AbstractsEconomics

Guerrilla Marketing

by Robert; Andersson Munkhammar




Institution: Högskolan i Halmstad
Department:
Year: 2014
Keywords: Online marketing; Guerrilla marketing; Ambient marketing; Ambush marketing; Viral marketing; The Millennials; Social Sciences; Economics and Business; Business Administration; Samhällsvetenskap; Ekonomi och näringsliv; Företagsekonomi; Marknadsföring; Marketing
Record ID: 1330605
Full text PDF: http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-25686


Abstract

Previous studies already have shown high internet involvement by the Millennials, this study confirms that since the results show that the average person spend over 20% of their time awake being online. Theories also say that the attention of the Millennials is hard to get and when this study gave the results of the Millennials not showing any general interest towards online marketing they were confirmed. However, according to the quantitative survey made together with the qualitative interviews in addition to previous scientific studies, this study can prove that Guerrilla marketing is an effective way to get attention online. The elements behind the success are contents that are humoristic, unusual or have a special connection to their own or their friends’ interests.