Analyzing Guerrilla Marketing Effects on Consumer Engagement within Social Media X: Evidence from ATEEZ Fans in Indonesia

Shafa Shauma Nuril Haqqi; Nurul Azizah

doi:10.63922/ijebir.v5i04.4527

Shafa Shauma Nuril Haqqi Universitas Pembangunan Nasional “Veteran” Jawa Timur
Nurul Azizah Universitas Pembangunan Nasional “Veteran” Jawa Timur

DOI: https://doi.org/10.63922/ijebir.v5i04.4527

Keywords: Guerrilla Marketing, Surprise Effect, Diffusion Effect, Low-cost Effect, Consumer Engagement, Social Media X, ATEEZ Fans

Abstract

Driven by contemporary social media advancements, firms and entertainment practitioners are increasingly required to deploy novel marketing schemes to cultivate consumer connection. This investigation examines how Consumer Engagement on the X platform among Indonesian ATEEZ fan community is affected by Guerrilla Marketing Effects, specifically encompassing the Surprise Effect, Diffusion Effect, and Low-cost Effect. Utilizing a quantitative method with a causal-associative framework, research data were gathered via digital questionnaires from 150 purposively sampled respondents, which were then processed through multiple linear regression analysis using IBM SPSS Statistics version 31. The statistical outputs confirm a simultaneous and significant effect of the Surprise, Diffusion, and Low-cost Effects on Consumer Engagement, marked by an F-statistic of 50.281 and a p-value of < 0.001. Partial analysis indicates that all three elements are significant, though the Diffusion Effect exhibits the highest dominance. Furthermore, the R2 value of 0.508 establishes that these three predictors account for 50.8% of the variance observed in Consumer Engagement. These insights suggest that incorporating cost-efficient, unexpected, and easily transmissible promotional tactics can successfully augment audience interaction in virtual fandom communities.

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