The Impact of Guerilla Marketing Strategies on Business Performance and Sustainable Competitive Advantage of SMEs in Pakistan

SMEs play an important role in the progress of any country as it contributes toward successful economic growth and stability. The main purpose of Pakistani SMEs is to improve the financial and social quality of living in the Pakistani economy with enhanced business performance and sustainable competitive advantage. The purpose of this study is to identify the impact of guerilla marketing strategies on business performance and the sustainable competitive advantage of SMEs in Pakistan. To conduct this study, a detailed review of the literature was conducted and a proper analysis of research methodology was proposed. A quantitative survey was conducted for this research and questionnaires were distributed among 250 employees of Pakistani SMEs. This research is based on a positivist research philosophy along with a deductive approach and G*Power software was used to calculate the sample size. SmartPLS 4 was used in the analysis and testing of data. Findings indicate that social media, consumer buying behavior, customer intimacy, and creative environment have a significant impact on the guerilla marketing activities of SMEs in Pakistan. Whereas, guerilla marketing has a significant impact on business performance activities and sustainable competitive advantage of Pakistani SMEs.