Abstract
The aim of this study is to examine how high school students perceive guerrilla marketing as a non-traditional marketing communication tool. The research focuses on respondents’ openness to creative advertisements, their evaluation of guerrilla marketing, the extent to which they perceive it as disturbing or intrusive, and their opinions about its future role in marketing communication. The empirical study was conducted through an online questionnaire survey between January and March 2026 in three secondary schools. The research was based on non-probability convenience sampling, involving 593 students from grammar schools and technical schools. Data were processed using SPSS statistical software by applying descriptive statistics and cross-tabulation analysis, while chi-square tests were used to examine relationships between the variables.
The findings indicate that high school students generally have a positive attitude toward guerrilla marketing, primarily perceiving it as a creative, attention-grabbing, and memorable advertising tool. At the same time, the evaluation is not uniform, as some respondents consider certain forms of guerrilla marketing disturbing or unsuitable for all brands. The study found significant relationships between gender and the perception of guerrilla marketing, age and openness to creative advertising, as well as school type and the perceived future role of guerrilla marketing. The study contributes to a better understanding of consumer perceptions of guerrilla marketing among younger age groups and highlights the importance of target-group-specific characteristics when applying creative advertising solutions.
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