Consumer Innovation in Online Computer Tuning Communities (22:00)

Gebauer Johannes, University of Innsbruck, Austria
Fueller Johann, University of Innsbruck, Austria
This movie introduces joint innovation creation activities in computer case modding and overclocking communities. Our documentary aims to provide in-depth insights into creative consumer behavior in online communities - beyond pure cognitive understanding - capturing emotions, gestures, and impressions of computer tuning valuable to get a deep understanding of online consumer innovation. The film explores why consumers modify and even create new computers. Further, it sheds light on the role of

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