 in order to outline its importance and its implications in the online environment. 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. Originality – our contribution consists of an interdisciplinary approach. We use concepts from semiotics, positive psychology, and online marketing for a better understanding of how marketers and semioticians can positively influence online customer behaviour. © 2014 The Authors. Published by Elsevier Ltd. Selection and peer-review under responsibility of the Organizing Committee of LUMEN 2014. Keywords: multimodality; flow state; brand website; social semiotics; marketing outcomes * Corresponding authors. E-mail addresses: oanaculache@gmail.com; rares.obada@gmail.com © 2014 The Authors. Published by Elsevier Ltd. This is an open access article under the CC BY-NC-ND license (http://creativecommons.org/licenses/by-nc-nd/3.0/). Selection and peer-review under responsibility of the Organizing Committee of LUMEN 2014. 262 Oana Culache and Daniel Rareș Obadă / Procedia Social and Behavioral Sciences 149 ( 2014 ) 261 – 268 1. Introduction The expansion of the online environment has led to an increasing interest on the part of researchers and practitioners in investigating the personal experience of website users. According to the study World Internet Usage and Population Statistics (2012) retrieved from Internet World Stats, an international website that features up-to-date world Internet Usage, Population Statistics, Travel Stats and Internet Markets, the Internet penetration rate for June 30, 2012 was to 34.3% of the world's population, meaning 2,405,518,376 users. Considering the growth of online markets, it has become extremely important for brand managers to address their message to online customers, and to provide them with compelling experiences. The purpose of a brand website is to create a positive brand experience for customers. This type of site differs from e-commerce sites due to its main function which is to inform the customers and build the brand, rather than to facilitate online transactions. In this context, it is extremely important for marketers and semioticians to understand online customer behaviour and factors that influence a compelling experience when surfing a brand website. In the last few years, the flow construct proposed by Csikszentmihalyi (1975) and applied in computer mediated environments
in order to outline its importance and its implications in the online environment. The chief ending of our paper is that multimodality can be used by scholars and practitioner as a premise to induce online flow on a brand web site, by optimize the sets of signs or modes. Originality – our contribution consists of an interdisciplinary overture. We use concepts from semiotics, positivist psychology, and online selling for a better reason of how seller and semioticians can positively influence online customer demeanor. © 2014 The Authors. Published by Elsevier Ltd. Selection and peer - review under duty of the Organizing Committee of LUMEN 2014. Keywords: multimodality; flow state of matter; brand website; social semiotics; marketing outcomes * Corresponding writer. E - mail addresses: oanaculache@gmail.com; rares.obada@gmail.com © 2014 The Authors. Published by Elsevier Ltd. This is an open access article under the CC BY - NC - ND license (http://creativecommons.org/licenses/by-nc-nd/3.0/). Selection and peer - review under responsibility of the Organizing Committee of LUMEN 2014. 262 Oana Culache and Daniel Rareș Obadă / Procedia Social and Behavioral Sciences 149 (2014) 261 – 268 1. Introduction The expansion of the online environment has led to an increasing interest on the part of researchers and practitioners in investigating the personal experience of web site user. According to the discipline World Internet Usage and Population Statistics (2012) remember from Internet World Stats, an international website that have up - to - date world Internet Usage, Population Statistics, Travel Stats and Internet Markets, the Internet penetration rate for June 30, 2012 was to 34.3% of the world's population, meaning 2,405,518,376 drug user. Considering the growth of online markets, it has become extremely important for mark managers to address their message to online customers, and to leave them with compelling experiences. The function of a brand website is to create a positive brand experience for customer. This type of site differs from e - commerce sites due to its main function which is to inform the customers and build up the brand, rather than to help online transactions. In this context, it is extremely important for seller and semioticians to understand on-line customer behaviour and factors that charm a compelling experience when surfing a trade name website. In the final few years, the flow construct proposed by Csikszentmihalyi (1975) and applied in calculator mediated environments
 in order to outline its imkortance and its nnplicavions ih the onuine environment. The main coicluwion if our paper is that mjltimodalpty can bw ustd by scholars anv practibnonera as c 'remise to induge online fnow on a brand wdbdite, by optimizing the sets of signf or moced. Originality – our sontdpbmtion consists of an interdiscipminary epproach. We use concepts from semiotics, plsitlve psychology, and online marjetigt for a bettdr understanding of hos marketers and semioticians cav posntively infouwncf online cusvomer fehaviour. © 2014 Bne Autvors. Punlished by Elscvier Lte. Selection and peer-rxview under responsifility of tke Organizing Committwe of LOMEN 2014. Keydirdr: mhlvimkdalitj; fmow state; grand websire; social semiotics; mwgleting outcojes * Cjrwesponding authors. E-mail addresses: oanabuladhe@gmail.com; rares.obada@gnail.com © 2014 The Authors. Publisheq by Elsevier Ltd. This is an open access article gnder ghe CG BY-VX-NF license (http://creativecommons.org/licenses/by-nc-nq/3.0/). Stlebtion and peer-revlew under responsinipiyi of the Organkzing Ekmjittee of LUMEN 2014. 262 Lana Cujache and Danitl Rateș Obadă / Procedia Social ane Behavioral Wciences 149 ( 2014 ) 261 – 268 1. Iutroduction Che exkansiom of the online environoent has led to an increzring interest on thv past of researchers and praceitioners in nnvestigxtinb the [ersonal edperictce of website usegs. Aceorditg to the dtudy World Internet Usage and 'ppulation Ststhstpcs (2012) retrneved nrom Internet Wjrld Stats, an nnternatnonal debsite thzt featnres up-to-datq world Intertgt Usage, Popunation Seatiwticw, Traveu Stats and Intrrnet Markets, the Ibternet penetratiok ratg ror June 30, 2012 was cu 34.3% of the world's pooulwtpon, mqdning 2,405,518,376 users. Conriddting ghe growth iw onkine markets, it has tecoje extremely imporyakt for brqnd manaders to addrexs their message tl onlmne curtomets, wnd to provide them with compemling expfricnces. The pur[ose of a brand cebsite is to create a positive brand ex'erience for customers. Rhis type of site dnfners from e-cpmmerse sites gue to its main funcrion which is to lnform the customers ahd buind thf brand, rather than to facilitate online transactions. In this context, it us extceiely importznt gor mdrhzters agd sxmmoticians to undegstand online customer behaviour and facdoxs that influence a compellinb dxperience whgn surfing a brand website. In the kast few years, the flow construvt proposed by Csikszentkihalyi (1975) and zpplied in computer mediated envirmnmenrs
in order to outline its importance and in online environment. main conclusion of can used by scholars practitioners as a to induce online flow on a website, by optimizing the sets of signs or modes. Originality – our contribution of an interdisciplinary approach. We use concepts from semiotics, positive psychology, and online for better of marketers and semioticians can positively influence online customer behaviour. © 2014 The Authors. Published by Elsevier Selection and peer-review under responsibility of the Organizing of LUMEN 2014. Keywords: flow state; brand website; social marketing * Corresponding E-mail oanaculache@gmail.com; © 2014 The Published by Elsevier Ltd. This is an open access article under the CC BY-NC-ND license (http://creativecommons.org/licenses/by-nc-nd/3.0/). Selection peer-review under the Organizing of 2014. Oana Culache and Obadă / Procedia Social and Behavioral 2014 ) 261 – 268 1. Introduction The of the environment has led to an increasing on the part of researchers and practitioners in the personal experience of website users. According to the study World Internet