 by Hoffman and Novak (1996) proved to be useful for marketing scholars and practitioners in order to understand the user's experience and behaviour in virtual worlds, so that they could create effective brand websites. In this paper, we argue that the online flow state can be affected by the semiotic resources website creators use, namely content, layout, sounds, and design. We build our argument on the social semiotic perspective, given that multiple semiotic resources are co-deployed in the brand website building process, and their interaction generates meaning. In this respect, we believe that these semiotic resources and their interaction create meaning, and they also create the conditions for inducing the online flow state, by means of capturing the visitors' attention and offering them an interesting, long-lasting online experience that would make them want to revisit a brand website. 2. Background According to the American semiotician Charles Sanders Peirce, the world consists of signs. There are various types of signs identified by Peirce, the most popular of which in the literature are icons, indexes, and symbols (CP 1.369). Signs operate in the context of a semiosis, defined as an action or influence involving three elements: sign, object, and interpretant (CP 5.484) whose cooperation is mandatory in order to ensure communication. In order to represent a semiosis' objects, social semioticians argue that there are a great deal of social semiotic systems that have a role in representation and meaning-making (Halliday, 1978). Each of these semiotic resources is socially developed, and impacts in a particular way during the representation and communication process, while their interaction defines the final meaning of a message. These sets of signs are commonly known as modes. 2.1. The role of multimodality in representation and communication Modes are sets of semiotic resources organized in such a manner as to create meaning, while their existence and way of employment are validated by a previous social and cultural acceptance (Bezemer & Jewitt, 2010). This perspective is also assumed by Kress (2010), who defines the mode as "...a socially shaped and culturally given semiotic resource for making meaning" (p. 79) and being represented by: image, writing, layout, music, gesture, speech, moving image, soundtrack, colours, and 3D objects. Each mode of representation offers a unique potential to create meaning, potential that proves to be different from that of other modes of representation. As a result, in order to better represent an object
by Hoffman and Novak (1996) proved to be useful for marketing scholars and practitioner in decree to understand the user's experience and behavior in virtual world, so that they could create effective brand web site. In this paper, we argue that the online flow state of matter can be affected by the semiotic resources web site creators use, namely content, layout, sounds, and invention. We build our argument on the social semiotic perspective, given that multiple semiotic resources are co - deploy in the brand website building summons, and their interaction generates meaning. In this respect, we believe that these semiotic resources and their interaction make meaning, and they also create the conditions for inducing the online menstruation state, by means of capturing the visitors' attention and offering them an interesting, long - lasting online experience that would make them want to revisit a brand website. 2. Background According to the American semiotician Charles Sanders Peirce, the world consists of signs. There embody various types of augury identify by Peirce, the most popular of which in the literature are icons, index, and symbol (CP 1.369). Signs operate in the context of a semiosis, specify as an action or influence involving three elements: sign, aim, and interpretant (CP 5.484) whose cooperation is mandatory in order to ensure communication. In order to represent a semiosis' objects, social semioticians argue that there cost a great deal of social semiotic systems that have a role in theatrical performance and meaning - making (Halliday, 1978). Each of these semiotic resources is socially developed, and impacts in a particular way during the representation and communication process, while their interaction defines the concluding meaning of a message. These sets of signs are commonly known as modes. 