A systematic approach to guerrilla marketing in online business
Subject Areas : Entrepreneurship and Innovation Ecosystems
محمد ناهید محمدی
1
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محمد جواد تقی پوریان
2
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,
مريم رحمتي
3
,
داود كيا كجوري
4
1 -
2 -
3 -
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Keywords:
Abstract :
According to experts in the field of management, guerrilla marketing is the most appropriate way to respond to the changes in customers' tastes in leading online businesses in addition to the usual methods. In this regard, the aim of this research is a systematic review of guerilla marketing in online business using meta-combination technique. This research is one of the applied researches and it is a meta-combination method, which is one of the meta-study methods; In this research, the internal sites of Iran Doc (IRANDOC), Academic Jihad (SID) and Civilica (CIVILICA) and the external sites of Emerald insight, Scopus and Science Direct (Elsevier) have been used, and the research of 100 scientific texts in the language Authentic Farsi and English were identified during the last decade, and finally 23 research titles were considered for analysis using the CASP critical assessment skills method, and the main indicators were extracted, coded and classified through the document analysis method. After studying and extracting the key codes, finally, these codes were aggregated and clustered with the help of Maxqda software, which were finally arranged in the form of concepts and components. The results of this study show that guerrilla marketing has 11 components, which include: market learning, technology, unconventional marketing, conventional marketing, cost, marketer characteristics, innovation, differentiation, customer-oriented, competition-oriented, and organizational factors, and these results can be divided for all It will be used by businesses, especially online businesses that are facing limited financial and human resources and are looking for maximum customer