Rethinking Consumer Experience in Social Media – a Conceptual Approach

Ilona Mikkonen; Nikilesh Dholakia; Saara Könkkölä

Rethinking Consumer Experience in Social Media – a Conceptual Approach

Ilona Mikkonen, Nikilesh Dholakia, Saara Könkkölä

Department of Marketing

University of Rhode Island

Research output: Chapter in Book/Report/Conference proceeding › Chapter › Professional

Abstract

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.

Original language	English
Title of host publication	Asia-Pacific Advances in Consumer Research
Publisher	Association for Consumer Research
Pages	129-131
Publication status	Published - 2012
MoE publication type	D2 Article in a professional research book (incl. an introduction by the editor)
Event	Asia-Pacific Association for Consumer Research Conference - Queenstown, New Zealand Duration: 6 Jul 2012 → 8 Jul 2012

Publication series

Name	Asia-Pacific Advances in Consumer Research
Volume	10

Conference

Conference	Asia-Pacific Association for Consumer Research Conference
Country/Territory	New Zealand
City	Queenstown
Period	06/07/2012 → 08/07/2012

Access to Document

http://www.acrwebsite.org/volumes/1011121/volumes/ap11/AP-10

Cite this

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title = "Rethinking Consumer Experience in Social Media – a Conceptual Approach",

abstract = "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.",

author = "Ilona Mikkonen and Nikilesh Dholakia and Saara K{\"o}nkk{\"o}l{\"a}",

year = "2012",

language = "English",

series = "Asia-Pacific Advances in Consumer Research",

publisher = "Association for Consumer Research",

pages = "129--131",

booktitle = "Asia-Pacific Advances in Consumer Research",

address = "United States",

note = "Asia-Pacific Association for Consumer Research Conference<br/> ; Conference date: 06-07-2012 Through 08-07-2012",

}

Mikkonen, I, Dholakia, N & Könkkölä, S 2012, Rethinking Consumer Experience in Social Media – a Conceptual Approach. in Asia-Pacific Advances in Consumer Research. Asia-Pacific Advances in Consumer Research, vol. 10, Association for Consumer Research, pp. 129-131, Asia-Pacific Association for Consumer Research Conference
, Queenstown, New Zealand, 06/07/2012. <http://www.acrwebsite.org/volumes/1011121/volumes/ap11/AP-10>

Rethinking Consumer Experience in Social Media – a Conceptual Approach. / Mikkonen, Ilona; Dholakia, Nikilesh; Könkkölä, Saara.
Asia-Pacific Advances in Consumer Research. Association for Consumer Research, 2012. p. 129-131 (Asia-Pacific Advances in Consumer Research; Vol. 10).

Research output: Chapter in Book/Report/Conference proceeding › Chapter › Professional

TY - CHAP

T1 - Rethinking Consumer Experience in Social Media – a Conceptual Approach

AU - Mikkonen, Ilona

AU - Dholakia, Nikilesh

AU - Könkkölä, Saara

PY - 2012

Y1 - 2012

N2 - 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.

AB - 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.

M3 - Chapter

T3 - Asia-Pacific Advances in Consumer Research

SP - 129

EP - 131

BT - Asia-Pacific Advances in Consumer Research

PB - Association for Consumer Research

T2 - Asia-Pacific Association for Consumer Research Conference<br/>

Y2 - 6 July 2012 through 8 July 2012

ER -

Rethinking Consumer Experience in Social Media – a Conceptual Approach

Abstract

Publication series

Conference

Access to Document

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Cite this