الفهرس 
The Effectiveness of Guerrilla Marketing Strategies on the Customer’s Purchase Intention in the Egyptian Market
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Abstract
Purpose – The Guerrilla marketing strategy which provides unconventional ideas with a
low-cost budget was recently used by different companies that are seeking to change their
traditional marketing strategies to grab the customers‘ attention and influence their responses
towards their products or service. Therefore, this study aims at analyzing the effectiveness of the
Guerrilla marketing strategy in Egypt along with examining the Guerrilla marketing factors that
affect the customers‘ purchase intention in the Egyptian market and its most used tools that can
lead to the ―Guerrilla effect‖ as well as analyzing the role of the social media in affecting this
strategy.
Design/methodology – The study used the quantitative and qualitative methods using an online
survey that was conducted with 451 respondents as well as a number of six interviews with
marketing experts and researchers.
Results – The results showed that Guerrilla marketing factors including ―Creativity‖, ―Clarity‖,
―Surprise‖, ―Diffusion‖, ―Humor‖, and ―Emotional arousal‖ are positively affecting the
customers‘ purchase intention. The Guerrilla marketing status in Egypt is not as stronger as the
other traditional strategies as it is facing some challenges however it can have a better future in
Egypt if succeeded to overcome those challenges. The social media has a crucial role in the
success of the Guerrilla marketing campaigns. The Viral or Buzz marketing is the most used
Guerrilla tool in Egypt.