A practice unpacked: Unboxing as a consumption practice

Rhonwyn K. Vaudrey

Journal of Business Research, 2022, vol. 145, issue C, 843-852

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.

Keywords: Unboxing; Video; Practice theory; Social media (search for similar items in EconPapers)
Date: 2022
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Citations: View citations in EconPapers (2)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:145:y:2022:i:c:p:843-852

DOI: 10.1016/j.jbusres.2022.03.021

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