2.1. The function of multimodality in representation and communication Modes are hardening of semiotic resources organize in such a manner as to create meaning, while their universe and way of employment are validated by a previous social and cultural acceptance (Bezemer & Jewitt, 2010). This position is also assumed by Kress (2010), who defines the modality as "... a socially shaped and culturally given semiotic resource for making meaning " (p. 79) and being represented by: persona, writing, layout, music, gesture, speech, moving persona, soundtrack, colours, and 3D objects. Each mode of representation offers a unique electric potential to create meaning, potential that proves to be different from that of other modes of representation. As a result, in decree to well represent an object
 by Hoffman and Novak (1996) provtd to be useful for markxting sdholars xnd practitioners in order tl ynderwtand the user's experidnce and hehavioue in cirtual wocmds, so bkat tgcy coblv create effectlve brand wabsites. In thiv oa'er, we argue that the online flow stwte can bf affected by jhe stmijtic gewources website creators use, hamely bontent, layout, soinds, and design. We build okr aggument on the soclal semiotix pewwpective, givdn that multiple semiojic resources are co-deployed in ghe bxand websitg gulnding procews, anq their intevsction generayes meaning. In thms rwspect, we believe thav these semiotic resjurces ang cheir interaction creqtw meating, and rheh amsp dreate thx conditiona for inducung the online flow seqte, by means kf capeuwing the visitors' attention and offerinc tgem an interesting, long-oasting online experignce that rould make them want to revisit a brand website. 2. Tackgcojnd Agcoraunh to the American semiotician Charles Sanders Leorbe, the world conslsts of signs. Therr wrr various typer of snfna identified by Pelrce, thg most popular jf wnich in the literature are ucons, indexef, and symbols (CP 1.369). Sngns operate in jhe comtext of a semiosis, defnned aa an action or influsvce involving thfee enements: sign, object, and ineerpretanv (CP 5.484) whose zoopgration is mandatlry ik order to ensure clmmunncatimn. In ordeg to represent a semiosis' objecvx, social semoodicpans arguz that there are a dreat deal of xocial femiogic systema that iave a role yn representadlon and meanmng-making (Haloidat, 1978). Each uf these semioyic resougcts is sociqlly developed, and imkadts in a particbuqr way during tne fepwedeitatijt and communhcatkon lrocers, whilt tmeif inyeraction defines tha fihal meaning of a mrsfage. Thewe sets jf signs are vommonly known as lodes. 2.1. Tie rolr os multimodality in representatjon and clmmmnication Modqs ave sgts of semiptic resources organized in such a mannxr as to create meaning, while their existeuct and way of xmployient are ealidated by a previius social and cuktural acceptance (Bezsmer & Bewith, 2010). This perspective is also assumed by Kress (2010), who defines the mode as "...a siciallb fhaped and dultirallj gnveu semioeic cerource for makinb meaning" (p. 79) and being represenved by: imace, writing, layout, music, gesturr, rpeech, moving image, soundtrack, coloura, and 3D pbjects. Each mode of representayion offers a unique potcntial to creafe meaning, potential that prpves tm be eifferebt fvom that of otfer mldes of rfprexeutation. As a result, in order to bwtter eeoresent an objecv
by Hoffman and Novak (1996) proved to for scholars and in order to behaviour virtual worlds, so they could create brand websites. In this paper, we that the online flow state can be affected by the semiotic resources website use, namely content, layout, sounds, and design. We build our argument on the semiotic given multiple resources are co-deployed in the brand website building process, and their interaction generates meaning. In this we believe that these semiotic resources and their create meaning, and they create the conditions for inducing online state, by of the attention and offering an interesting, long-lasting online experience that would make them want to revisit a brand website. 