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

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.

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.

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.

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.