Joonas ROKKA
Professor level 1
Research center : Lifestyle
Research topics
1. Consumer experience and the (new) media
How do online technologies mediate consumer experiences, practices, communities and behavior?
2. Brands and branding in the digital age
How are new online technologies shaping and challenging the way in which brands are built?
3. Creative visual research
How can new visual methods including videography be used to do and express research?
Prizes and awards
Publications
Rokka, Joonas. 2024. A Research Journey: Steering Off the Map. Journal of Customer Behaviour, 23 (2-3) : 160-168 p.
Ottlewski, Lydia, Rokka, Joonas, Schouten, John W. 2024. How consumer-initiated platforms shape family and consumption. Marketing Theory, 24 (1) : 123-151 p.
Rokka, Joonas, Auriacombe, Brigitte, Arnould, Eric John, Sitz, Lionel. 2023. Dynamics of convivial affective atmospheres. Annals of Tourism Research, 101 : 13 p.
Airoldi, Massimo, Rokka, Joonas. 2022. Algorithmic consumer culture. Consumption Markets & Culture, 25 (5) : 411-428 p.
Rokka, Joonas. 2022. Videography as a 'Shock to Thought'. Journal of Customer Behaviour, 21 (1-2) : 26-35 p.
Lupu, Ioana, Rokka, Joonas. 2022. 'Feeling in Control': Optimal Busyness and the Temporality of Organizational Controls. Organization Science, 33 (4) : 1396-1422 p.
Javornik, Ana, Duffy, Katherine, Rokka, Joonas, Scholz, Joachim, Nobbs, Karinna, Motala, Anisa, Goldenberg, Adriana. 2021. Strategic approaches to augmented reality deployment by luxury brands. Journal of Business Research, 136 : 284-292 p.
Harju, Lotta K., Rokka, Joonas, Magalhães Lopes, Maíra, Airoldi, Massimo, Raïes, Karine. 2021. Employee Well-Being Profiles During Covid-19 Lockdown: A Latent Profile Analysis of French and UK employees. Frontiers in Psychology, 12 : 9 p.
Rokka, Joonas. 2021. Consumer Culture Theory's Future in Marketing. Journal of Marketing Theory and Practice, 29 (1) : 114-124 p.
Rokka, Joonas, Hietanen, Joel. 2018. On positioning videography as a tool for theorizing. Recherche et Applications en Marketing - English Edition, 33 (3) : 106-121 p.
Cléret, Baptiste, Dehling, Aurélie, Leroy, Julie, Rokka, Joonas, Sohier, Alice, Herbert, Maud. 2018. The videographic approach in marketing research: Which methodological protocol?. Recherche et Applications en Marketing - English Edition, 33 (3) : 85-105 p.
Rokka, Joonas, Hietanen, Joel, Brownlie, Douglas T. 2018. Screening Marketing: Videography and the Expanding Horizons of Filmic Research. Journal of Marketing Management, 34 (5-6) : 421-431 p.
Rokka, Joonas, Hietanen, Joel. 2018. Réflexion autour du positionnement de la vidéographie comme outil de théorisation. Recherche et Applications en Marketing, 33 (3) : 128-146 p.
Cléret, Baptiste, Dehling, Aurélie, Leroy, Julie, Rokka, Joonas, Sohier, Alice, Herbert, Maud. 2018. L’approche vidéographique dans la recherche en marketing: Quel protocole méthodologique ?. Recherche et Applications en Marketing, 33 (3) : 90-127 p.
Hietanen, Joel, Rokka, Joonas. 2018. Companion for the videography ‘Monstrous Organizing – The Dubstep Electronic Music Scene’. Organization, 25 (3) : 320-334 p.
Rokka, Joonas. 2017. Champagne: marketplace icon. Consumption Markets and Culture, 20 (3) : 275-283 p.
Godey, Bruno, Manthiou, Aikaterini, Pederzoli, Daniele, Rokka, Joonas, Aiello, Gaetano, Donvito, Raffaele, Singh, Rahul. 2016. Social media marketing efforts of luxury brands: Influence on brand equity and consumer behavior. Journal of Business Research, 69 (12) : 5833–5841 p.
