An examination of guerrilla marketing tactics in emerging markets: A study of a street art campaign in Port Harcourt, Nigeria.
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Background of the study:
Guerrilla marketing tactics have emerged as an innovative approach for brands seeking to capture consumer attention in cost-effective and unconventional ways. In emerging markets like Port Harcourt, street art campaigns have gained popularity as a means to create buzz and engage local audiences in unexpected settings (Chukwu, 2023). This study investigates the creative and disruptive nature of guerrilla marketing by examining a street art campaign that integrates art, culture, and urban aesthetics to promote brand messages. The research highlights how guerrilla tactics leverage public spaces to deliver memorable experiences that challenge traditional advertising norms. Through a combination of visual impact, social media amplification, and community involvement, such campaigns can generate significant word-of-mouth and viral potential (Okoro, 2024). The study also discusses the risks and challenges of guerrilla marketing, including legal constraints, public perception, and campaign sustainability. By analyzing campaign outcomes and consumer responses, this investigation provides insights into the effectiveness of guerrilla marketing strategies in stimulating brand engagement in emerging markets (Chukwu, 2023).
Statement of the problem:
In Port Harcourt, brands employing guerrilla marketing face difficulties in measuring the direct impact of unconventional tactics such as street art campaigns. Despite the creative appeal and potential for high visibility, there is limited empirical evidence on how these strategies influence consumer behavior and brand perception (Okoro, 2024). Challenges include regulatory hurdles, public acceptance, and sustainability of such campaigns. This study seeks to address these issues by evaluating the effectiveness of guerrilla marketing tactics in driving consumer engagement in an emerging market context (Chukwu, 2023).
Objectives of the study:
To evaluate the impact of guerrilla marketing tactics on brand engagement.
To identify challenges associated with executing guerrilla marketing in emerging markets.
To propose strategies for improving the effectiveness of street art campaigns.
Research questions:
How do guerrilla marketing tactics influence consumer engagement in emerging markets?
What challenges do brands face in implementing street art campaigns?
What strategies can enhance the effectiveness and sustainability of guerrilla marketing?
Significance of the study:
This study is significant as it provides insights into innovative marketing approaches that disrupt traditional advertising in emerging markets. Its findings will assist marketers in Port Harcourt in developing cost-effective, impactful guerrilla strategies that resonate with local consumers and enhance brand recognition (Chukwu, 2023; Okoro, 2024).
Scope and limitations of the study:
This study is limited to examining guerrilla marketing tactics through a street art campaign in Port Harcourt.
Definitions of terms:
Guerrilla marketing: Unconventional, low-cost marketing strategies designed to capture attention.
Street art campaign: The use of public art as a medium for brand promotion.
Emerging markets: Economies in transition with growing consumer bases and market potential.
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