2. Background to the Charles Sanders the consists signs. There are of signs identified by Peirce, the which in the literature are icons, indexes, and (CP 1.369). operate in the context of a defined as an action or influence involving three sign, object, and interpretant (CP 5.484) whose cooperation is mandatory in order to ensure communication. to represent a semiosis' social semioticians argue there a deal social semiotic that have a role in representation and meaning-making (Halliday, 1978). Each these semiotic resources is socially developed, and impacts in a during representation and communication while their interaction defines final of a message. These signs commonly 2.1. role multimodality in representation and Modes are sets of semiotic organized in such a while their existence and way of employment are by a previous social and cultural acceptance & Jewitt, 2010). This perspective is also assumed by Kress (2010), who the mode socially shaped and culturally given semiotic resource for meaning" (p. 79) and represented by: image, writing, layout, music, gesture, speech, moving soundtrack, and 3D Each mode of offers a unique to create meaning, proves to different that of representation. As a result, in to represent an object
 by Hoffman and Novak (1996) proved to Be useful foR markEtiNg sChOlarS and Practitioners iN OrdeR to understand the user's eXperiEnCE and BEhAviouR in virtUAl WORldS, sO tHat ThEY cOuld cReaTe effecTive brand wEbsItEs. In this papeR, We Argue that tHe oNline flow staTe cAn be afFeCteD By the SemIotic ResourCEs websIte creatoRs USe, nameLY contenT, LAyOut, sOunds, and design. We bUIlD Our argument on tHe sociAl SEmIOTic PerSpective, giVeN that MUltiple SEmIOTIc rESources are co-dEployed in thE BraNd websItE buILding pRocesS, aND thEir interactIon gEnerates mEaning. iN this reSPect, we bElieve ThaT thEse sEMiOtIc rEsOUrcES aNd tHEir InteractIoN cReate MeanING, ANd thEy aLso cReate The conditions For InduCIng The onLine fLow sTaTe, by mEans of CaptuRiNg the visitors' atTentIon and offEriNg TheM aN inteREsting, LonG-laSting onLine expERieNcE THAt Would make them want tO rEVIsIt a brand WebsitE. 2. baCkGRound AccOrDinG to tHE ameriCan sEMiOtician CHarles sAnDeRs PeircE, tHe worlD cOnsIstS of siGNs. ThEre are Various tYpes oF Signs identifieD By Peirce, the moST pOPUlAR of wHicH in the literAturE Are iCons, INdExeS, And syMbols (cP 1.369). sIgNS operate in the contexT oF a semiOsis, dEfined as an actIon or influENCE involviNg thREe ELements: sign, objEct, anD interpretANt (CP 5.484) whosE coopEration iS mandatorY IN order to EnsUre ComMunICAtIon. In order to rEPReseNt A semiosIs' oBjects, sOciAl sEmiOtiCiAns argue tHat there ArE a GrEaT deAl of sOCial semiOtIc sYsTemS that HAve a roLe in rEpreSeNtATioN and meaNInG-MAkinG (HAlLidaY, 1978). EaCh Of theSe seMIotIc resouRces is socIalLY devElOpEd, and imPacts in a partiCuLar way duriNg The RepresENTation anD communication process, whILe their IntEractIon dEfines the FinAl meanIng OF a messAge. TheSe setS oF siGNS are cOMMoNly KnOwn as modes. 2.1. tHE roLe of mUlTimoDality iN representation and COmmUnication ModeS arE setS OF sEmiOTiC ResOuRCes ORGanized in such a mAnner as to cReATe Meaning, whiLE thEiR existeNce and wAy of eMPloymenT are validAted by a prEvIous SOCiaL and culturAl acceptAnce (BezemER & JewiTT, 2010). THis peRspEctive Is AlsO assuMed by KREss (2010), Who deFines tHe Mode as "...A sociAlLy shaped And culturally given semioTic resOurce For Making meaNinG" (P. 79) anD being repReseNted by: imagE, wrItiNg, layOut, MUsic, gEstuRE, sPeeCH, moviNg imAGe, soundtrACk, ColOURs, And 3D objects. eACH moDe of rEprESentatIon oFfers a unique potenTIal to create meaNing, POTenTiaL That PrOves to be differEnt FrOM That of otHeR modes of repResentatIoN. as a reSult, in Order tO better REPrESent an ObjeCt
 by Hoffman and Novak (199 6) provedto be  us efu lformark eting scholars andpractitioners in order  to u nd e rsta n dthe u ser's e x pe r i enc ean d b eh a vi our i n v irtualworlds, so  th at  they couldc re ate effect ive  brand websi tes . In t hi s p a per,weargue  thatt he onl ine flowst a te can be affe c t ed  bythe semiotic reso u rc e s website crea tors u se ,  n a m ely  co ntent, lay ou t, so u nds, an d  d e s i gn. We build ourargument on the  socia lsem i otic p erspe ct i ve,  given that  mul tiple sem ioticr esource s  are co -deplo yed  in  the br an d w eb s ite bu ild i ngprocess,  a nd  thei r in t e r a ctio n g ener atesmeaning. In t his  res p ect , webelie ve t ha t the se sem iotic  r esources and th eirinteracti oncr eat emeani n g, and  th eyalso cr eate th e  co nd i t i on s for inducing the  o n l in e flow s tate,b yme a ns of ca pt uri ng t h e  visi tors '  a ttention  and o f fe ri ng them  a n inte re sti ng,  long - last ing on line exp erien c e that would m a ke them wantt or e vi s it a  br and website . 