Surprise me with your ads! The impacts of guerrilla marketing in social media on brand image

Purpose: The advent of social media brought a new perspective for guerrilla marketing since it allows ads to reach more people through the Internet. The aim of this research is to investigate the influence of guerrilla marketing in social media on brand image. Design/methodology/approach: A conceptual model was developed based on the Information Acceptance Model (IACM). The research model was validated through structural equation modelling (SEM) based on surveys of 385 university students. Findings: The results support the proposed model and confirm that guerrilla marketing in social media has a positive effect on both functional and symbolic brand image. Originality/value: Current studies regarding the influence of guerrilla marketing mostly focuses on consumers, where the possible impacts on brands have been relatively neglected. This study attempts to fill this gap by focusing on brand image