How do csr perception and customer engagement sharpen the relationship between guerrilla marketing, ewom and brand loyalty?

Abstract

This study was conducted to demystify the relationship between guerrilla marketing, EWOM and brand loyalty, and the role of CSR perception as well as customer engagement. A 500 valid sample was used in this study to assess the effect of guerrilla marketing on EWOM, the influence of EWOM on brand loyalty, and how CSR perception and customer engagement moderate the correlation between EWOM and brand loyalty. PLS–SEM was applied to analyzed the data, then the results showed that all 12 factors with 36 observed variables were accepted. For the multivariate regression test, there were 6 factors of guerrilla marketing positively affecting EWOM consisting of: Surprise, aesthetics, emotional arousal, novelty, humor, and celebrity marketing. Moreover, EWOM also significantly influences brand loyalty. CSR perception and customer engagement moderate the relationship between EWOM and brand loyalty. The findings of this study have provided a fresh perspective, assisting managers in their efforts to promote brand loyalty.