Branded Flash Mobs: Why they Fail

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’.