Flash mob jako narzędzie marketingowe. Wykorzystanie psychologii tłumu w promocji instytucji i produktów kultury

• Authors: Cyrklaff Magdalena Józefa

Title variants

EN

Flash mob as a tool of marketing. The use of a crowd psychology in promotion of institutions and products of culture

• Languages of publication: PL

Abstracts

EN

Flash mob in its original form meant spontaneous event, initiated in a public space by an unknown group of people. It had entertaining and absurd character and about the time of its commencement completely random people were reported usually through e-mails or text messages. Over time, this particular form of happening evolved and can now be used as an educational tool for sensitizing activation of some important social issues, as well as a marketing tool used in advertising and branding. This article is devoted to the characteristic of flash mobs as a tools of promotion of the institutions, services and cultural products. At the beginning in the article were described the evolution and structure of flash mobs and then were given examples of flash mobs in marketing activities in the field of art and culture. At the end of the article were presented guidelines related to the use of flash mobs in a business field.

Keywords

PL

flash mob; psychologia tłumu; narzędzie marketingowe; ambient marketing; promocja kultury; marketing kultury; reklama; public relations; kreowanie marki

EN

flash mob; crowd psychology; marketing tool; ambient marketing; promotion of culture; culture marketing; advertisement; public relations; branding

• Publisher: Wyższa Szkoła Bankowa w Toruniu
• Journal: Roczniki Naukowe Wyższej Szkoły Bankowej w Toruniu
• Year: 2014
• Issue: 13
• Pages: 53-70

Contributors

author

Cyrklaff Magdalena Józefa

• Wyższa Szkoła Bankowa w Toruniu, Katedra Nauk Społecznych