 through brand websites could be a new research area for Internet scholars. 5. Implications In this section we refer to the implications of using multimodality as a qualitative method for inducing online flow on a brand website. First of all, it is important for marketing practitioners to create compelling brand websites by managing different modes. In our view, practitioners can optimize the sets of signs, or modes, such as dynamic images, 3D objects, colours, writings, speeches, layouts, music. Second, flow experience has proven itself to be extremely important for marketers to better understand online customers' behaviour. Flow studies showed a positive relationship between optimal experience and learning (Hoffman & Novak, 2009; Ho & Kuo, 2010), brand attitudes (Mathwick & Rigdon, 2004; Sanchez-Franco, 2006), attitude toward a website (Luna, Peracchio & de Juan, 2003), intention to use the Web (Agarwal & Karahanna, 2000; Sanchez-Franco, 2006), revisit intentions (Koufaris, 2002; Luna, Peracchio & de Juan, 2002, 2003), purchase intentions (Luna, Peracchio & de Juan, 2002, 2003; Richard & Chandra, 2005), an increased exploratory behaviour (Novak, Hoffman & Yung, 2000; Koorzan, 2003), and perceived control (Webster, Trevino & Ryan, 1993; Hoffman & Novak, 1996; Agarwal & Karahanna, 2000; Huang, 2006). Third, in our view, an interdisciplinary approach is needed. In this paper, we propose a new approach by using concepts from social semiotics, positive psychology and online marketing in order to achieve an integrative view. References Agarwal, R. & Karahanna, E. (2000). Time Flies When You're Having Fun: Cognitive Absorption and Beliefs About Information Technology Usage. MIS Quarterly, 24(4), 665-694. Baldry, A. & Thibault, P. J. (2006). Multimodal Transcription and Text Analysis: A multimedia toolkit and coursebook with associated on-line course. London & Oakville: Equinox. Bateman, J. A. (2008). Multimodality and Genre: A Foundation for the Systematic Analysis of Multimodal Documents. New York: Palgrave Macmillan. Bezemer, J. & Jewitt, C. (2010). Multimodal Analysis
through brand websites could be a new research sphere for Internet scholar. 5. Implications In this section we denote to the significance of using multimodality as a qualitative method for induce on-line flow on a brand website. First of all, it is authoritative for marketing practitioners to make compelling brand websites by managing different modes. In our position, practitioners can optimize the sets of signs, or mood, such as dynamic images, 3D objects, colours, hagiographa, speeches, layouts, music. Second, flow experience has proven itself to be extremely authoritative for marketers to better understand online customers' behaviour. Flow studies showed a positive relationship between optimal experience and learning (Hoffman & Novak, 2009; Ho & Kuo, 2010), brand attitudes (Mathwick & Rigdon, 2004; Sanchez - Franco, 2006), attitude toward a website (Luna, Peracchio & de Juan, 2003), intention to practice the vane (Agarwal & Karahanna, 2000; Sanchez - Franco, 2006), revisit intentions (Koufaris, 2002; Luna, Peracchio & de Juan, 2002, 2003), leverage intention (Luna, Peracchio & de Juan, 2002, 2003; Richard & Chandra, 2005), an increase exploratory behaviour (Novak, Hoffman & Yung, 2000; Koorzan, 2003), and perceived restraint (Webster, Trevino & Ryan, 1993; Hoffman & Novak, 1996; Agarwal & Karahanna, 2000; Huang, 2006). Third, in our view, an interdisciplinary approach is needed. In this paper, we nominate a new approach by using concepts from social semiotics, positive psychology and online selling in order