How iPhone innovators changed their consumption in iDay2: Hedonic post or brand devotion

Using netnographic evidence on iPhone usage, this study suggests that devoted and innovative consumers adopt and use new technology for hedonic experiences and social positioning, which generates experiential outcomes. This article presents an interpretive analysis of consumption behavior of iPhone users after their experience with iPhone v1 and its successive iterations, prior to the release of Apple's latest model the iPhone 4. The day the...