Online Social Capital : Understanding E-Impulse Buying in Practice

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