Guerrilla marketing on Facebook: A mixed-method study on the effects on brand image and content sharing intentions

Guerrilla marketing suggests using creative and unexpected messages channels to stand out in the communication crowd. Despite practitioners' growing interest topic, contributions literature are still scarce. This study aims explore impacts of guerrilla campaigns on Facebook brand image content sharing intentions. Mixed-method research was adopted. The first phase more exploratory used focus groups analyze consumers' perceptions responses campaigns. It followed by a quantitative 256 Portuguese consumers that answered an online survey after being exposed campaign Facebook. Results suggest customer interaction with depends content's characteristics, namely message appeal. While humour appeal enhances relationship customers increasing level interaction, negative appeals (e.g., perceived as offensive) generate adverse reactions. also shows frequent users predisposed interact content.