An Analysis of Anger Responses Within the Context of Virtualized Consumption of Hatsune Miku

Lukman Aroean, Bournemouth University, UK
Philip Sugai, International University of Japan, Japan
This paper contributes to virtual consumption theory by investigating the meaning of a virtual singing celebrity from Japan. Through a Grounded Theory analysis of fan comments, several key themes have been extracted leading to a summary model that explicates the network of key concepts and themes of Hatsune Miku (HM).
[ to cite ]:
Lukman Aroean and Philip Sugai (2013) ,"An Analysis of Anger Responses Within the Context of Virtualized Consumption of Hatsune Miku", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.