Rokka, Joonas, Canniford, Robin. 2016. Heterotopian selfies: How social media destabilizes brand assemblages. European Journal of Marketing, 50 (9-10) : 1789-1813 p.
Hietanen, Joel, Rokka, Joonas. 2015. Market practices in countercultural market emergence. European Journal of Marketing, 49 (9/10) : 1563-1588 p.
WOERMANN, Niklas, Rokka, Joonas. 2015. Timeflow: How Consumption Practices Shape Consumers' Temporal Experiences. Journal of Consumer Research, 41 (6) : 1486-1508 P.
Hietanen, Joel, Rokka, Joonas, Schouten, John W. 2014. Commentary on Schembri and Boyle (2013): From representation towards expression in videographic consumer research. Journal of Business Research, 67 (9) : 2019–2022 P.
Rokka, Joonas, Karlsson, Katariina, Tienari, Janne. 2014. Balancing acts: Managing employees and reputation in social media. Journal of Marketing Management, 30 (7-8) : 802-827 p.
Rokka, Joonas. 2010. Netnographic inquiry and new translocal sites of the social. International Journal of Consumer Studies, 34 (4) : 381-387 P.
Tikkanen, Henrikki, Hietanen, Joel, HENTTONEN, Tuomas, Rokka, Joonas. 2009. Exploring virtual worlds: success factors in virtual world marketing. Management Decision, 47 (8) : 1357-1381 P.
DE VALCK, Kristine, Rokka, Joonas, Hietanen, Joel. 2009. Videography in Consumer Research: Visions for a Method on the Rise. Finanza Marketing e Produzione, 27 (4) : 81-100 P.
Rokka, Joonas, MOISANDER, Johanna. 2009. Environmental dialogue in online communities: negotiating ecological citizenship among global travellers. International Journal of Consumer Studies, 33 (2) : 199-205 P.
Rokka, Joonas, UUSITALO, Liisa. 2008. Preference for green packaging in consumer product choices: Do consumers care?. International Journal of Consumer Studies, 32 (5) : 516-525 P.
Academic articles
Cayla, Julien, Auriacombe, Brigitte, Rokka, Joonas. 2021. Effervescent passion: Understanding work passion in frontline service work . Ecully, France, 26 November, 2021. Lifestyle Research Center, 27 p. 27 p.
Cayla, Julien, Auriacombe, Brigitte, Rokka, Joonas. 2019. Addicted to Consumers. 10th, Lyon, France, May 9-10, 2019. EIASM, European Institute for Advanced Studies in Management
Pöntiskoski, Erik, Hietanen, Joel, Aspara, Jaakko, Rokka, Joonas, Westerlund, Mika, Parvinen, Petri. 2008. Transforming from Materials Provider to Project Marketer in the International Construction Industry. Sydney, Australia, December 1-3, 2008. anzmac, Australian & New Zealand Marketing Academy
Conferences
Hietanen, Joel, Rokka, Joonas. 2024. Videography: Philosophical Underpinnings. In Kawaf, Fatema, Dekel-Dachs, Ofer, Visual Methods in Marketing and Consumer Research. Abingdon : Routledge, 21 p.
Rokka, Joonas, Ulver, Sofia. 2023. Identity and Consumption. In Arnould, Eric John, Thompson, Craig J., Crockett, David, Weinberger, Michelle, Consumer Culture Theory. London : Sage Publications, 15-32 p.
Rokka, Joonas. 2022. Champagne - A Global Symbol of Contemporary Consumer Culture. In Charters, Steve, Demossier, Marion, Dutton, Jacqueline, Harding, Graham, Smith Maguire, Jennifer, Marks, Denton, Unwin, Tim, The Routledge Handbook of Wine and Culture. London : Routledge
Rokka, Joonas, Ourahmoune, Nacima. 2016. When Rapper Buys a Champagne House: Jay-Z & Ace of Spades. In Solomon, Michael R., Bamossy, Gary J., Askegaard, Søren, Hogg, Margaret K., Consumer Behaviour: A European Perspective. Pearson, 638-639 p.
