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The influence of social E-atmospherics in practice: a website content analysis perspective

de Kervenoael, Ronan and Aykaç, D. Selcen Ö. and Bisson, Christophe (2008) The influence of social E-atmospherics in practice: a website content analysis perspective. In: 7th International Congress Marketing Trends, Venice, Universita Ca'Foscari, Italy

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Official URL: http://www.escp-eap.net/conferences/marketing/doc/Marketing_Trends_Pre_Programme_V9.pdf

Abstract

E-atmospherics have been often analyzed in terms of functional features, leaving its characteristics’ link to social capital co-creation as a fertile research area. Prior research have demonstrated the capacity of e-atmospherics’ at modifying shopping habits towards deeper engagement. Little is known on how processes and cues emerging from the social aspects of lifestyle influence purchasing behavior. The anatomy of social dimension and ICT is the focus of this research, where attention is devoted to unpack the meanings and type of online mundane social capital creation. Taking a cross-product/services approach to better investigate social construction impact, our approach also involves both an emerging and a mature market where exploratory content analysis of landing page are done on Turkish and French web sites, respectively. We contend that by comprehending social capital, daily micro practices, habits and routine, a better and deeper understanding on e-atmospherics incumbent and potential effects on its multi-national e-customer will be acquired. Keywords: E-shopping, cultural capital, web content, e-atmospherics.

Item Type:Papers in Conference Proceedings
Additional Information:Marketing des montres conçues et vendues sur Internet: effet de mode ou tendance durable?
Uncontrolled Keywords:E-shopping, cultural capital, web content, e-atmospherics.
Subjects:H Social Sciences > H Social Sciences (General)
ID Code:7430
Deposited By:Ronan Jouan de Kervenoael
Deposited On:22 Feb 2008 09:46
Last Modified:22 Feb 2008 09:46

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