Creating Social Legacy: Flow in Mega-event Ceremonies

The article offers a novel conceptual framework linking narrative, attention, immersion, and flow as antecedents of social legacy using examples polysemic events, such mega-event ceremonies. By doing this the uses multidisciplinary approach to conceptualize connection between narrative legacy, relationship currently overlooked. Through creation framework, we propose several key findings. First, within events is useful for creating targeted legacy. This happens when consumer's attention caught maintained by allowing them become immersed in their experience. Second, suggest that optimize process, must position consumers state flow. Once flow, individual's goals shift reflect thus contributing In proposing makes valuable contribution addressing surprisingly overlooked links Using case ceremonies, also adds limited literature surrounding mega-events, dominated economic perspectives.