Manthiou, Aikaterini, Rokka, Joonas, Godey, Bruno, TANG, Liang Rebecca. 2015. How Social Media Marketing Efforts Influence Brand Equity Creation and Its Consequences: The Case of Luxury Brands. In OBAL, Michael W., KREY, Nina, BUSHARDT, Christian, Let's Get Engaged! Crossing the Threshold of Marketing's Engagement Era: Proceedings of the 2014 Academy of Marketing Science (AMS) Annual Conference. Springer
Rokka, Joonas. 2015. Self-Transformation and Performativity of Social Media Images. In Diehl, Kristin, Yoon, Carolyn, Advances in Consumer Research Volume 43. Duluth : Association for consumer research, 111-116 p.
Rokka, Joonas, Rousi, Pekka, Vessi, Hämäläinen. 2014. Follow me on dead media: Analog Authenticities in Alternative Skateboarding Scene. In Cotte, June, Wood, Stacy, Advances in Consumer Research Volume 42. Duluth : Association for consumer research, 757-757 p.
Rokka, Joonas, Cléret, Baptiste, Sohier, Alice. 2013. Entre-Deux-Mondes: Shaping of Artistic Projects in a Local Music Scene. In Botti, Simona, Labroo, Aparna, Advances in Consumer Research Volume 41. Duluth : Association for consumer research
Rokka, Joonas. 2012. Case Valio. In Paloheimo, Toni, Klikkaa tästä : internetmarkkinoinnin käsikirja 2.0. Mainostajien liitto, 286-300 p.
Rokka, Joonas, Karlsson, Katariina, Tienari, Janne. 2012. Employees, Social Media and Corporate Reputation: What Can Financial Service Providers Learn from Other Sectors?. In Aspara, Jaakko, Rajala, Risto, Tuunainen, Virpi Kristiina, The Future of Banking Services. Helsinki : Aalto University, 39-48 p.
Hietanen, Joel, Rokka, Joonas, Roman, Risto. 2011. "Pushing the Scene": Tensions and Emergence in an Accelerated Marketplace Culture. In Ahluwalia, Rohini, Chartrand, Tanya L., Ratner, Rebecca K., Advances in Consumer Research Volume 39. Duluth : Association for consumer research, 676-676 p.
Rokka, Joonas, Hietanen, Joel, DE VALCK, Kristine. 2010. Brothers in Paint: Practice-Oriented Inquiry Into a Tribal Marketplace Culture. In Campbell, Margaret C., Inman, Jeff, Pieters, Rik, Advances in Consumer Research Volume 37. Duluth : Association for consumer research, 734-734 p.
MOISANDER, Johanna, Rokka, Joonas, Valtonen, Anu. 2010. Local-global consumption. In Ekström, Karin M., Consumer Behaviour: A Nordic Perspective. Studentlitteratur, 75-94 p.
Tikkanen, Henrikki, Hietanen, Joel, Rokka, Joonas. 2009. Virtuaalimaailmat= Virtual Worlds. In Paloheimo, Toni, Klikkaa tästä internetmarkkinoinnin käsikirja v. 09. Helsinki : Mainostajien liitto
Rokka, Joonas, Desavelle, Hanna-Kaisa. 2009. Case study 7: Global Brand Strategies and Local Meaning Making: Contesting Ideals of Beauty. In Solomon, Michael R., Bamossy, Gary J., Askegaard, Søren, Hogg, Margaret K., Consumer Behaviour: European Perspective. London : Pitman Pub., 235-238 p.
Rokka, Joonas. 2009. Uusi Yhteisöllisyys ja Aktiivinen Kuluttaja= New Communities and the Active Consumer. In UUSITALO, Liisa, Joutsenvirta, Maria, Kulttuuriosaaminen : tietotalouden taitolaji. Helsinki : Gaudeamus / Helsinki University Press
Mikkonen, Ilona, Desavelle, Hanna-Kaisa, Rokka, Joonas. 2009. Kauneuden Kulttuuriset Kasvot= Cultural Aspects of Beauty. In UUSITALO, Liisa, Joutsenvirta, Maria, Kulttuuriosaaminen : tietotalouden taitolaji. Helsinki : Gaudeamus / Helsinki University Press
Dholakia, Nikhilesh, Cabusas, Julianne Joy, Rokka, Joonas, Arruda-Filho, Emílio J.M. 2008. Mi Swing Es Tropical - But Not My Consumers: Economic Realism and Cultural Contradictions in Latin American Marketing of Apple's i-Conic Products. In Acevedo, Claudia R., Hernandez, Jose Mauro C., Lowrey, Tina M., Latin American Advances in Consumer Research Volume 2. Duluth : Association for consumer research, 145-146 p.
