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

City University of Hong Kong

Research output: Contribution to journal › Article › peer-review

4 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
Number of pages	10
Journal	Journal of Business Research
Volume	145
DOIs	https://doi.org/10.1016/j.jbusres.2022.03.021
Publication status	Published - Jun 2022
Externally published	Yes

Keywords

Practice theory
Social media
Unboxing
Video

Access to Document

10.1016/j.jbusres.2022.03.021

Cite this

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A practice unpacked: Unboxing as a consumption practice

Abstract

Keywords

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