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...
Saved in:
Main Authors: | , , |
---|---|
Other Authors: | |
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 |