KOREASCHOLAR

A PRACTICE UNPACKED: UNBOXING AS A CONSUMPTION PRACTICE

Rhonwyn K Vaudrey, Jeff Jianfeng Wang
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/400809
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Global Marketing Conference
2020 Global Marketing Conference at Seoul (2020.11)
pp.331-335
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Abstract

Unboxing videos allow consumers a vicarious experience of a product, with more emotional connection than a review. Unboxing is conceptualised as a practice distinct from opening a box, imbued with meaning for the viewer and consumer giving it potential as a marketing tool in attracting consumers’ attention.

Keyword
unboxingsocial mediavideosinfluencer marketingconsumption practices
Table Content
ABSTRACT
INTRODUCTION
BACKGROUND
METHOD
RESULTS AND DISCUSSION
IMPLICATIONS
LIMITATIONS AND OPPORTUNITIES
CONCLUSION
REFERENCES
Author
  • Rhonwyn K Vaudrey(Xi'an Jiaotong-Liverpool University, China) Corresponding author
  • Jeff Jianfeng Wang(Monash University, Australia)