The Impact of Guerrilla Marketing on Customer Buying Intent with the Intermediate Role of Electronic Oral Advertising (Case Study: Customers of Cyrus Horizon Stores in Mashhad)

The purpose of the present study was to investigate the effect of guerrilla marketing on consumer buying behavior through the mediating role of e-mouth advertising. Guerrilla marketing is one of the new tools used to persuade customers to buy. Therefore, with increasing competition in domestic markets, this research seems necessary. The present study is of applied purpose and descriptive-survey research method of data collection. The statistical population of the research includes all customers of Horizon Cyrus Company in Mashhad. Due to the unlimited statistical population, 384 individuals were selected as the sample. The sampling method in this study is simple random. The data gathering tool is a questionnaire whose validity and reliability have been confirmed. Smart PLS 3 software has been used for data analysis. The results show that guerrilla marketing has a direct, positive, and significant effect on consumer purchase intention; and electronic word of mouth advertising has a significant effect on consumer purchase intention.