The Effect of Guerrilla Marketing Dimensions through Usefulness Mediation Variables and Acceptance of Information in Brand Image in Social Networks Studied By Students of Tehran Azad University of Research Sciences

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Shahriari Shadi; Haghshenas Kashani Farideh

مرکز اطلاعات علمی Scientific Information Database (SID) - Trusted Source for Research and Academic Resources

Journal Paper

Paper Information

Journal: JOURNAL OF MARKETING MANAGEMENT Year:2022 | Volume:17 | Issue:54 Page(s): 1-23

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Information Journal Paper

Title

The Effect of Guerrilla Marketing Dimensions through Usefulness Mediation Variables and Acceptance of Information in Brand Image in Social Networks Studied By Students of Tehran Azad University of Research Sciences

Author(s)

Shahriari Shadi | Haghshenas Kashani Farideh | Issue Writer Certificate

Keywords

Guerrilla Marketing

Social Networks

Brand Action Image

Symbolic Brand Image

Islamic Azad University

Research Sciences Branch

Abstract

Introduction: Social media allows advertising to reach more people and the purpose of this article is to examine the effect of Guerrilla Marketing advertising on social media on the brand image. Methods: The present study is descriptive-survey in nature and applied in terms of purpose. The statistical population of the research is the students of the Azad University of Research Sciences who use Social Networks, of which 382 people were selected as a sample. Simple random sampling and data collection tool is a questionnaire. Smart PLS 4 software was used for data analysis. Results: The results confirm the proposed model and the effect of Guerrilla Marketing advertisements on social media on the mental and functional image of the brand. Conclusion: This study proves that IACM is valid for use in various fields. On the managerial side, this study provides marketers with a reference framework for understanding the process of adopting Guerrilla Marketing information on social media.

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APA: Copy

Shahriari, Shadi, & Haghshenas Kashani, Farideh. (2022). The Effect of Guerrilla Marketing Dimensions through Usefulness Mediation Variables and Acceptance of Information in Brand Image in Social Networks Studied By Students of Tehran Azad University of Research Sciences. JOURNAL OF MARKETING MANAGEMENT, 17(54 ), 1-23. SID. https://sid.ir/paper/409959/en

Vancouver: Copy

Shahriari Shadi, Haghshenas Kashani Farideh. The Effect of Guerrilla Marketing Dimensions through Usefulness Mediation Variables and Acceptance of Information in Brand Image in Social Networks Studied By Students of Tehran Azad University of Research Sciences. JOURNAL OF MARKETING MANAGEMENT[Internet]. 2022;17(54 ):1-23. Available from: https://sid.ir/paper/409959/en

IEEE: Copy

Shadi Shahriari, and Farideh Haghshenas Kashani, “The Effect of Guerrilla Marketing Dimensions through Usefulness Mediation Variables and Acceptance of Information in Brand Image in Social Networks Studied By Students of Tehran Azad University of Research Sciences,” JOURNAL OF MARKETING MANAGEMENT, vol. 17, no. 54 , pp. 1–23, 2022, [Online]. Available: https://sid.ir/paper/409959/en

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