A practice unpacked : Unboxing as a consumption practice

Research output: Journal Publications and Reviews (RGC: 21, 22, 62)21_Publication in refereed journalpeer-review

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Original languageEnglish
Pages (from-to)843-852
Journal / PublicationJournal of Business Research
Online published28 Mar 2022
Publication statusPublished - Jun 2022


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.

Research Area(s)

  • Practice theory, Social media, Unboxing, Video