Providing a local model of guerrilla marketing in small and medium-sized start-ups in Iran Based on the theory of corporate information behavior
Message:
Article Type:
Research/Original Article (دارای رتبه معتبر)
Abstract:
Background and Aim

Considering the importance of customer behavior, the purpose of this study is to present a local marketing model with emphasis on consumerschr('39') attitudes to purchase Iranian products with a customer information behavior approach.
 Research

Method

The method of this research was data-based theory and data collection was done through semi-structured interviews. Also, the statistical population of this research has been selected from all prominent academic experts with a scientific background related to marketing management and consumer behavior, managers and experts of companies.

Results

The results of the present study show the extraction of 6 main dimensions and 32 pivotal components in the form of a paradigm model including guerrilla marketing as a central category and causal conditions (knowledge, skills and marketing), underlying factors (functional advantages). Brand and social responsibility, intervening conditions (power resources, learning-based empowerment, communication model, customer relationship and consumer nationalism), strategies (corporate communication, comprehensive strategic planning, branding, creativity and innovation, Public relations and advertising) and consequences (intensity of brand competition, resource allocation, brand perception, branding and brand credibility).

Conclusion

Guerrilla marketing needs open minds and new attitudes to create amazing vibrancy in the audience by destroying the monotony of advertising. It has also replaced experience and imagination with high advertising costs, which have been very effective and useful based on psychological positions. In this type of marketing, not only the sale of the product and service is important, but also the profit of the sale of these products is highly considered.

Language:
Persian
Published:
Human Information Interaction, Volume:6 Issue: 4, 2020
Pages:
50 - 64
magiran.com/p2256177  
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