Multimodal Impact On Consumer Purchase Decisions: Initial Results

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 metaphors 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.