Analysis of Consumers Response on Branded Flash Mobs: Exploring Applicability of a Potential New Marketing Strategy for Events

Poluzzi, Ilaria

ISBN 10: 1999820517 / ISBN 13: 9781999820510

Published by Oaxies 2018-10, 2018

About this Item

Seller Inventory # 6666-IUK-9781999820510

Bibliographic Details

• Title: Analysis of Consumers Response on Branded Flash Mobs: Exploring Applicability of a Potential New Marketing Strategy for Events
• Publisher: Oaxies 2018-10
• Publication Date: 2018
• Language: English
• ISBN 10: 1999820517
• ISBN 13: 9781999820510
• Binding: PF
• Condition: New

About this title

Synopsis

This book is a comparative case study insights, aimed to explore the applicability of branded flash mobs as a potential new marketing strategy for events and understand whether it is an effective innovative tool of marketing promotion. Branded flash mobs have distinguished themselves as a popular form of viral marketing but there are still some questions that must be answered: which driving forces and emotions are on the heels of branded flash mobs audience? How they are currently impacting consumers response and experience? Are they an efficient innovative vehicle of marketing promotion?The author has therefore deployed a discourse analysis of YouTube comments on three branded flash mobs, showing that consumers perceive them clearly as commercials and efficient tools of marketing, identifying the brands, expressing both appreciation and aversion toward the brand and the ad. The study wants to extent the body of research on branded flash mob events as a new potential marketing opportunity as to drive consumers purchase and increase brand equity and promoting relationship between the firm and consumers.