Online social capital: understanding e-impulse buying in practice

Jouan de Kervenoael, Ronan and Aykaç, D. Selcen O. and Palmer, Mark (2009) Online social capital: understanding e-impulse buying in practice. Journal of Retailing and Consumer Services, 16 (4). pp. 320-328. ISSN 0969-6989

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Abstract

Socially constructed marketing imageries (e.g. e-atmospherics) help consumers while making choices and decisions. Still, human and retailing technology interactions are rarely evaluated from a social practice perspective. This article explores the potential impact of socially constructed e-atmospherics on impulse buying. A framework with three interrelated factors, namely social acoustic, co-construction and mundane language enactment is analysed. The way these allow for e-social norms to organically emerge is elaborated through a set of propositions. Retailing implications are subsequently discussed.
Item Type: Article
Uncontrolled Keywords: Retail behaviour; E-impulse; Social atmospherics/capital and practice
Subjects: H Social Sciences > HF Commerce > HF5410-5417.5 Marketing. Distribution of products
Divisions: Sabancı Business School > Marketing
Depositing User: Ronan Jouan de Kervenoael
Date Deposited: 28 Oct 2009 10:32
Last Modified: 23 Jul 2019 12:10
URI: https://research.sabanciuniv.edu/id/eprint/12288

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