
Joonas ROKKA
Professor of Marketing, Director of Lifestyle Research Centre
Marketing
Joonas ROKKA is professor of marketing and director of Lifestyle Research Center. His research is on branding, consumer experience, lifestyle, digital media, and creative visual research. He has received several awards for his work, including the Sidney J. Levy Award, and his work has appeared in many top-tier journals including the Journal of Consumer Research, Journal of Business Research, Consumption Markets & Culture, European Journal of Marketing, and Journal of Marketing Management. He is also associate editor of European Journal of Marketing.
EducationTop
• 2019 (July), Habilitation à Diriger des Recherches (Sciences Gestion), Université de Reims Champagne-Ardenne, France
• 2010 (May), Doctor of Science (Economics and Business Administration), Marketing, Aalto University School of Business, Finland
• 2005 (December), Master of Science (Economics and Business Administration), Marketing, Helsinki School of Economics, Finland
AwardsTop
• 2015, The Sidney J. Levy Award, Awarded by the Consumer Culture Theory Conference in Recognition for Outstanding Dissertation CCT Dissertation Research
• 2015, Honorable Mention, The Best Paper Award, 2015 Global Fashion Management Conference
• 2014, Judges’ Award, The Best Consumer Research Film Selected by the Jury by the Association for Consumer Research
• 2011, Judges’ Award, The Best Consumer Research Film Selected by the Jury by the Association for Consumer Research
• 2009, Judges’ Award, The Best Consumer Research Film Selected by the Jury by the Association for Consumer Research
ExperienceTop
• 2019 (September) – Full Professor of Marketing, Emlyon Business School, France
• 2015 (September) – 2019 (August) Associate Professor of Marketing, Emlyon Business School, France
• 2014 (March) – 2015 (August) Associate Professor of Marketing, NEOMA Business School, Rouen Campus, France
• 2011 (August) – 2014 (March) Assistant Professor of Marketing, Rouen Business School, France
• 2009 (March) – 2011 (August) Digital Marketing Project Leader, Valio Ltd., Finland
• 2009 (March) – 2011 (August) Researcher, Aalto University School of Business, Helsinki, Finland
• 2008 (September) – 2009 (February) Visiting Scholar, HEC Management School, Paris, France
• 2006 (January) – 2008 (August) Assistant, Helsinki School of Economics, Finland
Scientific CommitteesTop
• Associate Editor, European Journal of Marketing
• Editorial Board Member, International Journal of Research in Marketing
• Editorial Board Member, Journal of Marketing Management
• Co-chair, Videography Track, Association for Consumer Research Conference
• Co-chair, Videography Track, European Marketing Academy Conference
• Ad hoc reviewer, Journal of Consumer Research
• Ad hoc reviewer, Journal of Business Research
• Ad hoc reviewer, Consumption Markets & Culture
• Ad hoc reviewer, Psychology & Marketing
• Ad hoc reviewer, Qualitative Market Research: an International Journal
• Ad hoc reviewer, Journal of Hospitality and Tourism Research
• Ad hoc reviewer, Kuluttajatutkimus.NYT
ExpertiseTop
• Consumer Culture
• Consumer Experience
• Lifestyle
• Branding
• Reputation Management
• Social Media Marketing
• Qualitative Research
• Ethnography
• Videography
• Visual Research Methods
AssociationsTop
• Association for Consumer Research
• European Association for Consumer Research
• Consumer Culture Theory
• European Marketing Association
• Association Française du Marketing
Courses taughtTop
• Consumer Behavior, MBA
• Lifestyle and Markets, MGE
• Consumer Lifestyle, MSc LMM & MSc SIM
• Service Experience, MSc IHM & MGE
Research InterestTop
• Consumer experience and the (new) media – How do online technologies mediate consumer experiences, practices, communities and behavior?
• Brands and branding in the digital age – How are new online technologies shaping and challenging the way in which brands are built?
• Creative visual research – How can new visual methods including videography be used to do and express research?
Communications & SeminarsTop
• 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.
PublicationsTop
-
ACADEMIC ARTICLES (18)
‑ Hietanen, Joel, Rokka, Joonas. 2018. Companion for the videography ‘Monstrous Organizing – The Dubstep Electronic Music Scene’.Organization, 25 (3): 320-334 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.
‑ 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.
‑ 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.
‑ 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.
‑ 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. 2017. Champagne: marketplace icon.Consumption Markets and Culture, 20 (3): 275-283 p.
‑ Rokka, Joonas, Canniford, Robin. 2016. Heterotopian selfies: How social media destabilizes brand assemblages.European Journal of Marketing, 50 (9-10): 1789-1813 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.
