UNRAVELING THE GUERILLA MARKETING ELEMENTS THAT CONTRIBUTE TO THE LIKABILITY OF ADS AMONG GENERATION Z

This research explores which elements of guerrilla marketing that affect advertisement likability among Generation Z consumers in Jabodetabek and Bandung. Despite the growing interest in guerrilla marketing strategies worldwide, there is limited academic research focused specifically on its elements...

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Bibliographic Details
Main Author: Ali, Badraqa
Format: Final Project
Language:Indonesia
Online Access:https://digilib.itb.ac.id/gdl/view/77114
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Institution: Institut Teknologi Bandung
Language: Indonesia