Online Branding and Marketing: A User Perspective

Online Branding and Marketing: A User Perspective

Dimitrios Rigas (University of West London, London, UK), Hammad Akhtar Hussain (University of West London, London, UK) and Nazish Riaz (University of West London, London, UK)
DOI: 10.4018/IJSKD.2016040103
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Abstract

Multimodal is quite established as communication metaphor in user interfaces and there is at least some limited prima facie case that can be used to influence positively consumer behaviour. This paper explores the perceptions of users to interactive multimodal e-branding and its effect on the consumer purchase decision. A sample of 200 respondents, was used as a basis to explore marketing techniques on social media and multimodal influence on consumer purchase decisions. The results and their analysis indicated that advertisements or messages to users with audio, video and text on in combination are the most effective forms of compiling multimodal messages that aim to advertise, persuade and eventually lead to a purchase on the e-commerce and social media platforms. The data also pointed to the use of multimodal Virtual Shopping Assistants. These findings provide an overall viewpoint on user perception that can be used as a basis for a series of empirical experiments in simulations to identify the specific user influence under particular user context and multimodal messages.
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E-Commerce Experience Through E-Branding And Multimodality

Branding aims to create additional value of a product or service. This is often achieved by using innovative approaches and techniques that will eventually lead to repeat purchase (Yen, 2016; Aaker,1991; Chernatony and McDOnald, 1992; Kapferer, 1992; Hankinson and Cowking, 1993; Rowley, 2009). The growth and competition of e-commerce makes branding significant activity for any organisation or business. E-Presence and a strong e-brand identity are fundamental components to succeed. In this context, branding is the process through which continuous experience and value to customers is provided leading to customer satisfaction (Akhtar et al., 2106; Ries and Ries, 2000; Bergstorm, 2000; Berry, 2000; Mitchell, 2000).

This customer satisfaction, experience and value leads to the creation of a trust in the brand. The effective growth of a consumer-organisation relationship is often the key to long-term and sustained business growth. In a highly segmented market with brand leadership and brand-loyal and satisfied consumers, competitors find it extremely difficult to obtain a sustainable market share. Branding enables the growth of image and reputation with the expectation to lead to new or repeat purchases through reputation or user brand loyalty.

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