‑ 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. 2015. Market practices in countercultural market emergence.European Journal of Marketing, 49 (9/10): 1563-1588 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.
‑ 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. 2010. Netnographic inquiry and new translocal sites of the social.International Journal of Consumer Studies, 34 (4): 381-387 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.
‑ 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, UUSITALO, Liisa. 2008. Preference for green packaging in consumer product choices: Do consumers care?.International Journal of Consumer Studies, 32 (5): 516-525 P.
-
BOOK CHAPTERS (16)
‑ Rokka, Joonas, Ourahmoune, Nacima. 2016. When Rapper Buys a Champagne House: Jay-Z & Ace of Spades., Consumer Behaviour: A European Perspective. : Pearson, 638-639 p.
‑ Rokka, Joonas. 2015. Self-Transformation and Performativity of Social Media Images., Advances in Consumer Research Volume 43. : Duluth : Association for consumer research, 111-116 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., 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, Rousi, Pekka, , Vessi, Hämäläinen. 2014. Follow me on dead media: Analog Authenticities in Alternative Skateboarding Scene., 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., Advances in Consumer Research Volume 41. : Duluth : Association for consumer research
‑ Rokka, Joonas. 2012. Case Valio., 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?., 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., Advances in Consumer Research Volume 39. : Duluth : Association for consumer research, 676-676 p.
‑ MOISANDER, Johanna, Rokka, Joonas, , Valtonen, Anu. 2010. Local-global consumption., Consumer Behaviour: A Nordic Perspective. : Studentlitteratur, 75-94 p.
‑ Rokka, Joonas, Hietanen, Joel, , DE VALCK, Kristine. 2010. Brothers in Paint: Practice-Oriented Inquiry Into a Tribal Marketplace Culture., Advances in Consumer Research Volume 37. : Duluth : Association for consumer research, 734-734 p.
‑ Rokka, Joonas. 2009. Uusi Yhteisöllisyys ja Aktiivinen Kuluttaja = New Communities and the Active Consumer., Kulttuuriosaaminen : tietotalouden taitolaji. : Helsinki : Gaudeamus / Helsinki University Press
‑ Tikkanen, Henrikki, Hietanen, Joel, , Rokka, Joonas. 2009. Virtuaalimaailmat = Virtual Worlds., Klikkaa tästä internetmarkkinoinnin käsikirja v. 09. : Helsinki : Mainostajien liitto
‑ MIKKONEN, Ilona, Desavelle, Hanna-Kaisa, , Rokka, Joonas. 2009. Kauneuden Kulttuuriset Kasvot = Cultural Aspects of Beauty., Kulttuuriosaaminen : tietotalouden taitolaji. : Helsinki : Gaudeamus / Helsinki University Press
‑ Rokka, Joonas, Desavelle, Hanna-Kaisa. 2009. Case study 7: Global Brand Strategies and Local Meaning Making: Contesting Ideals of Beauty., Consumer Behaviour: European Perspective. : London : Pitman Pub., 235-238 p.
‑ Rokka, Joonas, Desavelle, Hanna-Kaisa, , MIKKONEN, Ilona. 2008. Negotiating Beauty: Local Readings of Global Cultural Flows., Latin American Advances in Consumer Research Volume 2. : Duluth : Association for consumer research, 84-89 p.
‑ 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., Latin American Advances in Consumer Research Volume 2. : Duluth : Association for consumer research, 145-146 p.
-
CONFERENCES (2)
‑ Cayla, Julien, Auriacombe, Brigitte, , Rokka, Joonas. 2019. Addicted to Consumers.: EIASM, European Institute for Advanced Studies in Managementemlyon business school
‑ 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.: anzmac, Australian & New Zealand Marketing Academy
-
PRESS ARTICLES (16)
‑ 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,
‑ 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,
‑ 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,
‑ 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,
‑ Pagani, Margherita, Rokka, Joonas. 2018. Collecte de données clients en PDV: où en sommes-nous ?.Survey Magazine,
‑ Rokka, Joonas. 2017. Marques et selfies : pour le meilleur et pour le pire....La Tribune,
‑ Rokka, Joonas. 2017. Marketing : Selfies et marques, l'amour vache ?.Courrier Cadres, 111: 62-62 p.
‑ Rokka, Joonas. 2017. How selfies can build – and destabilise – brands.The Conversation,
‑ Rokka, Joonas. 2017. Comment les selfies peuvent construire – et déstabiliser – les marques.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.
-
(1)
‑ Rokka, Joonas. 2010. Exploring the cultural logic of translocal marketplace cultures: essays on new methods and empirical insights.: LAP Lambert Academic Publishing Doctoral thesisMarkkinointi (Marketing)., 188 p.