{"id":"https://openalex.org/W2914130268","doi":"https://doi.org/10.25142/aak.2014.050","title":"GUERRILLA MARKETING CONCEPT AND FURTHER RESEARCH POSSIBILITIES","display_name":"GUERRILLA MARKETING CONCEPT AND FURTHER RESEARCH POSSIBILITIES","publication_year":2014,"publication_date":"2014-09-30","ids":{"openalex":"https://openalex.org/W2914130268","doi":"https://doi.org/10.25142/aak.2014.050","mag":"2914130268"},"language":"en","primary_location":{"id":"doi:10.25142/aak.2014.050","doi":"https://doi.org/10.25142/aak.2014.050","is_oa":true,"landing_page_url":"https://doi.org/10.25142/aak.2014.050","pdf_url":"http://aak.slu.cz/doi/10.25142/aak.2014.050.pdf","source":{"id":"https://openalex.org/S4210188709","display_name":"Acta academica karviniensia","issn_l":"1212-415X","issn":["1212-415X","2533-7610"],"is_oa":false,"is_in_doaj":false,"is_core":false,"listed_in":["erih-plus","norway-1"],"host_organization":"https://openalex.org/P4310314438","host_organization_name":"Silesian University in Opava","host_organization_lineage":["https://openalex.org/P4310314438"],"host_organization_lineage_names":["Silesian University in Opava"],"type":"journal"},"license":null,"license_id":null,"version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Acta academica karviniensia","raw_type":"journal-article"},"volume":null,"type":"article","indexed_in":["crossref"],"open_access":{"is_oa":true,"oa_status":"bronze","oa_url":"http://aak.slu.cz/doi/10.25142/aak.2014.050.pdf","any_repository_has_fulltext":false},"authorships":[{"author_position":"first","author":{"id":"https://openalex.org/A5031670929","display_name":"Martin Klepek","orcid":"https://orcid.org/0000-0003-4058-156X","observed_orcids":["https://orcid.org/0000-0003-4058-156X"]},"institutions":[{"id":"https://openalex.org/I32366509","display_name":"Silesian University in Opava","ror":"https://ror.org/02w4f2z17","country_code":"CZ","type":"education","lineage":["https://openalex.org/I32366509"]}],"countries":["CZ"],"is_corresponding":true,"raw_author_name":"Martin Klepek","raw_affiliation_strings":["Silesian University in Opava, School of Business Administration in Karvina,, Univerzitn\u00ed n\u00e1m. 1934/3 73340 Karvin\u00e1, Email:klepek@opf.slu.cz","Silesian University in Opava, School of Business Administration in Karvina,, Univerzitn\u00ed n\u00e1m. 1934/3 73340 Karvin\u00e1"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Silesian University in Opava, School of Business Administration in Karvina,, Univerzitn\u00ed n\u00e1m. 1934/3 73340 Karvin\u00e1, Email:klepek@opf.slu.cz","institution_ids":["https://openalex.org/I32366509"]},{"raw_affiliation_string":"Silesian University in Opava, School of Business Administration in Karvina,, Univerzitn\u00ed n\u00e1m. 1934/3 73340 Karvin\u00e1","institution_ids":["https://openalex.org/I32366509"]}]}],"institutions":[],"countries_distinct_count":1,"institutions_distinct_count":1,"corresponding_author_ids":["https://openalex.org/A5031670929"],"corresponding_institution_ids":["https://openalex.org/I32366509"],"apc_list":null,"apc_paid":null,"fwci":2.1326,"has_fulltext":true,"cited_by_count":9,"citation_normalized_percentile":{"value":0.92435886,"is_in_top_1_percent":false,"is_in_top_10_percent":true},"cited_by_percentile_year":{"min":89,"max":97},"biblio":{"volume":"14","issue":"3","first_page":"79","last_page":"87"},"is_retracted":false,"is_paratext":false,"is_xpac":false,"primary_topic":{"id":"https://openalex.org/T13355","display_name":"Marketing and Advertising Strategies","score":0.79830002784729,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},"topics":[{"id":"https://openalex.org/T13355","display_name":"Marketing and Advertising Strategies","score":0.79830002784729,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T10609","display_name":"Digital Marketing and Social