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Guerrilla Marketing: Eye catching activities online
Halmstad University, School of Business and Engineering (SET).
Halmstad University, School of Business and Engineering (SET).
Halmstad University, School of Business and Engineering (SET).
2014 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Previous studies already have shown high internet involvement by the Millennials, this study confirms that since the results show that the average person spend over 20% of their time awake being online. Theories also say that the attention of the Millennials is hard to get and when this study gave the results of the Millennials not showing any general interest towards online marketing they were confirmed. However, according to the quantitative survey made together with the qualitative interviews in addition to previous scientific studies, this study can prove that Guerrilla marketing is an effective way to get attention online. The elements behind the success are contents that are humoristic, unusual or have a special connection to their own or their friends’ interests.

Place, publisher, year, edition, pages
2014.
Keyword [en]
Online marketing, Guerrilla marketing, Ambient marketing, Ambush marketing, Viral marketing, The Millennials
National Category
Business Administration
Identifiers
URN: urn:nbn:se:hh:diva-25686OAI: oai:DiVA.org:hh-25686DiVA: diva2:725835
Subject / course
Marketing
Supervisors
Examiners
Available from: 2014-06-26 Created: 2014-06-17 Last updated: 2014-06-26Bibliographically approved

Open Access in DiVA

fulltext(2435 kB)946 downloads
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Type fulltextMimetype application/pdf

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Munkhammar, RobertAndersson, EllenGustafsson, Johan
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CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf