emlyon business school : International and European business school / Faculty & Research / Faculté / Annuaire des professeurs / Joonas ROKKA
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Joonas ROKKA

Professor level 1

Research center : Lifestyle

Habilitation à Diriger des Recherches (Sciences Gestion)

Marketing

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

La Prix de la Fondation
2022
awarded to the best research article by ESSEC Foundation
Judges’ Award
2014
The Best Consumer Research Film Selected by the Jury by the Association for Consumer Research
The Sidney J. Levy Award
2015
Awarded by the Consumer Culture Theory Conference in Recognition for Outstanding Dissertation CCT Dissertation Research
The Best Paper Award
2015
Honorable Mention, Global Fashion Management Conference

Publications

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.