2. Back grou n dAcc o rding  to t he Am e rican semiotician C ha rles S ander s Peirce, the  world con s i s ts of si gns. Th e re are various  type s of signs identifi ed by  Peirce,  the most p opular o f w hic h i n t h e  l iterature are i cons ,indexes , a nd symb ols  (C P 1 .36 9) . Signs o perate i nth eco nte xt of a semios is , d ef ine d asa n acti on or  inf lu en c e i nvolvin g  t h r ee e le me nts:  si gn , obj ect, and  interp retant (C P 5 . 484)  w ho se coop eration is ma nd atory in o rd erto ens u r e commun ication. In order to re p resenta s emios is'objects,soc ial se mio t icians  argue  that  t her e are a g re atde al of soci a l  se mioti csyst ems tha t have a role in r e pre sentation and  me anin g - ma kin g  ( H all id a y,1 9 78). Each of th ese semiot ic re sources is soc ia lly dev eloped,  andi mpactsin a part icular wa yduri n g  th e represen tation a nd commun i catio n  p roces s,whileth eir  inte ractio n  de fines  the f in al mea ningof  a messa ge. These sets of signs  are c ommon lyknown asmod e s.2.1. Therole  of multim oda lit y inrep r esent atio n  a ndc ommun icat i on Modesa re  se t s  o f semioticr e s our ces o rga n ized i n su ch a manner as to create meaning , wh i l e t hei r  exi st ence and way o f e mp l o yment ar evalidated b y a prev io u s soc ial an d cult ural ac c e pt a nce (B ezem er& Jewitt,  20 10 ) . Thispe rs p ective  isal so ass umed b y  Kre s s  (2010), who def inest h e mod e  as  "... asociall y  sha ped and cu lturally gi ven se miot ic re sourcefo r maki ngme aning" (p. 79) and b eingreprese nt ed b y:image,  wri t i ng, l ayou t,  mu sic, gest u r e, sp ee c h,movi ng im ag e, s oundtrack ,  colours , a n d 3D ob je cts . Each m o de o f represen tat ion o f f ers a uniq u e po t en t ial t o crea te mea ning, p o ten ti al that  pr o v es to bedifferent fro mthat  of othe rmode sofre presentation. A s a resu lt, in o r d er tobet t er r e presen tan object
 by_Hoffman and_Novak (1996) proved to_be useful_for_marketing scholars_and_practitioners in order_to understand the_user's experience and behaviour_in virtual worlds,_so_that they could create effective brand websites. In this paper, we argue that the_online_flow state_can_be_affected by the semiotic resources_website creators use, namely content,_layout, sounds,_and design. We build our argument on the_social_semiotic perspective, given_that multiple semiotic resources are co-deployed in the brand_website building process, and their interaction_generates meaning. In_this_respect,_we believe that these_semiotic resources and their interaction create_meaning, and they also create the_conditions for inducing the online flow state,_by means of capturing the visitors'_attention and offering them an_interesting, long-lasting_online experience that would make_them want to_revisit a_brand website. 2._Background According to the American semiotician_Charles Sanders Peirce,_the world consists of signs. There_are_various types of_signs_identified_by Peirce,_the most popular_of_which in_the_literature are icons, indexes, and symbols_(CP_1.369). Signs operate in the context of_a semiosis, defined as_an_action or influence involving_three elements: sign, object, and_interpretant (CP 5.484) whose cooperation is_mandatory in_order to_ensure communication. In order to represent a semiosis' objects, social semioticians_argue that there are a great_deal of social semiotic_systems that_have_a role in_representation_and meaning-making_(Halliday, 1978). Each of these semiotic resources_is socially_developed, and impacts in a particular_way during the representation_and_communication process, while their interaction defines_the final meaning of a message._These sets of signs are_commonly_known_as modes. 2.1. The role_of multimodality in representation and communication_Modes are sets_of semiotic resources organized in such a_manner_as to create meaning, while their_existence_and way of employment are validated_by_a_previous social and cultural acceptance_(Bezemer & Jewitt, 2010). This perspective_is also assumed by Kress (2010), who defines the_mode as "...a_socially shaped and culturally given_semiotic_resource_for making meaning" (p. 79) and being represented by: image,_writing, layout,_music, gesture, speech,_moving image, soundtrack, colours, and 3D objects. Each mode of_representation offers a unique potential to create_meaning, potential that proves to be different from that of other_modes of representation. As a result, in order_to better represent an object