Consumer Innovation in Online Computer Tuning Communities (22:00)
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 online communities during innovation creations and in the meaning and relevance of self-created computers for their builders. Our findings are based on 12 in-depth interviews conducted at the Games Convention in Leipzig, Germany in August 2006.
Johannes Gebauer and Johann Fueller (2008) ,"Consumer Innovation in Online Computer Tuning Communities (22:00)", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 879-879.
Johannes Gebauer, University of Innsbruck, Austria
Johann Fueller, University of Innsbruck, Austria
NA - Advances in Consumer Research Volume 35 | 2008
B10. Wearing V Neck, Getting More Trust: An Evolutionary Psychology Approach to Examine the Effect of Collar Style on Trust
jialiang xu, University of Manitoba, Canada
Fang Wan, University of Manitoba, Canada
chenbo zhong, University of Toronto, Canada
Social Sharing of Negative Emotions in Virtual Travel Communities
Clara Koetz, Rennes School of Business
Anke Piepenbrink, Rennes School of Business
Millionaires on Instagram: Millennials’ Display of Experiential Luxury and Personal Branding Strategies on Visual Social Media
Marina Leban, ESCP Europe, France
Benjamin G. Voyer, ESCP Europe, France