A practice unpacked: Unboxing as a consumption practice

被引：4
|
作者：
Vaudrey, Rhonwyn K. [1 ,2 ]
机构：
[1] City Univ Hong Kong, Tat Chee Ave, Kowloon, Peoples R China
[2] Xian Jiaotong Liverpool Univ, Int Business Sch Suzhou, 111 Renai Rd, Suzhou 215123, Jiangsu, Peoples R China
来源：
JOURNAL OF BUSINESS RESEARCH | 2022年 / 145卷
关键词：
Unboxing; Video; Practice theory; Social media; YOUTUBE; CHILD;
D O I：
10.1016/j.jbusres.2022.03.021
中图分类号：
F [经济];
学科分类号：
02 ;
摘要：
Unboxing videos allow consumers a vicarious experience of a product, with more emotional connection than a review. Unboxing is conceptualised as a practice made up of three elements: the object, the doing, and the meaning. Unboxing is distinct from opening a box, imbued with meaning for the viewer and consumer giving it potential as a marketing tool in attracting consumers' attention.
引用
收藏
页码：843 / 852
页数：10
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