Práce popisuje hlavní principy a myšlenky guerrilla marketingu, jeho různé styly a odnože a rozdíly oproti marketingu tradičnímu. Důraz je kladen na rozdílnost přístupu a stylu myšlení. Součástí jsou i aplikace jednotlivých myšlenek nebo nástrojů guerrilla marketingu na reálné nebo hypotetické situace, doplněné rozborem případových studií.

[pt] Os blogs de moda atraem uma grande audiência de mulheres em busca de inspirações sobre como se vestir. As leitoras procuram seguir as sugestões de autoras de bom gosto, com características demográficas similares às suas, e em que possam confiar. Este é o principal benefício oferecido pelo blog quando comparado às mídias tradicionais: ao blog é atribuído maior confiança, visto que as autoras estariam livres de vieses e representariam a consumidora comum. No entanto, sabe-se que um número considerável de autoras de blogs recebem presentes e recompensas financeiras para recomendar um produto em seu canal. Este fenômeno ocorre de duas maneiras diferentes: ou a autora admite a existência de uma parceria entre ela e a marca que recomenda, ou oculta esta parceria – fato este que tem levantado importantes questões éticas. Este estudo buscou identificar se a credibilidade do blog é afetada quando há indícios de que a autora omite seu vínculo com a marca que recomenda. Através de um experimento conduzido online com amostragem por conveniência, 350 questionários foram respondidos, sendo 157 válidos. Foi criado um endereço eletrônico que, de acordo com a determinação de algoritmos, apresentava ora blog e biografia de uma autora favorável à prática de identificar publicações patrocinadas, ora de uma autora que busca omitir seu vínculo com o produto que recomenda. O experimento comparou as médias para os construtos Confiança, Atitude e Intenção de Seguir Recomendação, onde apenas este último apresentou diferenças significativas entre as médias. O construto Credibilidade da Fonte também foi medido, indicando que os respondentes não são favoráveis à presença de propaganda nos blogs. / [en] Fashion blogs attract the interest of a large audience of women in search for dressing inspiration. The readers look for suggestions from neatness bloggers with demographic characteristics similar to their own, and who they can trust. The main benefit offered by blogs when compared to the traditional media is the reliability conferred to the blog, since the authors would be free of biases, representing the common consumer. Nevertheless, it is known that a considerable number of bloggers receive gifts and financial income to recommend products in their websites. This phenomenon occurs in two different ways: either the author recognizes the existence of a partnership with the recommended fashion brand, or conceals this partnership. This occurrence has provoked important ethical questions. This study focused on identify if the blog s credibility can be affected when there is evidence that the authors are hiding their connection with the recommended fashion brand. To answer this question, an online experiment with convenience samples resulted in 350 answered questionnaires, from which 157 were valid. It was created a website that, in accord with determination of algorithms, presented two types of blogs: one where the author is favorable to the practice of identifying sponsored posts, and another where the author seeks to hide a link with the brand that is recommended. The experiment compared the average for the theoretical constructs Reliability; Attitude and Intention to Follow Recommendation, which was the only one that presented substantial differences between the averages. The theoretical construct Source Reliability was also measured, indicating that the respondents are not favorable to the presence of propaganda in fashion blogs.

Purpose: The purpose of this study is to gain an understanding of the link between attitudes and actions to influencers’ undercover marketing in social media from a consumer perspective, as this is lacking in today's research. Theoretical reference frame: The study uses theories, concepts and previous research that are within the field of the study. These include: Attitudes to Advertising -The Attitude Model, The Functional Attitude Theory and Word-of-Mouth. Method: The study is based on a qualitative method in the form of semi-structured interviews. The interviews consisted of four different themes based on seven questions. Respondents have been selected using an non-probability selection. A total of 14 respondents participated in the survey. Results: The results indicate that respondents either have a negative or a positive attitude towards influencers’ undercover marketing in social media. The actions the respondents make when they come into contact with the phenomenon is that they either buy or do not buy the product that is presented. Further actions respondents make is seeking information about the products, stop following the influencers and spreading negative or positive information to other consumers. Conclusion: The conclusion is that consumers have different attitudes towards influencers undercover marketing in social media and depending on their preconceptions of undercover marketing, their actions differ. Consumers with a positive attitude to the concept usually buy the product and spread positive Word-of-Mouth to other consumers. Consumers who on the other hand have a negative attitude towards influencers undercover marketing in social media tend to refrain entirely from a purchase and spread negative Word-of-Mouth to other consumers. / Syfte: Syftet med studien är att få en förståelse för kopplingen mellan attityder och ageranden till influencers dolda marknadsföring på sociala medier utifrån ett konsumentperspektiv, då detta saknas i dagens forskning. Teoretisk referensram: Studien använder sig av teorier, begrepp och tidigare forskning som behandlarundersökningsområdet. Dessa innefattar: Attityder till reklam -Attitydmodellen, Teorin om funktionella attityder och Word-of-Mouth. Metod: Studien utgår från en kvalitativ metod i form av semistrukturerade intervjuer. Intervjuerna består av fyra olika teman baserat på sju frågor. Respondenterna har valts ut med hjälp av ett icke sannolikhetsurval. Sammanlagt deltog 14 respondenter till undersökningen. Resultat: Resultaten visar att respondenterna antingen hade en negativ eller positiv attityd till influencers dolda marknadsföring på sociala medier. De ageranden respondenter gör efter de kommit i kontakt med fenomenet är att antingen köpa de produkter som presenteras eller att avstå från köp. Ytterligare ageranden är att söka information om produkterna, sluta följa influencers konton samt sprida positiv eller negativ information till andra människor. Slutsats: Slutsatsen är att konsumenter har varierande attityder till influencers dolda marknadsföring på sociala medier och att man beroende på vilken attityd man har agerar utifrån det. Konsumenter med en positiv attityd till konceptet brukar vanligtvis köpa produkten och sprida positiv Word-of-Mouth till andra konsumenter. Konsumenter som däremot har en negativ attityd till influencers dolda marknadsföring på sociala medier tenderar att avstå helt från ett köp och sprider negativ Word-of-Mouth till andra konsumenter.