Guerrilla marketing as a survival strategy for small and medium enterprises amidst fuel subsidies removal

Abstract

This study examined the contribution of guerrilla marketing strategies to enhancing the survival of SMEs in north-central Nigeria during the fuel subsidy removal regime. A crosssectional survey research design was employed. The sample involved 397 respondents drawn from a population of 48,440 registered SMEs in two states of north-central Nigeria (Benue and Nasarawa) and the Federal Capital Territory (FCT), Abuja. Meanwhile, Bowley's proportional allocation technique formula was used to arrive at the sample size of each state and the FCT. A structured questionnaire using a five-point Likert scale was used as the data collection instrument. Descriptive analysis and inferential statistics using multiple linear regression analysis were used to test the hypotheses with the aid of the Statistical Package for Social Sciences (SPSS) version 25.0. Findings revealed that viral marketing, ambient marketing, and ambush marketing positively and significantly influence the survival of SMEs in north-central Nigeria. On this note, it was recommended, among others that for SMEs to further enhance visibility, reach, and ultimately survive during turbulent times; they should focus on creating content that is likely to go viral.