Purpose: The purpose of the study is to examine the effect guerilla marketing has on generation Z when it comes to word of mouth / mouse, brand credibility and purchase intention. By comparing guerrilla marketing campaigns with traditional campaigns, it makes it possible to see what effect it has on generation Z.

Methodology: The study was conducted by a survey in which 148 from generation Z responded. The survey contained campaigns based on different instruments in guerrilla marketing and compared these with traditional campaigns.

Conclusion: Guerrilla marketing has had an impact on generation Z based on the selected areas examined. Generation Z tend to spread guerrilla marketing more than traditional marketing, this is done to a greater extent via word of mouth than word of mouse. Guerilla marketing generates on average a lower brand credibility than traditional marketing. It also showed out that guerrilla marketing generates a higher purchase intention than traditional marketing.