Research Paper-Eldho Babu Maria Joseph Viviliaa Francis (1).docx

<p>  </p> <p>The exponential progression of guerrilla marketing from its stature as a mere low-cost method used by small and unestablished enterprises to acceptance by major and established players, as well as the blending of street-based approaches and digital technologies, make the concept arduous to delineate (Dahlén et al., 2009). The idea of guerrilla marketing is incredibly pertinent in a world where advertisers compete for customers’ attention by being more strategic and ingenious with their marketing operations (Koeck & Warnaby, 2014). It is a novel, unconventional, and captivating method of marketing intended to pique interest and spread word of mouth (Dinh & Mai, 2015). The core of guerrilla marketing, in contrast to normal marketing efforts, is more about communicating a distinctive image or identity concerning a firm than it is about outlining the characteristics and benefits of the product (Lee et al., 2018). Therefore, the purpose of this paper is to explore how guerrilla marketing influences customer preferences. This article seeks to evaluate the efficacy of guerrilla marketing strategies in raising brand recognition, boosting brand loyalty, and eventually influencing customer purchasing behaviour. The outcomes of the study will offer focused insights to marketers and companies seeking to leverage guerrilla marketing effectively in their advertising endeavours.</p>