Publications

RESEARCH INTERESTS

  • Brands and branding in the digital era. How are new digital technologies shaping the ways in which brands are built and experienced? How can companies, individuals, and brands build credible reputations in the era of transparency, parody, and criticism?
  • Consumer experience and the role of (new) mediaHow do new online technologies mediate consumption experiences, practices, communities, and behavior? How do consumers experience the increasing digitalization of products, services and markets?
  • Creative visual research methodsHow can new visual methods including videography be used to do and express research and also to reach wider audiences?

LIST OF PUBLICATIONS

Articles in refereed journals:

  • Rokka, J., Hietanen, J. and Brownlie, D. (forthcoming) Screening Marketing: Videography and the Expanding Horizons of Filmic Research, Journal of Marketing Management, in press.
  • Rokka, J. and Hietanen, J. (forthcoming) On positioning videography as a tool for theorizing, Recherche et Applications en Marketing, in press.
  • Hietanen, J. and Rokka, J. (forthcoming) Companion for the videography ‘Monstrous Organizing: The Dubstep Electronic Music Scene’, Organization, in press.
  • Rokka, J. (2017) Champagne: marketplace icon, Consumption Markets & Culture, 20 (3), 275-283.
  • Rokka, J. and Canniford, R. (2016) Heterotopian selfies: how social media destabilizes brand assemblages, European Journal of Marketing, 50 (9/10), 1789-1813.
  • Godey, B., Manthiou, A., Pederzoli, D., Rokka, J., Aiello, G., Donvito, R. and Singh, R. (2016) Social media marketing efforts of luxury brands: influence on brand equity and consumer behavior, Journal of Business Research, 69 (12), 5833-5841.
  • Hietanen, J. & Rokka, J. (2015) Market practices in countercultural market emergence, European Journal of Marketing, 49 (9-10), 1563-1588.
  • Woermann, N. & Rokka, J. (2015) Timeflow: How Consumption Practices Shape Consumers’ Temporal Experiences, Journal of Consumer Research, 41 (6), 1486-1508. (Winner of the Sidney J. Levy Award)
  • Rokka, J., Karlsson, K. & Tienari, J. (2014) Balancing acts: Managing employees and reputation in social media, Journal of Marketing Management, 30 (7-8), 802-827. (Featured on Routledge Social Sciences Most Read articles in 2014)
  • Hietanen, J., Rokka, J. & Schouten, J.W. (2014) Commentary on Schembri and Boyle (2013): From representation towards expression in videographic consumer research, Journal of Business Research, 67 (9), 2019-2022.
  • Rokka, J. (2010) Netnographic Inquiry and New Translocal Sites of the Social, International Journal of Consumer Studies, 34 (4), 381-387.
  • De Valck, K., Rokka, J. & Hietanen, J. (2009) Videography in Consumer Research: Visions for a Method on the Rise. Finanza Marketing e Produzione, 27 (4), 81-100.
  • Rokka, J. & Moisander, J. (2009) Environmental Dialogue in the Online Community: Negotiating Ecological Citizenship among Global Travellers. International Journal of Consumer Studies, 33 (2), 199-205.
  • Tikkanen, H., Hietanen, J., Henttonen, T. & Rokka J. (2009) Exploring Virtual Worlds: Success Factors in Virtual World Marketing. Management Decision, 47 (8), 1357-1381.
  • Rokka, J. & Uusitalo, L. (2008) Preference for Green Packaging in Consumer Product Choices – Do Consumers Care? International Journal of Consumer Studies, 32 (5), 516-525.

Refereed conference proceedings:

  • Rokka, J. (2015) Self-Transformation and Performativity of Social Media Images, in NA-Advances in Consumer Research, Vol. 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN: Association for Consumer Research, pp. 111-116.
  • Hietanen, J. and Rokka, J. (2015) Monstrous organizing: Dubstep Electronic Music Scene, in NA-Advances in Consumer Research, Vol. 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN: Association for Consumer Research, pp. xx.
  • Manthiou, A., Rokka, J., Godey, B. & Tang, L. (2014) How social media marketing influences brand equity and its consequences: the case of luxury brands, in Let’s Get Engaged! Crossing the Threshold of Marketing’s Engagement Era: Part of the series Developments in Marketing Science: Proceedings of the Academy of Marketing Science, pp. 561-561.
  • Rokka, J., Rousi, P. & Hämäläinen, V. (2014) Follow Me on Dead Media: Analog Authenticities in Alternative Skateboarding Scene, in NA-Advances in Consumer Research, Vol. 42, eds. J. Cotte, S. Wood, MN: Association for Consumer Research, pp. 757. Videography accessible here: http://vimeo.com/104001507
  • Rokka, J., Cléret, B. & Sohier, A. (2013) Entre-deux-mondes: Shaping of artistic projects in a local music scene, in N-A Advances in Consumer Research,  41, eds. S. Botti, A.A. Labroo, Duluth, MN: Association for Consumer Research. Videography accessible here: http://vimeo.com/73513308
  • 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. Videography accessible here: http://vimeo.com/32192229
  • 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. Videography accessible here: http://vimeo.com/36543163
  • 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.

