Online social capital : understanding e-impulse buying in practice
Type :
Article
Publication Status :
published
Access :
restrictedAccess
Abstract
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.
Source :
Journal of Retailing and Consumer Services
Date :
2009-07
Volume :
16
Issue :
4
Publisher :
Elsevier
URI
http://hdl.handle.net/10679/104http://www.sciencedirect.com/science/article/pii/S0969698909000162
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