Guerrilla marketing’s effects on Gen Y’s word-of-mouth intention – a mediation of credibility

What is it about?

There is a common sense that advertising (and marketing) should be creative, novel and meaningful to capture customers' attention and interest. Such common sense raises a question that whether there is a new type of advertising (and marketing) or traditional marketing has to experience a metamorphosis when it has to comprise the intended requisite effects. This study explores about that "new kind" marketing (guerrilla marketing) and those effects.

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Why is it important?

The research provides some scientific explanations to advocate certain common senses. Through them, managers can take advantage of the proposed model to boost the effectiveness of their advertising (and marketing) and academicians can find many opportunities to conduct further research from the discussion of this study.