The Video-Aperitif During Lockdown in France: (Re)Defining Situation and Context of Online Consumption
A new consumption practice has developed during lockdown in France (at least): the online video-apéro (or video-apéritif). Through an interpretive approach, four ideal-types are defined; the analysis also reveals that consumers contextualize differently these consumption situations. This research aims to better distinguish both concepts in consumer research.
Thomas Stenger and Axelle FAURE-FERLET (2021) ,"The Video-Aperitif During Lockdown in France: (Re)Defining Situation and Context of Online Consumption", in NA - Advances in Consumer Research Volume 49, eds. Tonya Williams Bradford, Anat Keinan, and Matthew Matthew Thomson, Duluth, MN : Association for Consumer Research, Pages: 456-457.
Thomas Stenger, University of Poitiers
Axelle FAURE-FERLET, Le Mans University
NA - Advances in Consumer Research Volume 49 | 2021
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