Publication: Online social capital : understanding e-impulse buying in practice
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Type
Article
Access
info:eu-repo/semantics/restrictedAccess
Publication Status
published
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.
Date
2009-07
Publisher
Elsevier
Description
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