Abstract
Flash mobs are semi-spontaneous, temporary and publically congregated communities that are formed to perform (Goldstein 2003; Grant, Bal and Parent 2012). This performance can range from a dance routine to a large-scale pillow fight. Typically, performance details are communicated from organizers to participants, who may or may not know each other, through social media, e-mail, or specialized websites. Although some flash mobs are organized to raise awareness for a cause, many are organized ‘just for fun’.
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Grant, P., Boon, E. (2015). Branded Flash Mobs: Why they Fail. In: Kubacki, K. (eds) Ideas in Marketing: Finding the New and Polishing the Old. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-10951-0_40
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DOI: https://doi.org/10.1007/978-3-319-10951-0_40
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