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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Abstract

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
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 https://doi.org/10.1007/978-3-319-39396-4_9
Keywords:	Consumer behaviour, consumer purchase decision, multi-modality, multimodal metaphors, social media marketing
Subjects:	Business and finance
Date Deposited:	15 Jun 2016
Dates:	Date Publication status 11 December 2015 Accepted 22 June 2016 Published
School, department or research centre:	Claude Littner Business School
Keywords:	Consumer behaviour, consumer purchase decision, multi-modality, multimodal metaphors, social media marketing
URI:	https://repository.uwl.ac.uk/id/eprint/2628

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