Multimodal impact on consumer purchase decisions: initial results

Rigas, Dimitrios and Riaz, Nazish (2016) Multimodal impact on consumer purchase decisions: initial results. In: HCI in Business, Government, and Organizations: eCommerce and Innovation, 17-22 July 2016, Toronto, Canada.

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This paper aims to explore the ways in which multimodality can be integrated on social platforms and its impact on consumer purchase decision. It aims to investigate user views on the presence and absence of multimodal meta‐ phors on social media platforms and its impact on consumer decision making. A questionnaire was conducted from 58 respondents. Results indicate multimodal metaphors not only aid user understanding but also positively affect consumer purchase decisions.

Item Type: Conference or Workshop Item (Paper)
ISSN: 0302-9743
ISBN: 9783319393957
Identifier: 10.1007/978-3-319-39396-4_9
Page Range: pp. 94-105
Identifier: 10.1007/978-3-319-39396-4_9
Additional Information: © Springer Verlag 2016. The final publication is available at Springer via
Keywords: Consumer behaviour, consumer purchase decision, multi-modality, multimodal metaphors, social media marketing
Subjects: Business and finance
Depositing User: Dimitrios Rigas
Date Deposited: 15 Jun 2016 16:08
Last Modified: 28 Aug 2021 07:07

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