Unboxing

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Categories: E-commerce, Marketing
DEFINITION:

Unboxing

Unboxing falls under the User-Generated Content (UGC) phenomenon.

It is all about customers removing a newly purchased product from its packaging and demonstrating  what it looks like when it arrives on their doorstep, how it is packaged inside and out, whether there’s a free gift inside and examining its features etc.

Unboxing is typically filmed and shared on social media sites, often delivering excitement about a product. Unboxing can also comes in the form of photos shared on a social media (Efomi, 2018).

Here’s an example of an unboxing video:

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NB: The rapid changes that comes from digital technologies, marketing and business mean definitions are forever changing. Please feel free to join the conversation.« Back to Glossary Index

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