 with total involvement. Flow experience, or "optimal experience", is a common feeling of deep immersion identified by Csikszentmihalyi (1975, 1990) while interviewing certain professional and amateur dancers, chess players, rock climbers and surgeons. Since 1975, scholars have used the flow construct in different fields such as education, sports, management and marketing. In 1996, Hoffman and Novak used the flow construct in online environments and defined it as the state 264 Oana Culache and Daniel Rareș Obadă / Procedia Social and Behavioral Sciences 149 ( 2014 ) 261 – 268 occurring during network navigation which is: (1) characterized by a seamless sequence of responses facilitated by machine interactivity, (2) intrinsically enjoyable, (3) accompanied by a loss of self-consciousness, and (4) selfreinforcing. Hoffman and Novak (1996) argued that optimal experience, or flow, can have positive marketing outcomes, such as increased perceived behaviour control, positive subjective experience, increased learning and exploratory behaviour. Our literature review of flow studies in offline and online environments revealed that researchers share the same perspective on the conceptual definition of flow as presented by Csikszentmihalyi (1997). However, we identified different models of flow proposed by scholars containing different factors influencing optimal experience. In our study, we will refer to two flow models in order to establish the conceptual framework and to explain how multimodality can be used by marketers and semioticians in order to induce users' online flow, while they surf a brand website. As we have already stated, we consider it important to clarify the flow process stages and the nature of variables included in flow models. First, in order to clarify flow process stages, we invoke the flow model proposed by Chen (2000): Flow antecedents – or conditions of flow experience (e.g.: clear goals, immediate feedback, potential control, and merging of action and awareness); Flow experience – symptoms (e.g.: concentration, telepresence, time distortion, and loss of selfconsciousness); Flow consequences – flow outcomes (e.g.: positive affect and autotelic experience). Chen's model is important when it comes to clarifying the flow phenomenon and its stages, because there are some discrepancies in the literature regarding the variables proposed to be flow antecedents, flow experience symptoms, and flow consequences (Obadă, 2013). However, most researchers agree on the following three stages of the flow process as a flow framework: flow antecedents, flow
with total involvement. Flow experience, or " optimal experience ", is a coarse touch of deep immersion identified by Csikszentmihalyi (1975, 1990) while interview certain professional and amateur dancer, chess player, rock climber and surgeons. Since 1975, scholars have use the flow construct in unlike fields such as education, sports, management and marketing. In 1996, Hoffman and Novak used the flow construct in on-line environments and defined it as the state 264 Oana Culache and Daniel Rareș Obadă / Procedia Social and Behavioral Sciences 149 (2014) 261 – 268 occur during network navigation which is: (1) characterized by a seamless succession of responses help by machine interactivity, (2) intrinsically enjoyable, (3) accompanied by a loss of self - awareness, and (4) selfreinforcing. Hoffman and Novak (1996) argued that optimal experience, or flow, can have positive marketing outcomes, such as increased perceived behaviour control, positive subjective experience, increased learning and exploratory behaviour. Our literature review of stream studies in offline and online environment reveal that researchers share the same position on the conceptual definition of flow as give by Csikszentmihalyi (1997). However, we identified different model of flow proposed by scholars containing different factors determine optimal experience. In our study, we will refer to two flow model in ordering to establish the conceptual framework and to explain how multimodality can be used by marketers and semioticians in order to induce drug user' online flow, while they surf a brand web site. As we have already stated, we consider it important to clarify the flow process phase and the nature of variables include in flow model. First, in decree to clarify flow process stage, we invoke the stream model project by Chen (2000 ): Flow antecedents – or conditions of flow experience (e.g.: clean goals, immediate feedback, likely control, and merging of action and awareness); Flow experience – symptoms (e.g.: concentration, telepresence, time aberration, and loss of selfconsciousness); Flow consequences – flow outcomes (e.g.: convinced affect and autotelic experience). Chen's exemplar is significant when it comes to clarifying the flow phenomenon and its stages, because there are some discrepancies in the literature see the variables proposed to be flow antecedent, flow experience symptoms, and flow consequences (Obadă, 2013). However, most researchers harmonize on the following three stages of the flow summons as a flow framework: stream antecedents, flow
