My Little Box, Oh My Little Box A Video-Netnographic Study On The Expression Of Values In Subscription-Based E-Commerce

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Mohamed Slim Ben Mimoun
Marion Garnier
Delphine Depledt


Values, Subscription-Based E-Commerce, Beauty Box, Netnography


This paper focuses on the consumption experience of a cosmetics box issued from subscription-based e-commerce. On the basis of a netnographic analysis of videos and comments on YouTube, we highlight that the value typology developed by Holbrook (1999) applies to that new form of e-commerce and consumption experience.


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