Abstract:
Purpose
The main aim of behind doing this research work is to gather and extensive and authentic
information about the Impact of Guerrilla Marketing on Brand image.
Marketing grabbing customer attention is most important but conventional marketing is very
expensive. So through this study we will see how effectively it is playing the vital role in
consumers life.
In the field of
Methodology & Design
Empirical Research done by gathering the responses of 385 respondents from Schools,
Universities and job related people through spreading well-constructed
Its an
Colleges,
questionnaire data is collected. Gathered data statistically analyzed and validated by using
the tool of
Findings
Through being analyzed in which information quality, boot strapping, 7 construct
information credibility and towards information shows significant impact on information
are
usefulness whereas need of information have insignificant impact. Similarly information
quality, information credibility, need of information and attitude towards the information
have insignificant impact on information adaption. Where as information usefulness and
information adaption have significant impact on brand image. And information usefulness
have significant impact on information adaption. All the variables are reliable and their CA is
above 0.06. CFA is also done to see whether all indicators are showing factor loading or not.
the value of CFA should b 0.07 to be acceptable.
Limitations
The limitations for this research is that this study is conducted with the people who use social
social media but it
unable to show video ads to
media. The majority of people who participated are those whose uses
didn’t defined the whole population. In current situation I was
my respondents.