Rokka, Joonas, Desavelle, Hanna-Kaisa, Mikkonen, Ilona. 2008. Negotiating Beauty: Local Readings of Global Cultural Flows. In Acevedo, Claudia R., Hernandez, Jose Mauro C., Lowrey, Tina M., Latin American Advances in Consumer Research Volume 2. Duluth : Association for consumer research, 84-89 p.
Book chapters
Ottlewski, Lydia, Schouten, John W., Rokka, Joonas. 2024. Family unbound: How western society is redefining and assembling families through digital platforms. The Conversation: 4 p.
Lupu, Ioana, Rokka, Joonas. 2022. The Pursuit of Optimal Busyness: What makes people work too much?. Psychology Today
Rokka, Joonas, Lupu, Ioana. 2021. Qu’est-ce qui nous pousse à devenir « accro » au travail ?. La Tribune
Rokka, Joonas, Lupu, Ioana. 2021. Pourquoi certains d’entre nous deviennent-ils accros au travail ?. Ouest-France
Rokka, Joonas, Lupu, Ioana. 2021. Qu’est-ce qui nous pousse à devenir « accro » au travail ?. The Conversation
Rokka, Joonas, Raïes, Karine, Harju, Lotta K., Magalhães Lopes, Maíra, Airoldi, Massimo. 2020. Qui sont ceux qui ont vécu le (premier) confinement comme une période épanouissante ?. The Conversation France
Rokka, Joonas. 2020. Brändit ovat helisemässä kulttuuristen stereotyyppien kanssa. Helsingin Sanomat
Auriacombe, Brigitte, Rokka, Joonas. 2020. Becoming customers: the value of ethnographic research. Ambition, the monthly magazine of the AMBA: 18-22 p.
Sitz, Lionel, Rokka, Joonas. 2019. Pourquoi enseigner l'ethnographie aux managers (à l'ère du Big Data) ?. Survey Magazine
Rokka, Joonas, Sitz, Lionel. 2018. Pourquoi enseigner l’ethnographie aux managers (à l’ère des big data) ?. The Conversation France
Rokka, Joonas, Sitz, Lionel. 2018. Why teach ethnography to managers (in the big data era)?. The Conversation
Pagani, Margherita, Rokka, Joonas. 2018. Collecte de données clients en PDV: où en sommes-nous ?. Survey Magazine
Rokka, Joonas, Airoldi, Massimo. 2018. Cambridge Analytica’s ‘secret’ psychographic tool is a ghost from the past. The Conversation
Rokka, Joonas. 2018. Champagne: four founding myths of a global icon. The Conversation
Rokka, Joonas. 2017. Marketing : Selfies et marques, l'amour vache ?. Courrier Cadres, 111: 62-62 p.
Rokka, Joonas. 2017. Marques et selfies: pour le meilleur et pour le pire.. La Tribune
Rokka, Joonas. 2017. Comment les selfies peuvent construire – et déstabiliser – les marques. The Conversation
Rokka, Joonas. 2017. How selfies can build – and destabilise – brands. The Conversation
Rokka, Joonas. 2016. Comment et pourquoi le champagne est devenu un vin de fêtes. Le Point
Rokka, Joonas. 2016. Champagne: les quatre « mythes » fondateurs d’une icône mondiale. The Conversation
Rokka, Joonas. 2010. Do consumers really go for green?. Innova - Food and Beverage Innovation, 8: 22-24 p.
Press articles
Associations
- Association for Consumer Research
- European Association for Consumer Research
- Consumer Culture Theory
- European Marketing Association
- Association Française du Marketing
Communications & Seminars
- Ottlewski, L., Rokka, J. and Schouten, J. (2022) Consumer-Driven Social Innovation, in the 2022 Consumer Culture Theory Conference, Corvallis, Oregon, USA, 7-9.6.2022.
