Go Wolves! Have you ever wondered where that electric sense of excitement comes from when watching a sporting game alongside thousands of other fans? First coined by sociologist Émile Durkheim in 1912 to theorise religion, collective effervescence is...
Consumers are your best marketers: How brands can unlock lasting brand love in Asia with collective effervescence
Collective effervescence refers to the excitement and unity experienced through a shared purpose and UM’s Sarah Huang examines how brands are increasingly recognising the power of tapping into collective connections.
