عوامل تسويق الغوريلا بإعلانات المنتجات على الفيس بوك وتأثيرها على النية الشرائية للمستهلك (دراسة ميدانية على عملاء شركة ايماتيل في محافظة اللاذقية)

Abstract

The aim of this research was to shed light on guerilla marketing factors in Facebook product ads and demonstrate their impact on consumer purchasing intention in the study area. The researcher used a descriptive and analytical approach. In the theoretical section, the concept of advertising, the concept of guerilla marketing and its objectives, and its principles (surprise, creativity, clarity, emotional arousal, and self-expression) werewith the understanding of each concept explained. The researcher also addressed the concept of purchasing intention and the factors influencing it. In the practical section, a questionnaire consisting of 23 statements was designed. The SPSS23 program was used to analyze the data and test hypotheses to arrive at the research results. The study concluded that there is a statistically significant positive impact of guerilla marketing factors in Facebook product ads on consumer purchasing intention in the study area