Guerrilla Marketing on Word of Mouth Generation in Pakistan Youth

Abstract

The objective of this research is to analyze the effects of guerrilla marketing strategies through advertising through which the perceived effects are determined on the generation Y and to examine the effects on generating word of mouth in the Pakistani cultural context. This research is exploratory in nature and adopts the quantitative analysis method by gathering responses from the young generation Y respondents in the twin cities of Islamabad and Rawalpindi about their experiences of 6 guerrilla advertisements. The advertisements and the scales used in this research have been selected from previous literature in order to reflect the effects of guerrilla marketing strategies accurately. The results show that surprise has the most direct effects on the generation of word of mouth. Similarly, creativity and clarity also play a meaningful role in directly affecting the generation of word of mouth. The research concludes that guerrilla marketing is in fact an excellent strategy for any business due to its efficiency and effectiveness