A practice unpacked : Unboxing as a consumption practice

Research output: Journal Publications and Reviews › RGC 21 - Publication in refereed journal › peer-review

5 Scopus Citations
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Detail(s)

Original languageEnglish
Pages (from-to)843-852
Journal / PublicationJournal of Business Research
Volume145
Online published28 Mar 2022
Publication statusPublished - Jun 2022

Link(s)

DOI

DOI
Check@CityULib
Link to Scopus https://www.scopus.com/record/display.uri?eid=2-s2.0-85127157091&origin=recordpage
Permanent Link https://scholars.cityu.edu.hk/en/publications/publication(bb944a0d-062d-4ba0-9c03-81cdafb93f23).html

Abstract

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

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Publication fingerprints text

100
tools INIS
100
reviews INIS
100
connections INIS
100
marketing INIS
100
Consumption Practic... Keyphrases
100
Unboxing Keyphrases
33
Three-element Keyphrases
33
Marketing Tools Keyphrases
33
Vicarious Experienc... Keyphrases
33
Consumer Attention Keyphrases
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Citation Format(s)

[ RIS ] [ BibTeX ]
A practice unpacked: Unboxing as a consumption practice. / Vaudrey, Rhonwyn K.
In: Journal of Business Research, Vol. 145, 06.2022, p. 843-852.

Research output: Journal Publications and Reviews › RGC 21 - Publication in refereed journal › peer-review