The impact of guerrilla marketing on the purchasing decisions of generation Z
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Abstract (EN)
The aim of the study is to investigate the interaction between guerrilla marketing, generation Z purchasing decisions, reliability and word-of-mouth marketing variables with 7 separate surveys created with advertising examples representing the characteristics of guerrilla marketing. The majority of the sample size consists of people from Generation Z and Generation Y living in Turkey. As a result, it has been understood that guerilla marketing features generally and predominantly have a positive effect on the purchasing decisions, reliability and word-of-mouth communication of Generation Z. Additionally, it has been observed that Generation Z has a moderating effect among certain variables.
Author
Kemal Özer Şekeroğlu
Institution
How to Cite
Kemal Özer Şekeroğlu (Master Thesis). The impact of guerrilla marketing on the purchasing decisions of generation Z, 2024, Doğuş University.
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