Roll up, roll up! The effect of social crowding on consumer enjoyment of special event entertainment
Paper
Sit, Jason and Johnson Morgan, Melissa. 2008. "Roll up, roll up! The effect of social crowding on consumer enjoyment of special event entertainment." Spanjaard, Daniela, Denize, Sara and Sharma, Neeru (ed.) ANZMAC 2008: Shifting the Focus from Mainstream to Offbeat. Sydney, Australia 01 - 03 Dec 2008 Australia.
| Paper/Presentation Title | Roll up, roll up! The effect of social crowding on consumer enjoyment of special event entertainment |
|---|---|
| Presentation Type | Paper |
| Authors | Sit, Jason (Author) and Johnson Morgan, Melissa (Author) |
| Editors | Spanjaard, Daniela, Denize, Sara and Sharma, Neeru |
| Journal or Proceedings Title | Proceedings of the 2008 Australian and New Zealand Marketing Academy Conference (ANZMAC 2008) |
| ERA Conference ID | 76596 |
| Number of Pages | 9 |
| Year | 2008 |
| Place of Publication | Australia |
| ISBN | 1863081445 |
| Web Address (URL) of Paper | http://www.anzmac-2008.org/_Proceedings/Index.html |
| Conference/Event | ANZMAC 2008: Shifting the Focus from Mainstream to Offbeat |
| ANZMAC Conference | |
| Event Details | ANZMAC Conference Australian and New Zealand Marketing Academy Conference Rank C C C |
| Event Details | ANZMAC 2008: Shifting the Focus from Mainstream to Offbeat Parent ANZMAC Conference Event Date 01 to end of 03 Dec 2008 Event Location Sydney, Australia |
| Abstract | This study is based on the context of special event entertainment (SEE) at the shopping centre environment. SEE consists of free entertainment events that are typically consumed by a mass of people in one location at one point in time, and for the purpose of enjoyment and pleasure (for example, school holiday entertainment, fashion shows, celebrity appearances, and community events) (Ng, Russell-Bennett & Dagger 2007, Sit, Merrilees & Birch 2003). Hence, a key characteristic of SEE is social crowding (Ng et al. 2007). The main purpose of this study is to examine the possible positive effect of social crowding on consumer enjoyment with SEE. In this study, the results reveal that not only social crowding can have a positive effect on consumer enjoyment with SEE but it can also have a positive effect on their shopping behaviour. Contributions to marketing theory and practice are discussed. |
| Keywords | crowds; social crowding; entertainment; shopping centres |
| ANZSRC Field of Research 2020 | 350499. Commercial services not elsewhere classified |
| 350405. Sport and leisure management | |
| 350606. Marketing research methodology | |
| Public Notes | File reproduced in accordance with the copyright policy of the publisher/author. |
| Byline Affiliations | School of Management and Marketing |
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