- Kogler, S., Rokka, J. and Hemetsberger, A. (2022) Brands in Citational Consumer Culture, in the 11th Interpretive Consumer Research Conference, Liverpool, 9-10 June, 2022.
- Kogler, S., Rokka, J. and Hemetsberger, A. (2022) Brands in Citational Consumer Culture, in the 5th Brand Camp, University of Innsbruck, Austria, 31.3.-2.4.2022.
- Rokka, J., Lopes, M., Dewaguet, V., Pomiès, A. and Ottlewski, L. (2020) Lost in an Emodity. Association for Consumer Research North American Conference, Paris, France (Virtual), 1-4 October, 2020.
- Rokka, J., Lopes, M., Dewaguet, V., Pomiès, A. and Ottlewski, L. (2020) Lost in an Emodity. Journées Normandes de la Recherche sur la Consommation, Caen, 19-20 November, 2020.
- Airoldi, M. and Rokka, J (2019) Algorithmic consumer cultures, 10th Interpretive Consumer Research conference, 9-10 May, 2019, Lyon, France.
- Rokka, J., Auriacombe, B., Arnould, E.J. and Sitz, L. (2018) Club Med: Creating Powerful Affective Atmospheres as Service Experience, 13th Consumer Culture Theory Conference, Odense, Denmark, 28 June-1 July, 2018.
- Lupu, I. and Rokka, J. (2018) Temporal dynamics of busyness and overwork, Academy of Management 2018 Annual Meeting 10-14 August, Chicago, IL, USA.
- Rokka, J., Hietanen, J., Schouten, J. and Kangaspunta, K. (2017) Re-Assembling. Association for Consumer Research North American Conference, San Diego, USA, 26-29 October, 2017.
- Kuruoglu, A. and Rokka, J. (2017) Special Session: Transmission of Affect. 12th Consumer Culture Theory Conference, Anaheim, 9-12 July, 2017.
- Lupu, I. and Rokka, J. (2017) Busyness Paradox: Overworked Professionals and Addiction to the Timeflow of Busyness. Academy of Management Conference, Atlanta, USA, 4-8 August, 2017.
- Rokka, J. and Sitz, L. (2017) Reverse Cultural Branding: How Brands Use Stigma as Fashionable. 9th Workshop for Intepretive Consumer Research, Stockholm, Sweden, 27-29 April, 2017.
- Rokka, J. and Woermann, N. (2016) Role of language in consumption assemblages. The 11th Consumer Culture Theory Conference, Lille, France, 6-9.7.2016.
- Rokka, J. (2016) Brands and heterotopian selfies. The 7th Kern Conference for Visual Communication, Rochester, New York, USA 14-16.4.2016.
- Rokka, J. (2015) Self-Transformation and Performativity of Social Media Images. Association for Consumer Research North American Conference, New Orleans, USA 1-4.10.2015.
- Rokka, J. (2015) Visualizing luxury through the selfie: the case of champagne consumption. The 10th Consumer Culture Theory Conference, Fayetteville, Arkansas, USA 18.-21.6.2015.
- Hietanen, J., Rokka, J. (2015) Monstrous organizing: Dubstep Electronic Music Scene. The 10th Consumer Culture Theory Conference, Fayetteville, Arkansas, USA 18.-21.6.2015.
- Hietanen, J., Rokka, J. (2015) Monstrous organizing: Dubstep Electronic Music Scene. European Marketing Academy Conference, Leuven, Belgium, 26-29 May 2015.
- Godey, B., Manthiou, A., Pederzoli, D., Rokka, J., Aiello, G., Donvito, R. and Singh, R. (2015) Luxury Brand Social Media Marketing Effects: Influence on Brand Equity and Consumer Behavior. The Global Fashion Management Conference, June 25-28, University of Florence, Florence, Italy.
- Rokka, J., Rousi, P. & Hämäläinen, V. (2014) Follow Me on Dead Media: Analog Authenticities in Alternative Skateboarding Scene. Advances in Consumer Research, 42, eds. J. Cotte, S. Wood, MN: Association for Consumer Research, pp. 757.
