The Influence of Social E-Atmospherics in Practice: A Website Content Analysis Perspective
7th International Marketing Trends Congress, Venice, January 25-26, 2008
17 Pages Posted: 19 Mar 2009 Last revised: 22 Apr 2009
Date Written: January 25, 2008
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
JEL Classification: M30
Suggested Citation: Suggested Citation