The aim of this study is to look at the experiential marketing strategy virtual tryvertising, by analysing a specific case study: augmented reality application Ikea Place. It provides customers with set tools prefigure representation piece furniture within physical space, in order appraise its fitness prior time actual purchase, and hence provide benefit for him/her. semiotic analysis will be c...

Sports organisations, including football clubs, are using social media to connect with spectators. The aim of this study is examine whether influence on can increase attendance at matches. In particular, it aims the effect negative comments consumer behaviour and how differs across fans varying levels fandom. 89 respondents were randomly allocated 3 groups. Respondents in Control Group exposed ...