A practice unpacked: Unboxing as a consumption practice

Rhonwyn K. Vaudrey

doi:10.1016/j.jbusres.2022.03.021

A practice unpacked: Unboxing as a consumption practice

Rhonwyn K. Vaudrey^*

^*Corresponding author for this work

Department of Marketing

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

7 Citations (Scopus)

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.

Original language	English
Pages (from-to)	843-852
Journal	Journal of Business Research
Volume	145
Online published	28 Mar 2022
DOIs	https://doi.org/10.1016/j.jbusres.2022.03.021
Publication status	Published - Jun 2022

Research Keywords

Practice theory
Social media
Unboxing
Video

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10.1016/j.jbusres.2022.03.021

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DO - 10.1016/j.jbusres.2022.03.021

M3 - RGC 21 - Publication in refereed journal

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SP - 843

EP - 852

JO - Journal of Business Research

JF - Journal of Business Research

ER -

A practice unpacked: Unboxing as a consumption practice

Abstract

Research Keywords

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