L’expérience de consommation collective: du communautaire à l’identitaire Le cas des Flash Mobs

Charlotte Massa and Jean-Philippe Galan ()
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Charlotte Massa: CRM - Centre de Recherche en Management - UT Capitole - Université Toulouse Capitole - UT - Université de Toulouse - IAE - Institut d'Administration des Entreprises - Toulouse - CNRS - Centre National de la Recherche Scientifique
Jean-Philippe Galan: IRGO - Institut de Recherche en Gestion des Organisations - UB - Université de Bordeaux - Institut d'Administration des Entreprises (IAE) - Bordeaux

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Abstract: Flash Mob is a new kind of collective consumption experience in which a group of persons organizes a "real" encounter based on a short-lived activity. By a multi-sited research and a methodological triangulation, this study tries to understand this type of experience, especially faced with the virtual world alternative. The findings of this research suggest the necessary unregulated and intuitive implementation of a dual project of consumption by Flash Mob attendees: (1) a community project and (2) an experiential project. Thus, we observe the rise of a specific claim: to collectively live events and experiences.

Keywords: community; experience; ethnography; postmodernity; hypermodernity (search for similar items in EconPapers)
Date: 2016
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Published in La Revue des Sciences de Gestion, 2016, 281-282 (5), pp.65 - 72. ⟨10.3917/rsg.281.0065⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:halshs-01521684

DOI: 10.3917/rsg.281.0065

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