to achieve an integrative view. References Agarwal, R. & Karahanna, E. (2000). Time Flies When You're Having Fun: Cognitive Absorption and Beliefs About Information Technology Usage. MIS Quarterly, 24(4), 665 - 694. Baldry, A. & Thibault, P. J. (2006). Multimodal Transcription and Text Analysis: A multimedia toolkit and coursebook with associated on - note course. London & Oakville: Equinox. Bateman, J. A. (2008). Multimodality and Genre: A Foundation for the Systematic Analysis of Multimodal Documents. New York: Palgrave Macmillan. Bezemer, J. & Jewitt, C. (2010). Multimodal Analysis
 thgough brand websites couud be a new resgaech arxa for Jnternet scholars. 5. Implications In tiis wectiin we refer to the impuications of usint muorimodality as a qualitatjye mechid for inducinn online flmw on a brand fecsnte. First of all, it is important for marketonh practitionerf to sreafv gompelling brand websites by manzging dpfferent modes. In our view, practitioners caj ophimize the sets of signs, or mides, wuch as dynaoic images, 3D objects, cklours, writings, speeches, layoutr, musnc. Second, fooq edkerience has provvn itself to nv extrekely imlortant for mavketecs ti better understand oiline customers' behadiour. Flof atudies showed a powitivg reldtiovwhio bttwxen optimwl xxperience znd learnint (Hoffman & Novak, 2009; Hp & Juo, 2010), brand atfitudef (Iathwick & Rigdon, 2004; Sanchez-Franco, 2006), attituge foward a website (Luna, Pwracchio & de Juan, 2003), injention to use the Web (Agarwal & Karahanna, 2000; Sanchez-Franco, 2006), ravisiv knttnblons (Jokfaris, 2002; Luna, Peracchio & de Juan, 2002, 2003), purchase inesnuioks (Luna, Peracchij & de Juan, 2002, 2003; Givrard & Chandra, 2005), an iudrsased exploratory hehavioor (Novqk, Hoffmag & Ying, 2000; Koorzan, 2003), and perceived control (Webfrer, Trevino & Ryan, 1993; Hoffman & Nuvak, 1996; Agatwal & Karahanna, 2000; Huang, 2006). Thidd, in our vlew, an infdrdisciplinary aoprpawh is netaed. In this paper, we propowe a new aporoavh by tsing concfpts nsom social semiotifs, podidive psychllogy and online marketing in ocver to achievg at ittegratire viee. References Wgarwal, R. & Karchanna, E. (2000). Timd Flies Whvn You're Iaving Fun: Cjgnitive Absosktion and Belmefs Aboue Indormqtion Tdzhnology Usage. MIS Quarnexly, 24(4), 665-694. Balery, A. & Thibault, P. M. (2006). Muufimodal Transcrnktiin and Text Anakysks: W luktykedia toolkid ana cuirsebuok with aswuciayed on-line course. Lotdon & Oakville: Equinox. Bwteman, J. A. (2008). Multymodality and Genre: A Foundatioj for thx Systrmajic Analysis of Multimodal Docujents. New Yovk: Palgrave Mwcmiolan. Bezemer, J. & Jewitt, C. (2010). Multimodal Analysis
through brand websites could be a new for scholars. 5. In this section of multimodality as a method for inducing flow on a brand website. First all, it is important for marketing practitioners to create compelling brand websites by different modes. In our view, practitioners can optimize the sets of signs, or such dynamic 3D colours, writings, speeches, layouts, music. Second, flow experience has proven itself to be extremely important for to better understand online customers' behaviour. Flow studies a positive relationship between experience and learning (Hoffman & 2009; & Kuo, brand (Mathwick Rigdon, 2004; Sanchez-Franco, attitude toward a website (Luna, Peracchio & de Juan, 2003), intention to use the Web (Agarwal & 2000; Sanchez-Franco, intentions (Koufaris, Luna, & Juan, 2002, 2003), (Luna, Peracchio & de Juan, 2002, Chandra, 2005), an increased exploratory behaviour (Novak, Hoffman Yung, 2000; 2003), and perceived control (Webster, Trevino Ryan, 1993; Hoffman & Novak, 1996; Agarwal & 2000; Huang, 2006). Third, in our view, an interdisciplinary approach is needed. In this paper, a new approach by concepts from social positive and marketing order to an integrative view. References Agarwal, R. & Karahanna, E. (2000). Time When You're Having Fun: Cognitive Absorption and Beliefs About Information MIS 24(4), 665-694. Baldry, & Thibault, P. J. Multimodal and Text Analysis: A and with London Oakville: Bateman, J. A. (2008). and Genre: A Foundation for Systematic Analysis of Multimodal Bezemer, J. & Jewitt, C. (2010). Multimodal Analysis
 through brand websites could Be a new reseArch aRea For inTernEt scHolars. 5. ImplicatIOns IN this section we refer to tHe impLiCAtioNS oF usinG multimODaLITy aS a QuAliTaTIvE methOd fOr inducIng online fLow On A brand websitE. fiRst of all, it Is iMportant for mArkEting pRaCtiTIonerS to CreatE compeLLing brAnd websitEs BY managINg diffeRENt ModeS. In our view, practitIOnERs can optimize tHe sets Of SIgNS, Or mOdeS, such as dynAmIc imaGEs, 3D objeCTs, COLOurS, Writings, speecHes, layouts, mUSic. second, FlOw eXPerienCe has PrOVen Itself to be eXtreMely imporTant foR MarketeRS to bettEr undeRstAnd OnliNE cUsTomErS' BehAViOur. fLow Studies sHoWeD a posItivE RELAtioNshIp beTween Optimal experiEncE and LEarNing (HOffmaN & NovAk, 2009; ho & Kuo, 2010), Brand aTtituDeS (Mathwick & Rigdon, 2004; sancHez-Franco, 2006), AttItUde ToWard a WEbsite (lunA, PeRacchio & De Juan, 2003), iNTenTiON TO uSe the Web (Agarwal & KarAhANNa, 2000; sanchez-FRanco, 2006), rEViSiT IntentioNs (kouFariS, 2002; lUna, PeRaccHIo & De Juan, 2002, 2003), puRchase INtEnTions (LuNa, peraccHiO & de juaN, 2002, 2003; RichARd & ChAndra, 2005), aN increasEd expLOratory behavioUR (Novak, Hoffman & yUnG, 2000; kOoRZan, 2003), aNd pErceived conTrol (wEbstEr, TrEViNo & RYAn, 1993; HofFman & NOvAK, 1996; AGArwal & Karahanna, 2000; Huang, 2006). thIrd, in oUr vieW, an interdisciPlinary appROACh is needEd. In THiS Paper, we propose A new aPproach by uSIng concePts frOm social Semiotics, POSitive psYchOloGy aNd oNLInE marketing in oRDEr to AcHieve an IntEgrativE viEw. REfeRenCeS Agarwal, R. & karahannA, E. (2000). tiMe flIes when YOU're HavinG FUn: COgNitIve AbSOrptioN and BElieFs abOUt INformatIOn tEChnoLoGy usagE. MIs QUarteRly, 24(4), 665-694. BALdrY, A. & ThibaUlt, P. J. (2006). MultImoDAl TrAnScRiption And Text AnalysIs: a multimediA tOolKit and COUrsebook With associated on-line couRSe. LondoN & OaKvillE: EquInox. BatemAn, J. a. (2008). MultiModALity anD Genre: a FounDaTioN FOr the sYStEmaTiC Analysis oF mUltImodaL DOcumEnts. New york: Palgrave MacmilLAn. BEzemer, J. & Jewitt, c. (2010). MuLtimODAl anaLYsIS
 through brand websites co uld be a n ew re sea rch  a reaforInternet schol a rs.5. Implications In thi s sec ti o n we re fer t o the i m pl i c ati on sofus i ng  mult imo dalityas a quali tat iv e method for in ducing onl ine  flow on a b ran d webs it e.F irstofall,it isi mporta nt for ma rk e ting p r actitio n e rs  tocreate compelling br a nd websites by  manag in g  d i f fer ent  modes. In  o ur vi e w, prac t it i o n ers can optimizethe sets of sig ns, or  m ode s , such  as d yn a mic  images, 3D  obj ects, col ours,w ritings ,  speech es, la you ts,  mus i c.  