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

See all articles by Ronan de Kervenoael

Ronan de Kervenoael

affiliation not provided to SSRN

Selcen Ozturkcan

Department of Marketing, School of Business and Economics, Linnaeus University

Christophe Bisson

Kadir Has University

Date Written: January 25, 2008

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

JEL Classification: M30

Suggested Citation

Kervenoael, Ronan de and Ozturkcan, Selcen and Bisson, Christophe, The Influence of Social E-Atmospherics in Practice: A Website Content Analysis Perspective (January 25, 2008). 7th International Marketing Trends Congress, Venice, January 25-26, 2008. Available at SSRN: https://ssrn.com/abstract=1362524 or http://dx.doi.org/10.2139/ssrn.1362524

Ronan de Kervenoael

affiliation not provided to SSRN ( email )

Selcen Ozturkcan (Contact Author)

Department of Marketing, School of Business and Economics, Linnaeus University ( email )

Kalmar, SE-391 82
Sweden
+46 (48) 049-7189 (Phone)

HOME PAGE: http://lnu.se/en/staff/selcen.ozturkcan/

Christophe Bisson

Kadir Has University ( email )

Istanbul
Turkey

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