Online social capital: understanding e-impulse buying in practice

Ronan J. De Kervenoael, D. Selcen O. Aykac, Mark J. Palmer

Research output: Contribution to journalArticlepeer-review


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.
Original languageEnglish
Pages (from-to)320-328
Number of pages9
JournalJournal of Retailing and Consumer Services
Issue number4
Publication statusPublished - Jul 2009


  • retail behaviour
  • e-impulse
  • social atmospherics/capital and practice


Dive into the research topics of 'Online social capital: understanding e-impulse buying in practice'. Together they form a unique fingerprint.

Cite this