Presentations in conferences and seminars:

  • 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) A Foucaultian perspective: 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., Rousi, P. & Hämäläinen, V. (2016) Follow Me on Dead Media: Analog Authenticities in Alternative Skateboarding Scene. European Marketing Academy Conference, Oslo, Norway, 26-29 May 2016.
  • Rokka, J. (2016) Brands and heterotopian selfies. The 7th Kern Conference for Visual Communication, Rochester, New York, USA 14-16 April, 2016.
  • Rokka, J. (2015) Self-Transformation and Performativity of Social Media Images. Association for Consumer Research North American Conference, New Orleans, USA,1-4 October, 2015.
  • Hietanen, J. and Rokka, J. (2015) Monstrous organizing: Dubstep Electronic Music Scene. 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. and 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. Association for Consumer Research North American Conference, Baltimore, 2014.
  • 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. Association for Consumer Research North American Conference, Chicago, USA, 3-6 October 2013.
  • 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, 17-19 January, 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. Association for Consumer Research North American Conference, St. Louis, USA, October 2016.
  • 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. (2009) Brothers in Paint: A Practice-Oriented Inquiry into a Tribal Marketplace Culture. Association for Consumer Research North American Conference, Pittsburgh, USA, October 2009.
  • Rokka, J., Desavelle, H.-K. & Mikkonen, I. (2008) Negotiating Beauty: Local Readings of Global Cultural Flows. Association for Consumer Research Latin American Conference, Sao Paulo, Brazil.

Other publications:

  • Rokka, J. (2012) How to be present in social media? Case Valio (in Finnish). In: Häivälä, J. and Paloheimo, T. (eds.) Klikkaa tästä. Internetmarkkinoinnin käsikirja 2.0, 2nd edition, Helsinki: Mainostajien Liitto, 286-300.
  • Rokka, J., Karlsson K. & Tienari, J. (2012) Employees, Social Media, and Corporate Reputation: What Can Financial Services Companies Learn From Other Sectors. In: Aspara, J., Rajala, R. and Tuunainen, V.K.T (eds.) The Future of Banking Services, Aalto University Publication Series, Helsinki: Unigrafia, 39-48.
  • Rokka, J. (2010) Exploring the Cultural Logic of Translocal Marketplace Cultures: Essays on New Methods and Empirical Insights. Aalto University School of Economics, Acta Universitatis Oeconomicae Helsingiensis, A-364, Helsinki: Aalto Print. (Doctoral Dissertation)
  • Moisander, J., Rokka, J. & Valtonen, A. (2010) Local-Global Consumption. In Ekström, Karin M. (ed.) Consumer Behaviour: A Nordic Perspective. Hungary: Studentlitteratur, 75-94.
  • Rokka, J. (2010) Do Consumers Really Go for Green? Innova – Food and Beverage Innovation, 8 (March), 22-24.
  • Tikkanen, H., Hietanen, J. & Rokka, J. (2009) Virtuaalimaailmat. (Engl. Virtual Worlds). In Paloheimo T. (ed.) Klikkaa tästä. Internetmarkkinoinnin käsikirja. Helsiki: Mainostajien Liitto.
  • Rokka, J. & Desavelle, H.-K. (2009) Case study 7: Global Brand Strategies and Local Meaning Making: Contesting Ideals of Beauty. In Solomon, M., Bamossy, G., Askegaard, S. and Hogg, M. (eds.) Consumer Behaviour: European Perspective, 4th Edition, 235-238.
  • Rokka, J. (2009) Uusi Yhteisöllisyys ja Aktiivinen Kuluttaja. (Engl. New Communities and the Active Consumer). In Uusitalo, L. and Joutsenvirta, M. (eds.) Kulttuuriosaaminen – tietotalouden taitolaji. Helsinki: Gaudeamus/Helsinki University Press.
  • Mikkonen, I., Desavelle, H.-K. & Rokka, J. (2009) Kauneuden Kulttuuriset Kasvot. (Engl. Cultural Aspects of Beauty). In Uusitalo, L. and Joutsenvirta, M. (eds.) Kulttuuriosaaminen – tietotalouden taitolaji. Helsinki: Gaudeamus/Helsinki University Press.

 

 

 

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