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Online social capital: Understanding e-impulse buying in practice

Author

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  • de Kervenoael, Ronan
  • Aykac, D. Selcen O.
  • Palmer, Mark

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.

Suggested Citation

  • de Kervenoael, Ronan & Aykac, D. Selcen O. & Palmer, Mark, 2009. "Online social capital: Understanding e-impulse buying in practice," Journal of Retailing and Consumer Services, Elsevier, vol. 16(4), pages 320-328.
    • Handle: RePEc:eee:joreco:v:16:y:2009:i:4:p:320-328
    DOI: 10.1016/j.jretconser.2009.02.007
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    References listed on IDEAS

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    2. Abraham Yeboah & Vida Owusu-Prempeh, 2017. "Exploring the Consumer Impulse Buying Behaviour from a Range of Consumer and Product Related Factors," International Journal of Marketing Studies, Canadian Center of Science and Education, vol. 9(2), pages 146-159, April.
    3. Bandyopadhyay, Nirmalya & Sivakumaran, Bharadhwaj & Patro, Sanjay & Kumar, Ravi Shekhar, 2021. "Immediate or delayed! Whether various types of consumer sales promotions drive impulse buying?: An empirical investigation," Journal of Retailing and Consumer Services, Elsevier, vol. 61(C).
    4. Amos, Clinton & Holmes, Gary R. & Keneson, William C., 2014. "A meta-analysis of consumer impulse buying," Journal of Retailing and Consumer Services, Elsevier, vol. 21(2), pages 86-97.
    5. Gulfraz, Muhammad Bilal & Sufyan, Muhammad & Mustak, Mekhail & Salminen, Joni & Srivastava, Deepak Kumar, 2022. "Understanding the impact of online customers’ shopping experience on online impulsive buying: A study on two leading E-commerce platforms," Journal of Retailing and Consumer Services, Elsevier, vol. 68(C).
    6. Huang, Li-Ting, 2016. "Flow and social capital theory in online impulse buying," Journal of Business Research, Elsevier, vol. 69(6), pages 2277-2283.

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