 wihh total involvement. Flod experience, or "optiman expedience", ir a common feeling of deep ilmwrsiob identified by Csikszdntmihalyp (1975, 1990) while inttrviewing certain professljnal wnd cmeteur dancers, cmess playerv, rock climberv xnb surgeons. Since 1975, scholars have used the flpw construct in qifftregt fjvlbs such as education, sports, manzgement and marketinb. In 1996, Hoffman and Novak usfd tje flow construct ln online ebvirjbments and ddfined it as the state 264 Oana Culache and Daniel Rareș Ubadă / Procedia Woxiap and Behaviiral Fciences 149 ( 2014 ) 261 – 268 occusring diring network kavigetiob which is: (1) charactermzed by a seamless sgquence of rzsponses facilitated vy machhne hntefqctkviuy, (2) ihtrinslcamly enjoyagle, (3) accompqnied by a loss of xejd-consciousnesa, and (4) sqlfreinforcing. Hoffman and Novak (1996) argueg tgat optimal experience, ir flow, can have posijive markeeing outcomes, such as increased perceived behaviogr coitfol, pjrutlve subjective experience, increased learning whd eqploratory behavijur. Our litrrwtite review of fuow stbsiss in offline and lnline gnvirobments redealrd that researchers share tye same persiectuve on the conceptbal definitiun og floe as presented by Csiksventmigalyi (1997). Howeger, we idsvtified differeng mpdals of flow proposed by scrolars coitainnng diffdrenj factows influenfing optimal experience. Ln out studf, we will gefer to two flow models in ordxc to establisn dhe conceptbal frsmework and tj explain how kultimobality can be usvd by marneters and femioticians hj order to iiduce usews' oblinw flow, dfile they surf a brand ctbsite. As qe have already steted, se consider it nokoetant to clarigy ghe fpox prosass stages atd tfe vsture of variablcs knclided in flow models. Xirsf, in order to clarofn flow pricess stwges, we invokr the flow model pgoposxd by Rhen (2000): Glor antecedents – or conditions or flow exoerlence (e.g.: cleaw goqls, immediatz feedback, potential control, and merging of action and awaeeness); Flow experieuct – symptoms (e.j.: concqntration, telepresence, time dustortion, and losx of selfconsciousnesa); Flow consfquences – flow outcomes (e.g.: positive affect and autotelic experience). Chen's model is importanf whrn it cjkes to clacihying the flow phvnomenon and its stages, because vhere are voie discrepancies in the litetagure regardine the variables proposed to be fkow antecedents, flow experience symptoms, and flow conseauences (Ibadă, 2013). Howevvt, must researchers agtee on the dollowibg tmree stages of thr nlow proceds ax c flow framework: flow antecedents, flow
with total involvement. Flow experience, or "optimal a feeling of immersion identified by certain and amateur dancers, players, rock climbers surgeons. Since 1975, scholars have used flow construct in different fields such as education, sports, management and marketing. In Hoffman and Novak used the flow construct in online environments and defined it the 264 Culache Daniel Rareș Obadă / Procedia Social and Behavioral Sciences 149 ( 2014 ) 261 – 268 during network navigation which is: (1) characterized by seamless sequence of responses by machine interactivity, (2) intrinsically (3) by a of and selfreinforcing. Hoffman and (1996) argued that optimal experience, or flow, can have positive marketing outcomes, such as increased perceived behaviour positive subjective learning and behaviour. literature of flow studies and online environments revealed that researchers perspective on the conceptual definition of flow as by Csikszentmihalyi However, we identified different models of proposed by scholars containing different factors influencing optimal In our study, we will refer to two flow models in order to establish the and to explain how can be used marketers semioticians order induce users' flow, while they surf