How guerrilla marketing impacts share prices | WARC | The Feed
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How guerrilla marketing impacts share prices
Guerrilla marketing that uses emotional appeals such as joy is associated with short-term positive movements in company share prices, according to a study published in the Journal of Advertising Research (JAR).
This analysis, entitled “The effect of guerrilla marketing on company share prices: An event study analysis”, looked at over 800 such initiatives and assessed if they leveraged emotional (e.g. joy and humor) or rational appeals (e.g. giveaways or using quality claims). It also monitored short-term movements in share prices around these campaigns.
Why it matters
Guerrilla marketing is a popular strategy for marketers that want to make...
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