EFFECT OF GUERRILLA MARKETING ON GUERRILLA ENTREPRENEUR PERFORMANCE: A STUDY OF SELECTED BUSINESSES IN NIGERIA

This research study empirically assessed the effect of guerrilla marketing on guerrilla entrepreneur performance focusing on selected businesses in Nigeria. The study adopted survey research design which suites the research because of its descriptive nature. Multiple regression analysis using ANOVA was adopted to analyse the variables in the models under study. The result indicate that there is a positive relationship between Entrepreneur Performance (ENTP) and Ambient Marketing (ABTM) with a coefficient values of 0.621. Statistically, the Sig. value of 0.021 is lower than the acceptable significance value of 0.05. Also, Ambush Marketing (ABSM) has coefficient value of 0.685. Statistically, the Sig. value of 0.003 is lower than the acceptable significance value of 0.05. Furthermore, Sensation Marketing (SSNM) was observed to be positively related to Entrepreneur Performance (ENTP) with a coefficient value of 0.788 and a Sig. value of 0.017. Finally, Viral Marketing (VILM) has a coefficient value of 0.591 and a Sig. value of 0.448, indicating that VILM has a positive but insignificant effect on ENTP. We therefore conclude that for the guerrilla entrepreneur in Nigeria to be successful and sustain his business, he must show and implement empathy in his business. Also guerrilla entrepreneur must engage in publicity that is creative, innovative, and attractive even in terms of cost like the guerrilla marketing strategy.