Interactive multimodal branding in e-commerce: an empirical investigation

Hussain, Hammad (2019) Interactive multimodal branding in e-commerce: an empirical investigation. Doctoral thesis, University of West London.

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Abstract

Interactivity improves the communication process between an organisation and a consumer. However, there are lack of good practice examples or guides to suggest how interactivity should take place to maximise its effectiveness. Therefore, the aim of this study was to see how e-branding through effectiveness, efficiency and user-satisfaction aids e-loyalty. In the process of exploring this, tangible and intangible attributes were assessed. As a result, a conceptual framework was proposed, tested and validated. The framework provides guidance on how e-loyalty can be aided through e-branding and how e-branding can be achieved through effectiveness, efficiency and user-satisfaction. These specific factors are under-researched and provide a unique insight to the Human and Computer Interaction. This thesis followed a three-stage empirical style exploratory investigation (data collection, empirical investigation and validation of a proposed framework) which consisted a total of 150 consumer respondents, 50 in stage one and 100 in stage two, who shop online. First stage acquired data regarding current paradigms. For second stage consumers were required to fill a questionnaire, view an updated version of various interfaces with interactive multimodality characteristics. Respondents then shared views on how updated interfaces affected their perception of a brand. Results highlighted that the current e-commerce interfaces are serving basic purpose but lack interactivity. Results further showed that effectiveness, efficiency and user-satisfaction do lead to e-branding and subsequently e-loyalty as hypothesised in the conceptual framework. The hypothetical tests validated the conceptual framework devised in the study. Validation of the framework was at the final stage of this thesis, which also recommended guidelines on how e-loyalty could be achieved through e-branding on the e-commerce. The study concluded with recommendations and good practice guidance on how best e-commerce interfaces could be updated to achieve long desired e-loyalty online from consumers through interactive multimodal branding.

Item Type: Thesis (Doctoral)
Uncontrolled Keywords: E-branding, E-loyalty, E-Commerce, Multimodal branding, multimodal interfaces, online loyalty, consumer behaviour
Subjects: Business and finance
Depositing User: Camille Regnault
Date Deposited: 12 Dec 2019 11:38
Last Modified: 12 Dec 2019 11:38
URI: http://repository.uwl.ac.uk/id/eprint/6604

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