Providing a guerilla marketing model based on the meta-synthesis and fuzzy Delphi methods

Given that marketing and its new methods play essential roles in survival in the current competitive market, the development of new marketing methods is considered the key to the survival of small businesses, and it has thus created guerilla marketing. Therefore, the present research aimed to synthesize extensive literature on guerrilla marketing. The research had an exploratory sequential mixed-methods type in terms of the nature of data analysis methods: In the first step, it was based on the meta-synthesis qualitative approach; in the second step, it determined the indices of the guerilla marketing model and screened them using the binomial t-test, and the fuzzy Delphi method (quantitative method); and in the third step, it introduced the indices agreed upon by the experts and offered a model. The statistical population consisted of studies from ۲۰۰۰ and ۲۰۲۱. In this regard, ۲۵۰ studies on the target subject were evaluated, and finally, ۲۶ studies were selected purposefully. Using the content analysis and synthesis of the relevant literature, ۷ concepts and ۵ key categories were selected from a total of ۶۸ codes during the search process and systematic synthesis and were then analyzed and their validity was confirmed using Kaufman's kappa test. After the survey of experts, ۶۱ codes were approved employing binomial test and fuzzy Delphi method. The results indicated that the most important key categories identified included technological tools, human tools, cultural tools, relational tools, and advertising weapons. The present research provided a deep understanding of the existing literature on guerrilla marketing.

کلیدواژه ها:

Guerilla marketing ، Meta-synthesis ، Fuzzy Delphi Method