TY - JOUR
T1 - Online social capital
T2 - understanding e-impulse buying in practice
AU - De Kervenoael, Ronan J.
AU - Aykac, D. Selcen O.
AU - Palmer, Mark J.
PY - 2009/7
Y1 - 2009/7
N2 - 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.
AB - 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.
KW - retail behaviour
KW - e-impulse
KW - social atmospherics/capital and practice
UR - http://www.scopus.com/inward/record.url?scp=67349171039&partnerID=8YFLogxK
U2 - 10.1016/j.jretconser.2009.02.007
DO - 10.1016/j.jretconser.2009.02.007
M3 - Article
SN - 0969-6989
VL - 16
SP - 320
EP - 328
JO - Journal of Retailing and Consumer Services
JF - Journal of Retailing and Consumer Services
IS - 4
ER -