This page is older archived content from an older version of the Emerald Publishing website.

As such, it may not display exactly as originally intended.

Social Capital and Interactive Marketing

Special issue call for papers from Journal of Research in Interactive Marketing

Recent literature reveals that the construct of social capital embraces a wide spectrum of entities such as societal trust, social norms, social networks, reciprocity & collaborative networks (Bourdieu 1986; Burt 1992; Putnam 1993). However, research in this area has been heavily focused on identifying the factors which contribute to social capital, with relatively little attention to the role of interactivity or interactive dynamics in building social capital online or offline.
Recent research has reported that people engage in communal activities such as SNS to gain peer acceptance and life satisfaction, which also influences social capital (Koh 2010; Ryberg & Larsen 2008). It is this communal interactivity that makes research of this issue so compelling in this era of connectedness, when social capital, either at societal or national level, plays a critical role in determining corporate success.

Relevant topics for submission to this special issue may include, but are not limited to:

 What are the antecedents of social capital in the interactive marketing environment?
 What are the consequences of social capital in the interactive marketing environments?
 What interactive dynamics contribute to social capital?
 How does social media such as SNS contribute to social capital?
 How does societal trust contribute to social capital in an online environment?
 Does the reciprocity principle in social media affect social capital?
 Does social capital affect individual’s well-being and life satisfaction through interactive communication?
 Do social networks contribute to social capital?
 What are the role of cultural differences in cross-national comparison of social capital?
 How can we measure online social capital?
 Does online social capital result in individual well-being?
 Does online social capital influence civic participation?

Submission Information

Submissions to Journal of Research in Interactive Marketing are made using ScholarOne Manuscripts, the online submission and peer review system. Registration and access is available at Full information and guidance on using ScholarOne Manuscripts is available at the Emerald ScholarOne Manuscripts Support Centre:

When submitting please ensure you choose to submit your paper to the Social Capital special issue on ScholarOne.

Closing Date for Submissions – 15th June 2012

Special Issue Guest Co-Editors

Professor Sung-joon Yoon
Kyonggi University, South Korea
e-mail: [email protected]

Prof. Jin, Chang Hyun,
Kyonggi University, South Korea
e-mail: [email protected]

Bourdieu, P. (1986), "Forms of Capital, In Richardson (ed.) Handbook of the Theory of and Research for the Sociology of Education," New York, Greenwood Press.
Burt, R. S. (1992), Structural Holes: The Social Structure of Competition, Harvard University Press, Cambridge, MA.
Koh, S.M, Hwang, B,H, Ji, Y.K (2010), “Social Networks and Social Capital: Comparing Korea and China Cases,” Korean Journal of Electronic Commerce, 15(10), 103-118.
Putnam, R.D. (1983), “The Prosperous Community: Social Capital and Public Life,” American Prospect, 13, 35-42.
Ryberg, T. and Larsen, M.C. (2008), “Network Identities: Understanding Relationships between Strong and Weak Ties in Network Environments” Journal of Computer-Assisted Learning, 2, 103-115.