Media","score":0.19910000264644623,"subfield":{"id":"https://openalex.org/subfields/3312","display_name":"Sociology and Political Science"},"field":{"id":"https://openalex.org/fields/33","display_name":"Social Sciences"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T14035","display_name":"Literature, Culture, and Aesthetics","score":0.0008999999845400453,"subfield":{"id":"https://openalex.org/subfields/1209","display_name":"Museology"},"field":{"id":"https://openalex.org/fields/12","display_name":"Arts and Humanities"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}}],"keywords":[{"id":"https://openalex.org/keywords/guerrilla-marketing","display_name":"guerrilla marketing","score":1.0},{"id":"https://openalex.org/keywords/unconventional-marketing","display_name":"unconventional marketing","score":0.5929999947547913},{"id":"https://openalex.org/keywords/marketing-communication","display_name":"marketing communication","score":0.4000000059604645},{"id":"https://openalex.org/keywords/customer-communication","display_name":"customer communication","score":0.6200000047683716},{"id":"https://openalex.org/keywords/social-media-marketing","display_name":"social media marketing","score":0.7390000224113464},{"id":"https://openalex.org/keywords/viral-marketing","display_name":"viral marketing","score":0.9919999837875366},{"id":"https://openalex.org/keywords/buzz-marketing","display_name":"buzz marketing","score":0.9459999799728394},{"id":"https://openalex.org/keywords/neuromarketing","display_name":"neuromarketing","score":0.9990000128746033},{"id":"https://openalex.org/keywords/information-overload","display_name":"information overload","score":0.6039999723434448},{"id":"https://openalex.org/keywords/research-gap","display_name":"research gaps","score":0.5770000219345093}],"concepts":[{"id":"https://openalex.org/C203663800","wikidata":"https://www.wikidata.org/wiki/Q848979","display_name":"Citizen journalism","level":2,"score":0.5392199158668518},{"id":"https://openalex.org/C162853370","wikidata":"https://www.wikidata.org/wiki/Q39809","display_name":"Marketing","level":1,"score":0.435242235660553},{"id":"https://openalex.org/C144024400","wikidata":"https://www.wikidata.org/wiki/Q21201","display_name":"Sociology","level":0,"score":0.36268195509910583},{"id":"https://openalex.org/C144133560","wikidata":"https://www.wikidata.org/wiki/Q4830453","display_name":"Business","level":0,"score":0.3120587468147278},{"id":"https://openalex.org/C41008148","wikidata":"https://www.wikidata.org/wiki/Q21198","display_name":"Computer science","level":0,"score":0.2955489158630371},{"id":"https://openalex.org/C136764020","wikidata":"https://www.wikidata.org/wiki/Q466","display_name":"World Wide Web","level":1,"score":0.09871134161949158}],"mesh":[],"locations_count":1,"locations":[{"id":"doi:10.25142/aak.2014.050","doi":"https://doi.org/10.25142/aak.2014.050","is_oa":true,"landing_page_url":"https://doi.org/10.25142/aak.2014.050","pdf_url":"http://aak.slu.cz/doi/10.25142/aak.2014.050.pdf","source":{"id":"https://openalex.org/S4210188709","display_name":"Acta academica karviniensia","issn_l":"1212-415X","issn":["1212-415X","2533-7610"],"is_oa":false,"is_in_doaj":false,"is_core":false,"listed_in":["erih-plus","norway-1"],"host_organization":"https://openalex.org/P4310314438","host_organization_name":"Silesian University in Opava","host_organization_lineage":["https://openalex.org/P4310314438"],"host_organization_lineage_names":["Silesian University in Opava"],"type":"journal"},"license":null,"license_id":null,"version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Acta academica karviniensia","raw_type":"journal-article"}],"best_oa_location":{"id":"doi:10.25142/aak.2014.050","doi":"https://doi.org/10.25142/aak.2014.050","is_oa":true,"landing_page_url":"https://doi.org/10.25142/aak.2014.050","pdf_url":"http://aak.slu.cz/doi/10.25142/aak.2014.050.pdf","source":{"id":"https://openalex.org/S4210188709","display_name":"Acta