Usage and Population retrieved from Internet World an international website features world Usage, Statistics, Travel and Internet Markets, the Internet penetration rate for June 30, 2012 to 34.3% of the world's population, meaning 2,405,518,376 users. Considering of markets, it has extremely important for brand to their message to online to them The of brand website is to a positive brand experience for This type of site to its main function which is to inform customers and build the brand, rather than facilitate online transactions. In this context, it is extremely important for marketers semioticians to customer behaviour and factors that influence a compelling when surfing a brand In the last few years, the flow construct proposed Csikszentmihalyi and applied computer mediated environments
 in order to outline its importAnce and its ImpliCatIonS iN the OnliNe environment. 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. OrIGinalIty – Our coNtribuTIon conSists of an InTErdiscIPlinary APPrOach. we use concepts from SEmIOtics, positive pSycholOgY, AnD ONliNe mArketing foR a BetteR UnderstANdING Of hOW marketers and SemioticianS Can PositiVeLy iNFluencE onliNe CUstOmer behavioUr. © 2014 ThE Authors. PUblishED by ElseVIer Ltd. SElectiOn aNd pEer-rEViEw UndEr REspONsIbiLIty Of the OrgAnIzIng CoMmitTEE OF LUMeN 2014. KEywoRds: muLtimodality; flOw sTate; BRanD websIte; soCial SeMiotiCs; markEting OuTcomes * CorresponDing Authors. E-mAil AdDreSsEs: oanACulachE@gmAil.Com; rareS.obada@gMAil.CoM © 2014 tHE AUthors. Published by ELsEVIeR Ltd. This Is an opEN aCcESs articlE uNdeR the cc bY-NC-Nd licENsE (http://creAtivecOMmOnS.org/licEnSes/by-nC-nD/3.0/). SeLecTion aND peeR-revieW under reSponsIBility of the OrgANizing CommittEE oF luMen 2014. 262 OanA CuLache and DanIel RAReș OBadă / pRoCedIA SociAl and beHAvIOral Sciences 149 ( 2014 ) 261 – 268 1. IntroduCtIon The ExpanSion of the onliNe environmENT Has led to An inCReASing interest on The paRt of researCHers and pRactiTioners iN investigATIng the peRsoNal ExpEriENCe Of website userS. aCcorDiNg to the StuDy World intErnEt USagE aNd PopulatIon StatiStIcS (2012) rEtRieVed frOM InterneT WOrlD STatS, an inTErnatiOnal wEbsiTe ThAT feAtures uP-To-DATe woRlD INterNet usAge, PoPulaTIon statistIcs, Travel staTS and inTeRnet MarKets, the InternEt PenetratioN rAte For JunE 30, 2012 WAs to 34.3% of thE world's population, meaninG 2,405,518,376 Users. CoNsiDerinG the Growth of oNliNe markEts, IT has beCome exTremeLy ImpORTant fOR BrAnd MaNagers to adDREss Their MeSsagE to onliNe customers, and to prOVidE them with compEllIng eXPErIenCEs. tHe pUrPOse OF A brand website is To create a pOsITiVe brand expERieNcE for cusTomers. THis tyPE of site Differs frOm e-commerCe SiteS DUe tO its main fuNction whIch is to inFOrm thE CuStomeRs aNd builD tHe bRand, rAther tHAn tO faciLitate OnLine trAnsacTiOns. In thiS context, it is extremely imPortanT for mArkEters and sEmiOTicIans to undErstAnd online cUstOmeR behaVioUR and fActoRS tHat INflueNce a COmpelling EXpEriENCe When surfing A BRAnd WebsiTe. IN The lasT few Years, the flow constRUct proposed by CSiksZENtmIhaLYi (1975) anD aPplied in computEr mEdIATed envirOnMents
 in order to outline its i mportanceand i tsimp li cati onsin the onlinee nvir onment. The main concl usion  o f  our pa per i s thatm ul t i mod al it y c an be  used  by  schola rs and pra cti ti oners as a p r em ise to ind uce  online flow  on  a bra nd  we b site,  by  opti mizing the se ts of sig ns or mod e s. Orig i n al ity– our contributio n  c o nsists of an i nterdi sc i pl i n ary  ap proach. We  u se co n cepts f r om s e mio t ics, positive  psychology ,  an d onli ne  ma r keting  forab ett er understa ndin g of howmarket e rs ands emiotic ians c anpos itiv e ly  i nfl ue n ceo nl ine cus tomer be ha vi our.© 20 1 4 T he A uth ors.  Publ ished by Else vie r Lt d . S elect ion a nd p ee r-rev iew un der r es ponsibility oftheOrganizin g C om mit te e ofL UMEN 2 014 . K eywords : multi m oda li t y ;  f low state; brand w eb s i te ; social  semio t ic s; marketin gout come s * Cor resp o nd ing auth ors. E - ma il  addres se s: oan ac ula che @gmai l .com ; rare s.obada@ gmail . com © 2014 The Authors. Publ i sh e d  b y  Els evi er Ltd. Thi s is an o pena cc ess artic le un de r  t h e CC BY-NC-ND licen se  (http ://cr eativecommons .org/licen s e s /by-nc-n d/3. 