DRIVERS AND BARRIERS GURRILLA MARKETING USING META-SYNTHESIS METHOD

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Mohammad nahid mohammadi, et. al.

Abstract

The purpose of this study is to systematically study guerrilla marketing in the form of identifying key components, concepts and indicators of barriers and drivers using the meta- synthesis method. In this study, 100 valid scientific texts in Persian and English were discovered and extracted. After studying and extracting the key codes, finally these codes were aggregated and clustered with the help of Maxqda software and were arranged in the form of concepts and components. After clustering and aggregation of key indicators or extracted codes, finally for guerrilla marketing drivers, two components of internal factors including 7 concepts: culture, employee participation, marketer ability, combined strategies, psychology, education and information technology Extract and component of external factors including 7 concepts: marketing, cooperation with competitors, market learning, communication, geographical development, credibility and social media were also extracted. Also for guerrilla marketing barriers, two components of internal factors including 4 concepts: lack of creativity, time Limited, limited financial resources and the lack of a clear pattern and component of external factors including 6 concepts were identified: lack of influence, changing customer tastes, deconstruction, risks of guerrilla marketing, time consuming and unconventional advertising were identified.

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