academica karviniensia","issn_l":"1212-415X","issn":["1212-415X","2533-7610"],"is_oa":false,"is_in_doaj":false,"is_core":false,"listed_in":["erih-plus","norway-1"],"host_organization":"https://openalex.org/P4310314438","host_organization_name":"Silesian University in Opava","host_organization_lineage":["https://openalex.org/P4310314438"],"host_organization_lineage_names":["Silesian University in Opava"],"type":"journal"},"license":null,"license_id":null,"version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Acta academica karviniensia","raw_type":"journal-article"},"sustainable_development_goals":[],"study_designs":[],"awards":[],"funders":[],"has_content":{"pdf":true,"grobid_xml":true},"content_urls":{"pdf":"https://content.openalex.org/works/W2914130268.pdf","grobid_xml":"https://content.openalex.org/works/W2914130268.grobid-xml"},"referenced_works_count":15,"referenced_works":["https://openalex.org/W1967955521","https://openalex.org/W1969543263","https://openalex.org/W2033486443","https://openalex.org/W2056531075","https://openalex.org/W2074983910","https://openalex.org/W2085420111","https://openalex.org/W2149604183","https://openalex.org/W2160589690","https://openalex.org/W2164856000","https://openalex.org/W2334961118","https://openalex.org/W3105658411","https://openalex.org/W4231729317","https://openalex.org/W4241765675","https://openalex.org/W4285719527","https://openalex.org/W4300095374"],"related_works":["https://openalex.org/W2182451779","https://openalex.org/W7135473881","https://openalex.org/W7135835116","https://openalex.org/W2346144170","https://openalex.org/W1504329631","https://openalex.org/W187724074","https://openalex.org/W7110684918","https://openalex.org/W7062564800","https://openalex.org/W2033444222","https://openalex.org/W2973104220"],"abstract_inverted_index":{"In":[0],"these":[1],"days":[2],"of":[3,8,59,63,79,83],"informational":[4,29],"overload":[5],"the":[6,80,110,117,129],"importance":[7],"effective":[9],"communication":[10],"from":[11,28],"company":[12],"to":[13,25,53,75,123],"consumer":[14],"is":[15],"essential.":[16],"Yet":[17],"many":[18],"firms":[19],"hardly":[20],"find":[21],"a":[22],"proper":[23],"way":[24],"step":[26],"out":[27],"fog.":[30],"There":[31],"are":[32],"some":[33],"unusual":[34],"tools":[35],"for":[36,116,127],"marketing":[37,88,130,133],"managers":[38,134],"as":[39,57],"social":[40],"media":[41],"marketing,":[42,44,56],"viral":[43],"buzzmarketing,":[45],"neuromarketing":[46],"and":[47,89,93,113,132],"so":[48],"on,":[49],"which":[50],"offer":[51],"opportunities":[52],"differentiate.":[54],"Guerrilla":[55],"one":[58],"them,":[60],"unfortunately":[61],"suffers":[62],"theoretical":[64,84],"ambiguity.":[65],"This":[66,120],"paper":[67],"has":[68],"two":[69],"main":[70],"objectives.":[71],"Firstly,":[72],"it":[73,104],"aims":[74],"provide":[76,124],"an":[77],"analysis":[78],"current":[81,111],"state":[82],"knowledge":[85,112],"about":[86],"guerrilla":[87],"show":[90],"basic":[91],"concepts":[92],"thoughts":[94],"in":[95,109],"this":[96],"particular":[97],"field.":[98],"Secondly,":[99],"based":[100],"on":[101,106],"previous":[102],"analysis,":[103],"focuses":[105],"selecting":[107],"gaps":[108],"suggests":[114],"paths":[115],"future":[118],"research.":[119],"could":[121],"help":[122],"relevant":[125],"material":[126],"both":[128],"scholars":[131],"or":[135],"executives.":[136]},"counts_by_year":[{"year":2024,"cited_by_count":3},{"year":2022,"cited_by_count":1},{"year":2021,"cited_by_count":2},{"year":2019,"cited_by_count":1},{"year":2017,"cited_by_count":1},{"year":2016,"cited_by_count":1}],"updated_date":"2026-10-16T09:59:22.235173","created_date":"2019-02-21T00:00:00"}
