Archetypes of flash mobs and patterns of audience response

The flash mob phenomenon began not too long ago and since then, brand owners are increasingly using flash mob as a marketing tool in Singapore. This corresponds to a surge in demand for and supply of flash mob. Although brand owners, such as HTC Mobile, are adopting these mobs to promote their produ...

Full description

Saved in:
Bibliographic Details
Main Authors: Chia, Wee Chien, Nur, Aniszah Bte Sapari, Ang, Winnie Yi Xuan
Other Authors: Lim Kui Suen, Lewis
Format: Final Year Project
Language:English
Published: 2013
Subjects:
Online Access:http://hdl.handle.net/10356/51550
Tags: Add Tag
No Tags, Be the first to tag this record!
Institution: Nanyang Technological University
Language: English
id sg-ntu-dr.10356-51550
record_format dspace
spelling sg-ntu-dr.10356-515502023-05-19T05:44:55Z Archetypes of flash mobs and patterns of audience response Chia, Wee Chien Nur, Aniszah Bte Sapari Ang, Winnie Yi Xuan Lim Kui Suen, Lewis Nanyang Business School DRNTU::Business The flash mob phenomenon began not too long ago and since then, brand owners are increasingly using flash mob as a marketing tool in Singapore. This corresponds to a surge in demand for and supply of flash mob. Although brand owners, such as HTC Mobile, are adopting these mobs to promote their products and/or services, they lack an understanding of the different types of flash mobs and its respective consumers’ responses. Flash mobs require a fair amount of coordination and choreography amongst other characteristics. However, little or no research is done to examine these elements and specifically discuss the impacts of flash mobs. To address these research gaps, we classify flash mobs into three distinct archetypes using cluster analysis which is based upon 14 variables. Our study identifies three archetypes- namely (1) The Functionally-Inclined, (2) The Aesthetically-Inclined and (3) The Jack-of-all-Trades. Our research study provides both; creators and brand owners, with a yardstick to benchmark their flash mobs against the three archetypes along six marketing objectives namely, (1) visibility of message (2) persuasiveness, (3) perception of brand, (4) changes in buying intention, (5) viral-ability and (6) consistency of brand personality. On top of that, our study is highly localized in the context of Singapore and is applicable to all industries and organizations. BUSINESS 2013-04-04T09:10:24Z 2013-04-04T09:10:24Z 2013 2013 Final Year Project (FYP) http://hdl.handle.net/10356/51550 en Nanyang Technological University 63 p. application/pdf
institution Nanyang Technological University
building NTU Library
continent Asia
country Singapore
Singapore
content_provider NTU Library
collection DR-NTU
language English
topic DRNTU::Business
spellingShingle DRNTU::Business
Chia, Wee Chien
Nur, Aniszah Bte Sapari
Ang, Winnie Yi Xuan
Archetypes of flash mobs and patterns of audience response
description The flash mob phenomenon began not too long ago and since then, brand owners are increasingly using flash mob as a marketing tool in Singapore. This corresponds to a surge in demand for and supply of flash mob. Although brand owners, such as HTC Mobile, are adopting these mobs to promote their products and/or services, they lack an understanding of the different types of flash mobs and its respective consumers’ responses. Flash mobs require a fair amount of coordination and choreography amongst other characteristics. However, little or no research is done to examine these elements and specifically discuss the impacts of flash mobs. To address these research gaps, we classify flash mobs into three distinct archetypes using cluster analysis which is based upon 14 variables. Our study identifies three archetypes- namely (1) The Functionally-Inclined, (2) The Aesthetically-Inclined and (3) The Jack-of-all-Trades. Our research study provides both; creators and brand owners, with a yardstick to benchmark their flash mobs against the three archetypes along six marketing objectives namely, (1) visibility of message (2) persuasiveness, (3) perception of brand, (4) changes in buying intention, (5) viral-ability and (6) consistency of brand personality. On top of that, our study is highly localized in the context of Singapore and is applicable to all industries and organizations.
author2 Lim Kui Suen, Lewis
author_facet Lim Kui Suen, Lewis
Chia, Wee Chien
Nur, Aniszah Bte Sapari
Ang, Winnie Yi Xuan
format Final Year Project
author Chia, Wee Chien
Nur, Aniszah Bte Sapari
Ang, Winnie Yi Xuan
author_sort Chia, Wee Chien
title Archetypes of flash mobs and patterns of audience response
title_short Archetypes of flash mobs and patterns of audience response
title_full Archetypes of flash mobs and patterns of audience response
title_fullStr Archetypes of flash mobs and patterns of audience response
title_full_unstemmed Archetypes of flash mobs and patterns of audience response
title_sort archetypes of flash mobs and patterns of audience response
publishDate 2013
url http://hdl.handle.net/10356/51550
_version_ 1770564915897040896