The Effectiveness of Guerrilla Marketing Strategies on the Customer’sPurchase Intention in the Egyptian Market / By Rahma Youssef Mahmoud Helmy ; Supervised Hanan Guneid, Hayat Badr.

Thesis (M.Sc.)-Cairo University,2022.

Bibliography: p. 244-229.

Purpose – The Guerrilla marketing strategy which provides unconventional ideas with a low-cost budget was recently used by different companies that are seeking to change their traditional marketing strategies to grab the customers‘ attention and influence their responses towards their products or service. Therefore, this study aims at analyzing the effectiveness of the Guerrilla marketing strategy in Egypt along with examining the Guerrilla marketing factors that affect the customers‘ purchase intention in the Egyptian market and its most used tools that can lead to the ―Guerrilla effect‖ as well as analyzing the role of the social media in affecting this strategy. Design/methodology – The study used the quantitative and qualitative methods using an online survey that was conducted with 451 respondents as well as a number of six interviews with marketing experts and researchers. Results – The results showed that Guerrilla marketing factors including ―Creativity‖, ―Clarity‖, ―Surprise‖, ―Diffusion‖, ―Humor‖, and ―Emotional arousal‖ are positively affecting the customers‘ purchase intention. The Guerrilla marketing status in Egypt is not as stronger as the other traditional strategies as it is facing some challenges however it can have a better future in Egypt if succeeded to overcome those challenges. The social media has a crucial role in the success of the Guerrilla marketing campaigns. The Viral or Buzz marketing is the most used Guerrilla tool in Egypt.