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Joonas Rokka Archives - Knowledge@EMLYON

Cambridge Analytica’s ‘secret’ psychographic tool is a ghost from the past

The ongoing Facebook and Cambridge Analytica scandal has revealed just how vulnerable our social-media data are to exploitation. Marketers, political groups and shadowy third parties can now harvest our information, divide us into homogenous groups and send targeted messages in ways that are far beyond anything imagined even a decade ago.

How selfies can build – and destabilise – brands

While self-portraiture is nearly as old as art itself, the photographic selfie emerged as a globally recognized phenomenon only recently, as a result of the rising “attention economy” and its growing appetite for likes, followers, retweets and fame.

2018-07-16T11:05:16+00:00 May 11th, 2017|Joonas Rokka, Lifestyle & Consumption|0 Comments

How 4 ‘myths’ made champagne a global marketplace icon

What makes a simple wine, grown in a rather mediocre wine-growing region, one of the most famous and magical icons of today? How did champagne establish such a unique position, against all the odds, and become the global symbol of celebration?

2018-07-16T11:05:26+00:00 Dec 9th, 2016|Joonas Rokka, Lifestyle & Consumption|1 Comment

Why consumers’ temporal experiences are key

The question of ‘timeflow’, or the pace of the customer experience, has long impacted consumers’ perceptions of products and has been capitalised on by companies and researchers to improve their services. [...]

2018-07-16T11:05:36+00:00 May 25th, 2016|Joonas Rokka, Lifestyle & Consumption|0 Comments