Rethinking Consumer Experience in Social Media – a Conceptual Approach

This paper identifies and discusses four ways in which social media have changed consumer experience: 1) communalization 2) hyper-signification of mundane 3) mediation of physical experiences; and 4) flattening. This conceptual exploration provides a motivation for further empirical studies of the impacts of social media on the lives of consumers.



Citation:

Ilona Mikkonen, Nikilesh Dholakia , and Saara Könkkölä (2012) ,"Rethinking Consumer Experience in Social Media – a Conceptual Approach", in AP - Asia-Pacific Advances in Consumer Research Volume 10, eds. , , and , Duluth, MN : Association for Consumer Research, Pages: 129-131.

Authors

Ilona Mikkonen, Aalto Unversity School of Economics, Finland
Nikilesh Dholakia , University of Rhode Island, USA
Saara Könkkölä, Aalto Unversity School of Economics, Finland



Volume

AP - Asia-Pacific Advances in Consumer Research Volume 10 | 2012



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