Purpose – The purpose of this paper is to focus on Temporary Shops, a recent communication and distribution innovation used by firms in order to improve interaction with customers and to reinforce brand loyalty and equity. The main aim of the study is to frame the Temporary Shops phenomenon in...

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...