- Rokka, J., Rousi, P. & Hämäläinen, V. (2014) Follow Me on Dead Media – Analog Authenticities in Alternative Skateboarding Scene. Videography presented at the Journées Normandes de Recherche Sur La Consommation, University of Rouen, France, November 29, 2014.
- Woermann, N. & Rokka, J. (2014) Towards methodology for practice theory. The 9th Consumer Culture Theory Confrerence, Helsinki, 27-29.6.2014.
- Rokka, J. & Woermann, N. (2014) Using Video Media to Research Spatial Dimension of Consumption Practices. The 3rd Nordic Conference for Consumer Research, Vaasa, Finland, 22.-24.5.2014.
- Ferguson, S. & Rokka, J. (2014) Videographic expression in gender research. The 12th Conference for Gender Marketing and Consumer Behavior, Aalto University, Helsinki, 24.-26.6.2014.
- Manthiou, A., Rokka, J., Godey, B. & Tang, L. (2014) How social media marketing influences brand equity and its consequences: the case of luxury brands. 2014 Academy of Marketing Science Conference.
- Rokka, J. (2013) Managing reputation in social media. Brand Camp 2, January 26-29, 2013, University of Innsbruck, Austria.
- Rokka, J., Cléret, B. & Sohier, A. (2013) Entre-deux-mondes: Shaping of artistic projects in a local music scene. Advances in Consumer Research, 41, eds. S. Botti, A.A. Labroo, Duluth, MN: Association for Consumer Research.
- Rokka, J. & Touzani, M. (2013) The study of online videosharing communities. The 7th Interpretive Consumer Research Conference, 2013, April 10-12, Bruxelles, Belgium.
- Hivet, A., Djedidi, A. & Rokka, J. (2013) Caregiving resistance. The 7th Interpretive Consumer Research Conference, 2013, April 10-12, Bruxelles, Belgium.
- Andreani et al. (2013) Integrated marketing communications in social media. Marketing Trends Conference, Paris, January 17-19.2013.
- Rokka, J., De Valck, K. & Hietanen, J. (2012) Agency in market emergence and evolution: Insights from a practice-perspective. The 7th Consumer Culture Theory Conference, 2012, August 16-19, Oxford, UK.
- Hietanen, J., Rokka, J. & Roman, R. (2011) Pushing the Scene – Tensions and Emergence in an Accelerated Marketplace Culture. Advances in Consumer Research, 39, eds. R. Ahluwalia, T.L. Chartrand, R.K. Ratner, Duluth, MN: Association for Consumer Research.
- Woermann, N. & Rokka, J. (2011) Timeflow of consumption practices: Conceptualizing temporality in two lifestyle sports. The 6th Consumer Culture Theory Conference, 2011, July 7-10, Northwestern University, Evanston, IL, USA.
- Moisander, J., Penaloza, L. & Rokka, J. (2011) Cosmopolitan consumers in global marketplace cultures. The 6th Workshop on Interpretive Consumer Research, 2011, May 6-7, University of Southern Denmark, Odense, Denmark.
- Rokka, J., Hietanen, J. & De Valck, K. (2010) Brothers in Paint: A Practice-Oriented Inquiry into a Tribal Marketplace Culture. Advances in Consumer Research, 37, eds. M.C. Campbell and J. Inman and R. Pieters, Duluth, MN: Association for Consumer Research.
- Dholakia, N., Cabusas, J.J., Rokka, J., & Arruda-Filho, E.J.M. (2008) Mi Swing Es Tropical - But Not My Consumers. Economic Realism and Cultural Contradictions in Latin American Marketing of Apple's i-Conic Products. Latin American Advances in Consumer Research, 2, eds. Claudia R. Acevedo and Jose Mauro C. Hernandez and Tina M. Lowrey, Duluth, MN : Association for Consumer Research, pp. 145-146.
- Rokka, J., Desavelle, H.-K. & Mikkonen, I. (2008) Negotiating Beauty: Local Readings of Global Cultural Flows. Latin American Advances in Consumer Research, 2, eds. Claudia R. Acevedo and Jose Mauro C. Hernandez and Tina M. Lowrey, Duluth, MN : Association for Consumer Research, pp. 84-89.