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

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

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/

Mark Palmer

affiliation not provided to SSRN ( email )

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