Online social capital: understanding e-impulse buying in practice

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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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Official URL: http://dx.doi.org/10.1016/j.jretconser.2009.02.007


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
ID Code:12288
Deposited By:Ronan Jouan de Kervenoael
Deposited On:28 Oct 2009 10:32
Last Modified:23 Jul 2019 12:10

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