Joonas ROKKA

Professeur niveau 1

Centre de recherche : Lifestyle

Habilitation à Diriger des Recherches (Sciences Gestion)

Marketing

Thèmes de recherche

1. Expérience des consommateurs et (nouveaux) médias

Comment les technologies connectées agissent-elles comme médiatrices des expériences, des pratiques, des comportements des consommateurs et de leurs communautés?

2. Les marques et leurs stratégies à l'ère du numérique

Comment les nouvelles technologies connectées façonnent la méthode de constitution des marques et leur imposent de nouveaux défis?

3. Recherche visuelle créative

En quoi les nouvelles méthodes visuelles, et notamment la vidéographie, s'inscrivent-elles comme outil de recherche et comme moyen de la représenter?

Prix et récompenses

Sidney J. Levy Award
2015
Consumer Culture Theory Conference en reconnaissance d'un article de thèse exceptionnel sur le thème de la CCT
Meilleur article
2015
Mention honorable, Global Fashion Management Conference
Meilleur film de recherche
2014
Prix du jury sur les consommateurs sélectionné par le jury de l'Association for Consumer Research

Publications

Associations

  • Association for Consumer Research
  • European Association for Consumer Research
  • Consumer Culture Theory
  • European Marketing Academy
  • Association Française du Marketing

Communications et Séminaires

  • 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, USA, 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) Reversed Cultural Branding: How Brands Use Stigma as Fashionable. 9th Workshop for Intepretive Consumer Research, Stockholm, Sweden, 27-29 April, 2017.
  • Lupu, I. and Rokka, J. (2016) Misaligned Timeflows: How Overworked Professionals Manage Intersecting Work-Life Temporalities. 32nd EGOS Colloquium, Naples, Italy, 7-9 July, 2016.
  • Rokka, J. and Woermann, N. (2016) Role of language in consumption assemblages. The 11th Consumer Culture Theory Conference, Lille, France 6-9.7.2016.
  • Ferguson, S., Hein, W. and Rokka, J. (2016) Videographic and Visual Methods for Studying Gendered Becomings, 13th Conference on Gender, Marketing and Consumer Behaviour, Paris, France, 4-6 July, 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.