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The first phase of our study consisted of selecting a brand website: www.inpascani.ro, and establishing a task scenario.
The aim of this paper is to study the relationship between customers' online flow experience and the perceived quality of a brand website.
We found that flow is an important construct that can be used by marketers in order to increase the perceived quality of a brand website.
The aim of this paper is to propose a new approach in the form of multimodality as a semiotic method that can be used by marketers and semioticians to induce online flow, a psychological state, on a brand website.
The main conclusion of our paper is that multimodality can be used by scholars and practitioners as a premise to induce online flow on a brand website, by optimizing the sets of signs or modes.
In order to address our research problem - how can the flow theory be used to increase the perceived quality of a brand website - we used a quasi-experimental design.
Similar(37)
There was subsequently a rush to build brand websites that few consumers visited and to populate them with branded entertainment that few consumers watched.
More aggressively it could link ads out to ecommerce or brand websites.
The company recognized early on that consumers would prefer to find nearby locations without visiting brand websites.
The company had the early vision that consumers would prefer to find nearby locations without visiting brand websites.
The company is also closing the gap between what happens in the world of social and what happens on brand websites and in brick and mortar stores.
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Justyna Jupowicz-Kozak
CEO of Professional Science Editing for Scientists @ prosciediting.com