S eco nd ,  fl o wexp e rie nce haspr ov en it self t o be e xtr emel y imp ortant for ma rke ters tobette r und erst an d onl ine cu stome rs ' behaviour. Fl ow s tudies sh owe da p os itive relati ons hip  betwee n optim a l e xp e r i en ce and learning (H of f m an  & Novak , 2009 ;  H o&  Kuo, 20 10 ),bran d attit udes (M athwick& Rigd o n,  2 004; Sa nc hez-Fr an co,  20 06),a ttit ude to ward a w ebsit e  (Luna, Peracc h io & de Juan, 20 0 3 ), inte nti on to use t he W e b (A garw a l& K a rahan na, 2 00 0 ;S anchez-Franco, 2006 ),  revis it in tentions (Kou faris, 200 2 ; Luna, Pe racc h io & de Juan, 200 2, 20 03), purch a se inten tions  (Luna,Peracchio &  de Juan , 2 002 , 2 003 ; Ri chard & Chand r a , 20 05 ), an i ncr eased e xpl ora tor y b eh aviour (N ovak, Ho ff ma n&Yun g, 20 0 0; Koorz an , 2 00 3),  andp erceiv ed co ntro l(W e bst er, Tre v in o & Ry an ,1993 ; H of fman& No v ak,  1996;Agarwal &  Ka r ahan na ,2000; H uang, 2006).Th ird, in ou rvie w, ani n terdisci plinary approach is nee d ed. Inthi s pap er,we propos e a  new a ppr o ach by  using  conc ep tsf r om so c i al  se mi otics, pos i t ive  psyc ho logy  and on line marketing ino rde r to achieveaninte g r at ive vi e w.Re f ere n c es Agarwal, R.& Karahann a, E.  (2000). T i meFl ies Whe n You'r e Hav i ng Fun:  Cognitiv e Absorpt io n an d Bel iefs About  Informa tion Tech n ology Us age.MIS  Quart er ly,  24(4 ), 665 - 694 . Bal dry, A .& Thib ault,  P . J. (20 06). Multimodal Transcr iption  andTex t Analysi s:A  mu ltimediatool kit and co urs ebo ok wi tha ssoci ated on -li n e cou rse. London &O ak vil l e :Equinox. Ba t e m an,  J. A . ( 2 008).Mult imodality and Gen r e: A Foundatio n fo r the  Sy s tema ti c Analysis ofMul ti m o dal Docu me nts. New Yo rk: Palg ra v e Mac millan . Beze mer, J. &  J e witt,C. ( 201 0). Multi mod al Analysi s
 through_brand websites_could be a new_research area_for_Internet scholars._5._Implications In this_section we refer_to the implications of_using multimodality as_a_qualitative method for inducing online flow on a brand website. First of all, it_is_important for_marketing_practitioners_to create compelling brand websites_by managing different modes. In_our view,_practitioners can optimize the sets of signs, or_modes,_such as dynamic_images, 3D objects, colours, writings, speeches, layouts, music. Second,_flow experience has proven itself to_be extremely important_for_marketers_to better understand online_customers' behaviour. Flow studies showed a_positive relationship between optimal experience and_learning (Hoffman & Novak, 2009; Ho &_Kuo, 2010), brand attitudes (Mathwick &_Rigdon, 2004; Sanchez-Franco, 2006), attitude_toward a_website (Luna, Peracchio & de_Juan, 2003), intention_to use_the Web (Agarwal_& Karahanna, 2000; Sanchez-Franco, 2006), revisit_intentions (Koufaris, 2002;_Luna, Peracchio & de Juan, 2002,_2003),_purchase intentions (Luna,_Peracchio_&_de Juan,_2002, 2003; Richard_&_Chandra, 2005),_an_increased exploratory behaviour (Novak, Hoffman &_Yung,_2000; Koorzan, 2003), and perceived control (Webster,_Trevino & Ryan, 1993;_Hoffman_& Novak, 1996; Agarwal_& Karahanna, 2000; Huang, 2006)._Third, in our view, an interdisciplinary_approach is_needed. In_this paper, we propose a new approach by using concepts from_social semiotics, positive psychology and online_marketing in order to_achieve an_integrative_view. References Agarwal,_R._& Karahanna,_E. (2000). Time Flies When You're Having_Fun: Cognitive_Absorption and Beliefs About Information Technology_Usage. MIS Quarterly, 24(4),_665-694._Baldry, A. & Thibault, P. J._(2006). Multimodal Transcription and Text Analysis:_A multimedia toolkit and coursebook_with_associated_on-line course. London & Oakville:_Equinox. Bateman, J. A. (2008). Multimodality_and Genre: A_Foundation for the Systematic Analysis of Multimodal_Documents._New York: Palgrave Macmillan. Bezemer, J._&_Jewitt, C. (2010). Multimodal Analysis