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EMAC 2024 Annual


Does flash mob marketing encourage intention to participate in politics?
(A2024-119907)

Published: May 28, 2024

AUTHORS

Sören Bär, University of Bayreuth; Khizar Hayat, HMKW Berlin; Markus Kurscheidt, University of Bayreuth

ABSTRACT

The impact of flash mob marketing on the intention to participate in politics is examined using four different types of flash mobs all of which supported environmental policy goals. Participants in an online survey were shown videos with the flash mob types Dance, Battle, Shock and Symphonic. In a first step, significant positive correlations were found between the PAD components pleasure, arousal and dominance and the attitude towards the flash mob video. Furthermore, a significant positive relationship was confirmed between the informational and transformational content and the attitude towards the flash mob video. Finally, results of the multiple regression analysis indicate that there is indeed a significant and strong positive correlation between attitude towards the flash mob video and intention to participate in politics. This suggests that flash mob marketing is appropriate and should be used more frequently to inspire political engagement.