The effect of multimodal metaphors on social media platforms & impact on consumer purchase decisions

Riaz, Nazish (2019) The effect of multimodal metaphors on social media platforms & impact on consumer purchase decisions. Doctoral thesis, University of West London.

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Abstract

This empirical research programme investigated the way in which multimodality can be integrated on messages in social platforms and its impact on consumer purchase decision. This study investigated effects of specific combinations of multimodal metaphors, including textual descriptions, images, textual descriptions combined with Images and video as messages on social platform to communicate information, enhance product likeness, influence purchase intentions, and increase overall effectiveness of the online presentation. Furthermore, it investigated the effectiveness of specific metaphors in product advertising context as well as the positive influence on purchase decisions. This was achieved by conducting an empirical investigation with two main phases. The opportunistic sampling technique was used to select respondents. The first phase gathered empirical data on the impact of individual and combined multimodal metaphors on consumer decisions. Second phase validated the results extrapolated from the first phase. It involved specific designs to understand the impact of different multimodal metaphors and the way in which they contributed towards product understanding, product likeness and final purchase decision. Data was collected using questionnaires. The results were analyzed with the use of SPSS which enabled conducting statistical tests such as descriptive and chi-square tests. The outcomes of this research provided a better understanding of the role of multimodal metaphors on online presentation effectiveness, user’s understanding and decision-making. Video was found to be the most significant factor in affecting purchase decision. A set of empirically derived guidelines within a working framework has emerged. These guidelines can be used on the effective use on multimodal metaphors in social media marketing presentation techniques in order to create product likeness, detailed user understanding and overall effectiveness which will lead to purchase decision.

Item Type: Thesis (Doctoral)
Uncontrolled Keywords: Consumer Behaviour, Consumer Purchase Decision, Multimodality, Multimodal Metaphors, Social Media Marketing
Subjects: Business and finance
Depositing User: Camille Regnault
Date Deposited: 12 Dec 2019 14:01
Last Modified: 12 Dec 2019 14:01
URI: http://repository.uwl.ac.uk/id/eprint/6609

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