The Influence of Guerilla and Viral Marketing on Consumer Engagement and Behavior: The Mediating Role of Brand Perception
Keywords:
Guerrilla marketing, viral marketing, consumer engagement, consumer behavior, brand perception, marketing strategies
Abstract
This study explores the impact of guerrilla and viral marketing on consumer engagement and behavior, focusing on the mediating role of brand perception. Using a cross-sectional survey, data from 212 respondents exposed to these marketing campaigns were analyzed. Results show that both strategies significantly enhance consumer engagement, with viral marketing being more effective due to its emotional appeal and social influence. However, neither guerrilla nor viral marketing had a direct effect on consumer behavior. Additionally, brand perception did not moderate the relationship between engagement and behavior. These findings highlight that while engagement is crucial, it must be supported by strong brand perceptions and consistent messaging to influence behavior. This study contributes to existing literature by integrating brand perception as a mediating factor, offering valuable insights for marketers. Future research should explore the long-term effects of these strategies across diverse consumer segments.
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Ajzen, I. (1991). Theory of Planned Behaviour. Organizational Behavior and Human Decision Processes, 50, 179–211.
Brodie, R. J., Ilic, A., Juric, B., & Hollebeek, L. (2013). Consumer engagement in a virtual brand community: An exploratory analysis. Journal of Business Research, 66(1), 105–114. https://doi.org/10.1016/j.jbusres.2011.07.029
Cialdini, R. B. (2001). The Science of Persuasion. Scientific American, 284(2), 76–81. http://www.jstor.org/stable/26059056
Hair, J., & Alamer, A. (2022). Partial Least Squares Structural Equation Modeling (PLS-SEM) in second language and education research: Guidelines using an applied example. Research Methods in Applied Linguistics, 1(3), 100027. https://doi.org/https://doi.org/10.1016/j.rmal.2022.100027
Hills, G. E., Hultman, C. M., & Miles, M. P. (2008). The Evolution and Development of EM. Journal OfSmall Business Management, 46(1), 99–112.
Jones, R., & Rowley, J. (2011). Entrepreneurial marketing in small businesses: A conceptual exploration. International Small Business Journal, 29(1), 25–36. https://doi.org/10.1177/0266242610369743
Keller, K. L. (2001). Building Customer-Based Brand Equity : A Blueprint for Creating Strong Brands Building Customer-Based Brand Equity : A Blueprint for Creating Strong Brands. Journal of Marketing Communications, 15(2–3), 139–155. https://doi.org/10.1080/13527260902757530
Levine, R. (2008). Finance and The Poor. The Manchester Scholl, September 2008, 1–13.
Mahdi, A., Crick, D., Crick, J. M., Lamine, W., & Spence, M. (2024). Entrepreneurial marketing practices and rural wine producers’ performance: The moderating role of competitive intensity in an immediate post crisis period. Journal of Rural Studies, 108(January), 103277. https://doi.org/10.1016/j.jrurstud.2024.103277
Miles, M. P., & Darroch, J. (2006). Large firms, entrepreneurial marketing processes, and the cycle of competitive advantage. European Journal of Marketing, 40(5–6), 485–501. https://doi.org/10.1108/03090560610657804
Miller, M. K., Clark, J. D., & Jehle, A. (2015). Cognitive Dissonance Theory (Festinger). The Blackwell Encyclopedia of Sociology, January. https://doi.org/10.1002/9781405165518.wbeosc058.pub2
Petty, R. E., & Cacioppo, J. T. (1986). The Elaboration Likelihood Model of Persuasion BT - Communication and Persuasion: Central and Peripheral Routes to Attitude Change (R. E. Petty & J. T. Cacioppo (eds.); pp. 1–24). Springer New York. https://doi.org/10.1007/978-1-4612-4964-1_1
Sadiku-Dushi, N., Dana, L. P., & Ramadani, V. (2019). Entrepreneurial marketing dimensions and SMEs performance. Journal of Business Research, 100(December 2018), 86–99. https://doi.org/10.1016/j.jbusres.2019.03.025
Sarstedt, M., Ringle, C. M., & Hair, J. F. (2020). Handbook of Market Research. In Handbook of Market Research (Issue September). https://doi.org/10.1007/978-3-319-05542-8
Stokes, D. (2000). Selected papers from the Academy of Marketing Conference Entrepreneurial marketing : a conceptualisation from qualitative research. Qualitative Market Research: An International Journal, 3(1), 47–54.
Whalen, P. S., & Akaka, M. A. (2015). A dynamic market conceptualization for entrepreneurial marketing: the co-creation of opportunities. Journal of Strategic Marketing, 24(1), 61–75. https://doi.org/10.1080/0965254X.2015.1035040
Whalen, P., Uslay, C., Pascal, V. J., Omura, G., McAuley, A., Kasouf, C. J., Jones, R., Hultman, C. M., Hills, G. E., Hansen, D. J., Gilmore, A., Giglierano, J., Eggers, F., & Deacon, J. (2015). Anatomy of competitive advantage: towards a contingency theory of entrepreneurial marketing. Journal of Strategic Marketing, 24(1), 5–19. https://doi.org/10.1080/0965254X.2015.1035036
Zinkhan, G. M., & Smith, D. C. (1992). Book Review: Managing Brand Equity: Capitalizing on the Value of a Brand Name. Journal of Marketing, 56(2), 125–128. https://doi.org/10.1177/002224299205600211
Published
2025-05-23
How to Cite
Nanik Wahyuningtiyas, & Budi Eko Soetjipto. (2025). The Influence of Guerilla and Viral Marketing on Consumer Engagement and Behavior: The Mediating Role of Brand Perception. International Journal of Economics, Business and Innovation Research, 4(03), 960-982. https://doi.org/10.63922/ijebir.v4i03.1839
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