Online social capital: Understanding e-impulse buying in practice

Ronan de Kervenoael, D. Selcen O. Aykac and Mark Palmer

Journal of Retailing and Consumer Services, 2009, vol. 16, issue 4, 320-328

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.

Keywords: Retail behaviour; E-impulse; Social atmospherics/capital and practice (search for similar items in EconPapers)
Date: 2009
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Citations: View citations in EconPapers (6)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:16:y:2009:i:4:p:320-328

DOI: 10.1016/j.jretconser.2009.02.007

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