse customers’ perceptions and responses towards 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 have a greater predisposition to interact with guerrilla marketing content.

  • português

    O marketing de guerrilha sugere o uso de mensagens e canais criativos e inesperados para se destacar na sobrelotada de comunicação de marketing. Apesar do crescente interesse pelo tema, as contribuições na literatura ainda são escassas. Este estudo visa explorar os impactos de campanhas de marketing de guerrilha no Facebook na imagem da marca e nas intenções de partilha do conteúdo. O estudo adota metodologia mista. A primeira fase teve um caráter mais exploratório e utilizou grupos de discussão para analisar as percepções e reações dos consumidores a campanhas de marketing de guerrilha. Seguiu-se um estudo quantitativo tendo por base um inquérito por questionário online com 256 consumidores portugueses após terem sido expostos a uma campanha de marketing de guerrilha. Os resultados sugerem que a interação com o marketing de guerrilha no Facebook depende das características do conteúdo, nomeadamente o apelo da mensagem. Enquanto o apelo humorístico potencializa a relação com o cliente ao aumentar o nível de interação, os apelos negativos (por exemplo, percebidos como ofensivos) geram reações adversas. Este estudo também mostra que os utilizadores frequentes do Facebook têm uma maior predisposição para interagir com o conteúdo de marketing de guerrilha

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