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The roar of the crowd – how fans create electric atmospheres

By Tim Hill, Lecturer in Marketing, University of Bath
Giana M. Eckhardt, Professor of Marketing, King's College London
Robin Canniford, Senior Lecturer in Marketing, The University of Melbourne
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Since the arrival of COVID-19, empty seats and eerie silences at sports and entertainment venues have highlighted how much fans contribute to live events. Everywhere from the Olympics to the Premier League and the London Proms, a lack of crowds has meant an absence of atmosphere.

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