Consumer Creativity: Materializing the Moleskine Notebook in Digital Space
This paper draws on theories of materiality to explore consumers’ ways of using and relating to a seemingly outdated analogue object, the Moleskine notebook, on Twitter. The findings reveal three creative practices that show how consumers materialize the notebook as a meaningful object both in digital and physical space.
Christiane Aufschnaiter (2020) ,"Consumer Creativity: Materializing the Moleskine Notebook in Digital Space", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 26-30.
Christiane Aufschnaiter, MCI The Entrepreneurial School
NA - Advances in Consumer Research Volume 48 | 2020
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