The Impact of Guerrilla Marketing Tactics on Egyptian Talk Shows’ Viewership: Testing a Celebrity Endorsement Moderating Role

Abstract:
Purpose – Diversity and multiplication of the TV channels have provided quality changes into provided programs and the broadening of TV channel marketing resulting in the shift of the viewers behavior. The production and purchase of many different and new talk shows program was a way to attract this wide range of viewers and the development in media field has become at its prime lately. Additionally, a global marketing strategy that has gained a lot of popularity over the years for many businesses is guerrilla marketing because it depends on creating messages for standard advertisement to change and influence the customers’ attitude towards a certain talk shows at lower prices. The aim of this paper is to determine the influence of guerrilla marketing tactics impact on talk shows in Egypt showing the viewership ratings and at the same time testing the celebrity endorsement moderating role to enhance these ratings.
 
Design/methodology/approach – The design of this research is descriptive and quantitative where primary data were then collected through the Questionnaire. Data were gathered from 425 Egyptian viewers. Hypotheses were tested using the statistical package for social sciences (SPSS V26) for basic descriptive statistics, and (Smart PLS 3.2.7) for SEM-PLS modelling.
Findings – The statistical findings showed that guerrilla marketing tactics (creativity, clarity, humor and surprise) have a substantial positive effect on the talk-shows’ viewership rate. However, celebrity endorsement as a moderating variable doesn’t have any significant effect on the relationship between guerrilla marketing tactics and Egyptian talk-shows’ viewership rate.
Originality/value – The study of the effectiveness and efficiency of the guerrilla marketing support the believe of its suitability for any business. This research is concerned with the study of its effect from its various dimensions (creativity, clarity, humour and surprise) as an independent variable and at the same time studying the dependent variable which is; increasing the viewership of Egyptian talk shows shown on private channels or governmental channels, together with the moderating role test of celebrity endorsement in influencing the shape of the relation that exists between dependent and independent variables and through the use of quantitative statistical methods to evaluate Egyptian viewers' opinions and to benefit from their suggestions.