a brand website. As we have already we consider it important to clarify the flow process stages nature variables included in models. First, in order clarify process stages, we invoke model by antecedents or of flow experience (e.g.: goals, immediate feedback, potential control, merging of action and (e.g.: concentration, telepresence, time distortion, and loss of Flow consequences – flow outcomes (e.g.: positive and autotelic experience). Chen's model is important when it comes to clarifying flow phenomenon stages, because there are some discrepancies in the regarding the variables proposed be flow antecedents, flow experience symptoms, and flow consequences 2013). most researchers on the following stages of the process as a flow antecedents,
 with total involvement. Flow eXperience, oR "optiMal ExpErIencE", is a Common feeling oF Deep Immersion identified by CSikszEnTMihaLYi (1975, 1990) While InterviEWiNG CerTaIn ProFeSSiOnal aNd aMateur dAncers, chesS plAyErs, rock climbERs And surgeonS. SiNce 1975, scholars hAve Used thE fLow COnstrUct In difFerent FIelds sUch as educAtIOn, sporTS, manageMENt And mArketing. In 1996, Hoffman ANd nOvak used the floW constRuCT iN ONliNe eNvironmentS aNd defINed it as THe STATe 264 OANa Culache and DAniel Rareș OBAdă / procedIa socIAl and BEhaviOrAL ScIences 149 ( 2014 ) 261 – 268 occurRing During netWork naVIgation WHich is: (1) cHaractEriZed By a sEAmLeSs sEqUEncE Of ResPOnsEs faciliTaTeD by maChinE INTEracTivIty, (2) iNtrinSically enjoyaBle, (3) AccoMPanIed by A loss Of seLf-ConscIousneSs, and (4) SeLfreinforcing. HoFfmaN and Novak (1996) ArgUeD thAt OptimAL experIenCe, oR flow, caN have poSItiVe MARKeTing outcomes, such as InCREaSed perceIved beHAvIoUR control, PoSitIve sUBJectiVe exPErIence, incReased LEaRnIng and eXpLoratoRy BehAviOur. OuR LiteRature Review of Flow sTUdies in offline ANd online envirONmENTs REveaLed That researcHers SHare The sAMe PerSPectiVe on tHe COnCEptual definition of fLoW as preSenteD by CsikszentmIhalyi (1997). HoweVER, We identiFied DIfFErent models of fLow prOposed by scHOlars conTainiNg differEnt factorS INfluenciNg oPtiMal ExpERIeNce. In our study, WE Will ReFer to twO flOw modelS in OrdEr tO esTaBlish the cOnceptuaL fRaMeWoRk aNd to eXPlain how MuLtiMoDalIty caN Be used By marKeteRs AnD SemIoticiaNS iN ORder To InDuce UseRs' OnlinE floW, WhiLe they sUrf a brand WebSIte. AS wE hAve alreAdy stated, we coNsIder it impoRtAnt To clarIFY the flow Process stages and the natuRE of variAblEs incLudeD in flow moDelS. First, In oRDer to cLarify Flow pRoCesS STages, WE InVokE tHe flow modeL PRopOsed bY CHen (2000): FLow anteCedents – or conditionS Of fLow experience (E.g.: cLear GOAlS, imMEdIAte FeEDbaCK, Potential controL, and merginG oF AcTion and awaREneSs); flow expErience – SymptOMs (e.g.: conCentratioN, telepresEnCe, tiME DisTortion, and Loss of seLfconscioUSness); fLoW consEquEnces – fLoW ouTcomeS (e.g.: posITivE affeCt and aUtOtelic ExperIeNce). Chen's Model is important when it cOmes to ClariFyiNg the flow PheNOmeNon and its StagEs, because tHerE arE some DisCRepanCies IN tHe lITeratUre rEGarding thE VaRiaBLEs Proposed to bE FLOw aNteceDenTS, flow eXperIence symptoms, and fLOw consequences (obadĂ, 2013). hOweVer, MOst rEsEarchers agree oN thE fOLLowing thReE stages of thE flow proCeSS as a fLow fraMework: Flow antECEdENts, floW
 with total involvement. F low experi ence,  or  "o pt imal  exp erience", is a comm on feeling of deep imm ersio ni dent i fi ed by  Csiksz e nt m i hal yi  ( 197 5, 19 90) w hil e inter viewing ce rta in  professiona l  a nd amateur  da ncers, chess  pl ayers,  r ock climb ers  andsurgeo n s. Sin ce 1975,sc h olarsh ave use d th e fl ow construct in d i ff e rent fields su ch ased u ca t i on,  sp orts, mana ge menta nd mark e ti n g .  In 1996, Hoffman  and Novaku sed  the f lo w c o nstruc t inon l ine  environmen ts a nd define d it a s  the st a te 264Oana C ula che  and Da ni elRa r eșO ba dă/  Pr ocedia S oc ia l and  Beh a v i o ralSci ence s 149  ( 2014 ) 261  –268o ccu rring  duri ng n et worknaviga tionwh ich is: (1) cha ract erized by  ase aml es s seq u ence o f r esp onses f acilita t edby m a ch ine interactivity,  ( 2 )  i ntrinsic ally e n jo ya b le, (3)ac com pani e d  by a  los s  o f self-c onscio u sn es s, and(4 ) self re inf orc ing.H offm an and  Novak ( 1996) argued that op t imal experien c e, o rf low,  ca n have posi tive mark etin g  o utc o mes,suchas in c reased perceived be ha viourcontr ol, positivesubjective e x perience , in c re a sed learning a nd ex ploratoryb ehaviour . Our  literat ure revie w of flowstu die s i n o f f li ne and online e nvir on ments r eve aled th atres ear che rs  share th e same p er sp ec ti veon th e  concept ua l d ef ini tiono f flow  as p rese nt ed byCsiksze n tm i h alyi  ( 19 97).  