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.

ABSTRACT
INTRODUCTION
BACKGROUND
METHOD
RESULTS AND DISCUSSION
IMPLICATIONS
LIMITATIONS AND OPPORTUNITIES
CONCLUSION
REFERENCES

• Rhonwyn K Vaudrey(Xi'an Jiaotong-Liverpool University, China) Corresponding author
• Jeff Jianfeng Wang(Monash University, Australia)