Online Social Capital: Understanding E-Impulse Buying in Practice

Journal of Retailing and Consumer Services, Vol. 16, No. 4, pp. 320-328, July 2009

34 Pages Posted: 19 Mar 2009 Last revised: 16 Jun 2009

See all articles by Ronan de Kervenoael

Ronan de Kervenoael

affiliation not provided to SSRN

Selcen Ozturkcan

EMLYON Business School; Department of Marketing, School of Business and Economics, Linnaeus University; Sabanci Business School, Sabanci University

Mark Palmer

affiliation not provided to SSRN

Date Written: February 18, 2009

Abstract

Socially constructed marketing imageries (e.g. e-atmospherics) help consumers while making choices and decisions. Still, human and retailing technologies interactions are rarely evaluated from a social practice perspective. This paper 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

JEL Classification: M30

Suggested Citation

Kervenoael, Ronan de and Ozturkcan, Selcen and Ozturkcan, Selcen and Palmer, Mark, Online Social Capital: Understanding E-Impulse Buying in Practice (February 18, 2009). Journal of Retailing and Consumer Services, Vol. 16, No. 4, pp. 320-328, July 2009, Available at SSRN: https://ssrn.com/abstract=1363474

Ronan de Kervenoael

affiliation not provided to SSRN ( email )

Selcen Ozturkcan (Contact Author)

EMLYON Business School ( email )

23 Avenue Guy de Collongue
Ecully, 69132
France

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/

Sabanci Business School, Sabanci University ( email )

Istanbul
Turkey

Mark Palmer

affiliation not provided to SSRN ( email )

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