Interactive e-Branding in e-Commerce Interfaces: Survey Results and Implications

Rigas, Dimitrios; Hussain, Hammad

doi:10.1007/978-3-319-39396-4_42

Cited by 2 publications

(3 citation statements)

References 19 publications

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“…Berry (2000) also suggested that e-branding increases online customer trust in an environment where physical products or services are physically viewed (as it is the case with face-to-face commerce). This was further supported by findings from Rigas and Hussain (2016) that e-brand is one of the factors which consumers seek out during online shopping.…”

Section: E-commerce Experience Through E-branding and Multimodalitysupporting

confidence: 58%

“…Branding and e-branding have been topics of significant interest however their contribution to business performance has remained questionable (Rigas and Hussain, 2016). Given that organisations often invest multiples of their annual sales revenue in e-branding to enhance the online reputation and presence, the return is not directly measurable.…”

Section: E-commerce Experience Through E-branding and Multimodalitymentioning

confidence: 99%

“…Ibeh et al, (2005) suggests that consumers establish online relationships with brands that are remembered when re-purchasing. These relationships and trust on a brand can be enhanced through interactivity and interactive avatars (Rigas and Hussain, 2016). Moreover, nowadays consumers are overwhelmed with the amount of information which is available online and with limited time and cognitive resources they apply mental shortcuts to make a decision.…”

Section: E-commerce Experience Through E-branding and Multimodalitymentioning

confidence: 99%

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Online Branding and Marketing

Rigas

Hussain

Riaz

2016

International Journal of Sociotechnology and Knowledge Development

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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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Section: E-commerce Experience Through E-branding and Multimodalitysupporting

confidence: 58%

Section: E-commerce Experience Through E-branding and Multimodalitymentioning

confidence: 99%