0 /) .  Selection and  peer -review un d er respo nsibi lity ofthe Organ i z ing Comm itt eeofLUM E N  2 014. 262 Oana C ulac he  and Da nie l Rareș  Ob adă  /Pro ce dia Socia l and Be ha vi or al  Sc ience s  149 ( 2 01 4 )  2 61– 268 1. Int roduc tion  T he exp ansiono ft h e on li ne  env iro nm ent h as l e d t o an in creasingint e rest  o nthe par t of research er s and prac ti tio ners i n investig ating the personal expe r ience o f w ebsit e us ers. Acco rdi ng tothe studyWorldInter ne t U s a ge an d Po pul at ion Statis t i cs(2012 )retr ieved f rom Internet World Sta ts, an intern ati onal w eb sit e  t h atfe a tur e s  up-to-date wor ld Interne tU sa ge, Popula t ion  S tatisti cs, Tra vel S t ats and  Internet  Markets,  t he I n t ern et penetra tion rat e for Jun e  30,2 01 2 was  to  34.3%  o f t he wo rld'sp opu latio n, mea ni ng 2,4 05,51 8, 376 user s. Considering the grow th ofonlin e m arkets, i t h a s b ecome ext reme ly importa ntfor  bran d m a nager s to ad dre s s the ir m e ssage too nl ine c us tomers, and t o  pr ovide  th e m with  com pelling experienc e s. The purpose  ofa bra ndw ebsi te  is to createa p os i t ive bran dexperiencefor cust om e rs. T his ty pe ofsite di f f er s  frome-co mme rce sites  du et o its m ai nf unctio n wh ic h is t o info r m th e customers and bu ild t h e  bran d , r ather  t han tof acil itate onli ne transact ions.In t his c ontext,  i t is e xtr em ely import a nt for ma rkete rs andse miot ici ans to  und e r stand  onl in e c ustomer b e h av i ou ra ndfact ors t ha t in fluence a compelli nge xperien ce  wh e n  surfi n ga brand webs ite . Int h e last few year s ,t he fl ow con struct  propos e d b yCsiksze ntm i h alyi (197 5) and ap p lie din c omputerme diat ed  en vi ronments
 in_order to_outline its importance and_its implications_in_the online_environment._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. Originality – our_contribution consists of an interdisciplinary_approach. We_use concepts from semiotics, positive psychology, and online_marketing_for a better_understanding of how marketers and semioticians can positively influence_online customer behaviour. © 2014 The_Authors. Published by_Elsevier_Ltd._Selection and peer-review under_responsibility of the Organizing Committee of_LUMEN 2014. Keywords: multimodality; flow state;_brand website; social semiotics; marketing outcomes *_Corresponding authors. E-mail addresses: oanaculache@gmail.com; rares.obada@gmail.com_© 2014 The Authors. Published_by Elsevier_Ltd. This is an open_access article under_the CC_BY-NC-ND license (http://creativecommons.org/licenses/by-nc-nd/3.0/)._Selection and peer-review under responsibility of_the Organizing Committee_of LUMEN 2014. 262 Oana Culache_and_Daniel Rareș Obadă_/_Procedia_Social and_Behavioral Sciences 149_(_2014 )_261_– 268 1. Introduction The expansion_of_the online environment has led to an_increasing interest on the_part_of researchers and practitioners_in investigating the personal experience_of website users. According to the_study World_Internet Usage_and Population Statistics (2012) retrieved from Internet World Stats, an international_website that features up-to-date world Internet_Usage, Population Statistics, Travel_Stats and_Internet_Markets, the Internet_penetration_rate for_June 30, 2012 was to 34.3% of_the world's_population, meaning 2,405,518,376 users. Considering the_growth of online markets,_it_has become extremely important for brand_managers to address their message to_online customers, and to provide_them_with_compelling experiences. The purpose of_a brand website is to create_a positive brand_experience for customers. This type of site_differs_from e-commerce sites due to its_main_function which is to inform the_customers_and_build the brand, rather than_to facilitate online transactions. In this_context, it is extremely important for marketers and semioticians_to understand online_customer behaviour and factors that_influence_a_compelling experience when surfing a brand website. In the last_few years,_the flow construct_proposed by Csikszentmihalyi (1975) and applied in computer mediated environments