The Study on Guerrilla Marketing with Ad Creativity Affects Word of Mouth of Consumers.

Abstract

This study examines the impact of guerrilla marketing tools, supported by ad creativity, on consumer word-of-mouth. The objective is to explore the role of sensation marketing, characterized by one-time surprise effects, in generating word-of-mouth and leveraging creative advertising media. The study adopts a quantitative approach, employing a closed-ended questionnaire technique to collect data from 202 respondents. The questionnaire was filled out cross-sectionally by individuals regularly exposed to various forms of advertisements. Hypothesis tests were conducted using the Linear and Hierarchical Regression method in SPSS20.0. The findings confirm the influence of guerrilla sensation on word-of-mouth, with ad creativity mediating the relationship between guerrilla sensation and word-of-mouth. Additionally, the study demonstrates the impact of ad creativity on word-of-mouth. In conclusion, the study suggests that surprise and humor, combined with a clear message, emotionally engage consumers, leading to attention, resistance, and memorization of guerrilla marketing messages. This approach, facilitated by creative advertising media and incorporating novelty and relevance elements, enhances curiosity and promotes effective word-of-mouth, aiding companies in spreading their message. The study also highlights the potential positive or negative impact of word-of-mouth on a company's reputation. Considering ethical considerations in advertising presentation and the digital media revolution, the concept of sensation marketing can be adapted to digital marketing platforms.