Share these talks and lectures with your colleaguesInvite colleagues
Guerrilla marketing in social media: The age of marketing outside the box
Social media channels provide the most expedient method to develop the unconventional techniques of guerrilla marketing. Guerrilla marketing strategies attract consumers’ interest through creativity, imagination and surprise, and are conducive to the successful transmission of information beyond established advertising models. This paper outlines the techniques of guerrilla marketing through social media, providing illustrative examples. The paper analyses the issues surrounding successful guerrilla strategies and digital marketing techniques such as word-of-mouth marketing, buzz and viral marketing, and ambient and ambush marketing. Social media guerrilla marketing is ideal for enterprises that wish to promote their product or service to a large audience at a low cost.
The full article is available to institutions that have subscribed to the journal
Nikos Schiniotakis teaches business administration at the Hellenic Mediterranean University. His research interests include digital marketing, social media marketing and digital entrepreneurship, and he has written numerous articles and books on banking and finance issues. He has also led training seminars for various companies on such matters as business administration, marketing and finance, and worked as an entrepreneurship consultant for various organisations, companies and the banking sector, with an emphasis on issues relating to entrepreneurial development and marketing. He has a PhD in business administration.
Katerina Divini is a human resources department manager for the Pancreta Cooperative Bank. She has worked as an executive adviser on issues relating to the development of public relations and has written a number of articles on the subject. Her professional interests include digital entrepreneurship, social media public relations and coaching. She has an MBA degree with a specialisation in human resources.