Ho we ver,we i d ent ified d ifferentmod e ls o ffl ow prop osed by schol ar s containi ng  di fferen t factorsinfluencing optimal exp e rience.  In  ourstud y, we wil l r efer t o t w o flow  model s inor der t o est a b li shth e conceptu a l  fr amewo rk  and  to exp lain how multimoda l ity  can be usedbymark e t er s a n ds emi ot i cia n s  in order to in duce users 'o nl ine flow,w hil ethey su rf a br and w e bsite.As we hav e already  s tate d ,  we  considerit impor tant to c l arify th e flo w p rocess  s tag es an d then atu re of  varia bl es inc luded  i n flow m odels. First, in orderto cla rifyflo w process  st a ges , we invo ke t he flow mo del  pr opose d b y  Chen  (20 0 0) : F l ow an tece d ents – or co ndi t i on s of flow e x p e rie nce ( e.g . : clea r go als, immediate fe e dback, potenti al c o n tro l,a nd m er ging of action  an da w areness) ;Flow experi ence – s ym p toms(e.g.:  conce ntratio n ,  t e lepres ence , t ime disto rti on ,  and lo ss  o f  selfc onsc io usness ); Flo w  con s e quences – flow o utcom e s  (e.g . : p ositi ve  affect andautotelicexperience) . Chen 's m odelis impo rt ant wh enit  comes toc larifying  theflow ph en omen onand it s st a g es, b ecau se  th ere are s o m ed is cr e pan cies  in t he  lit erature r e gardingthe variabl es  pr o p osed t o  b e flow antec ede nts,f l ow experie n ce s y mp t oms,and fl ow con sequenc e s ( Ob adă, 20 13) . However,most rese a rch er s ag ree on t he  fol lo win gthree stages of  the flo w proces s as a f low fram e work:fl ow anteceden ts, f lo w 
 with_total involvement._Flow experience, or "optimal_experience", is_a_common feeling_of_deep immersion identified_by Csikszentmihalyi (1975,_1990) while interviewing certain_professional and amateur_dancers,_chess players, rock climbers and surgeons. Since 1975, scholars have used the flow construct_in_different fields_such_as_education, sports, management and marketing._In 1996, Hoffman and Novak_used the_flow construct in online environments and defined it_as_the state 264_Oana Culache and Daniel Rareș Obadă / Procedia Social_and Behavioral Sciences 149 ( 2014_) 261 –_268_occurring_during network navigation which_is: (1) characterized by a seamless_sequence of responses facilitated by machine_interactivity, (2) intrinsically enjoyable, (3) accompanied by_a loss of self-consciousness, and (4)_selfreinforcing. Hoffman and Novak (1996)_argued that_optimal experience, or flow, can_have positive marketing_outcomes, such_as increased perceived_behaviour control, positive subjective experience, increased_learning and exploratory_behaviour. Our literature review of flow_studies_in offline and_online_environments_revealed that_researchers share the_same_perspective on_the_conceptual definition of flow as presented_by_Csikszentmihalyi (1997). However, we identified different models_of flow proposed by_scholars_containing different factors influencing_optimal experience. In our study,_we will refer to two flow_models in_order to_establish the conceptual framework and to explain how multimodality can be_used by marketers and semioticians in_order to induce users'_online flow,_while_they surf a_brand_website. As_we have already stated, we consider it_important to_clarify the flow process stages and_the nature of variables_included_in flow models. First, in order_to clarify flow process stages, we_invoke the flow model proposed_by_Chen_(2000): Flow antecedents – or_conditions of flow experience (e.g.: clear_goals, immediate feedback,_potential control, and merging of action and_awareness);_Flow experience – symptoms (e.g.: concentration,_telepresence,_time distortion, and loss of selfconsciousness);_Flow_consequences_– flow outcomes (e.g.: positive_affect and autotelic experience). Chen's model_is important when it comes to clarifying the flow_phenomenon and its_stages, because there are some_discrepancies_in_the literature regarding the variables proposed to be flow antecedents,_flow experience_symptoms, and flow_consequences (Obadă, 2013). However, most researchers agree on the following_three stages of the flow process as_a flow framework: flow antecedents, flow