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首页> 外文期刊>Journal of marketing communications >Understanding branded flash mobs: The nature of the concept, stakeholder motivations, and avenues for future research
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Understanding branded flash mobs: The nature of the concept, stakeholder motivations, and avenues for future research

机译：了解品牌的暴民：概念的性质，利益相关者的动机以及未来研究的途径

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摘要

In an effort to increase interaction and brand exposure, marketers have recently begun using flash mobs as a marketing device. This exploratory paper combines a conceptual discussion of flash mobs in a marketing context with a number of studies to understand how marketers are currently using flash mobs and, more importantly, if flash mobs are an effective tool of communication and persuasion? This paper categorizes flash mobs as a subsection of guerilla marketing, and provides a historical and cultural analysis of the phenomenon. The first study, a content analysis of branded flash mobs on YouTube, shows that branded flash mobs are primarily used to promote entertainment, retail and travel organizations, that the majority of branded flash mobs are dance performances, and that they normally take place in a plaza or inside a mall. Through several in-depth interviews (studies 2a, 2b, and 2c), the paper then presents an examination of the intervolved behavior and motivations of branded flash mobs stakeholders: the producers, the audience, and the participants. Implications for the marketing manager are noted and areas of future research are offered.
机译：为了增加互动和品牌知名度，营销人员最近开始使用快闪族作为营销手段。这份探索性论文将营销背景下的闪族概念性讨论与大量研究结合起来，以了解营销人员当前如何使用闪族，更重要的是，闪族是否是有效的沟通和说服工具？本文将快闪族归类为游击营销的一个小节，并对这种现象进行了历史和文化分析。第一项研究是对YouTube上的品牌暴民的内容分析，结果表明，品牌的暴民主要用于促进娱乐，零售和旅行组织，大多数品牌的暴民都是舞蹈表演，并且通常是在舞蹈表演中广场或购物中心内。通过几次深入的访谈（研究2a，2b和2c），本文提出了对品牌闪族利益相关者（生产者，受众和参与者）相互关联的行为和动机的研究。指出了对市场经理的影响，并提供了未来的研究领域。

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