The aim of the study is to contribute to the theoretical debate on the Viral Marketing Communication (VMC). It investigates the effects a VMC campaign produces on performance of brand and company. This work is based on a qualitative research method: netnography (Kozinets, 2010) and case study...

Il lavoro si propone di contribuire al dibattito teorico sulla Viral Marketing Communication indagando, attraverso l’analisi di un caso studio, gli effetti ed impatti prodotti da una campagna di VMC sui risultati di impresa. Lo studio analizza i meccanismi e le dinamiche che governano una...

The article focuses on in-store communication and investigates how retailers attempt to influence the customer shopping experience through the management of three store dimensions: physical, social and sensorial. This work deals with the in-store communication activities in the Italian...