 that marketers and semioticians can manage the second component, artefact, using multimodality as a 265 Oana Culache and Daniel Rareș Obadă / Procedia Social and Behavioral Sciences 149 ( 2014 ) 261 – 268 qualitative/semiotic method. As a result, in the next section, we will examine the way in which multimodality influences online flow on a brand website. 3. The multimodal nature of a brand website and its influence on the flow state Websites are communication instruments that allow their users to control their interaction with a brand in the virtual world. As studies have demonstrated, successful online marketing is strongly influenced by a website's ability to induce a flow state on the part of the visitor (Hoffman & Novak, 1996). Thus, brand owners invest resources in order to create an interesting interface and a relevant content. As we shall argue, these efforts should take into consideration the semiotic multimodality whose affordances may prove to generate the conditions that induce the flow state. As presented above, there are some particular factors that favour the appearance of a flow state. We believe that the multimodal method represented by modes and their organization influences a brand website's potential to generate a visitor's flow experience. In our view, marketers and semioticians can optimize the sets of signs or modes in order to create a compelling experience for brand website users. For example, by managing the sets of signs, marketers can use appealing images, a high quality content, an easy-to-read layout for an aesthetically pleasing brand website, suitable colours and music, moving images, soundtrack, and 3D objects. All these modes or sets of signs can be administered to create an artefact, in our case a brand website, that can induce online flow. First of all, website design has proven to be an important variable for successful brand websites. Huang (2003) considers that website attributes can be designed in order to induce flow. Huang (2003) argues that users see each website as a bundle of attributes with various capacities to satisfy their needs. This means that different modes can be managed to meet users' needs when they surf a brand website while searching for information (goal-oriented behaviour) or for entertainment. Second, ease of use has been proven to affect the visitor's experience (Skadberg & Kimmel, 2004) and refers to the navigational characteristics of a website. By using multimodality, marketers and semioticians can optimize the navigational characteristics of brand websites
that marketers and semioticians can manage the second component, artifact, use multimodality as a 265 Oana Culache and Daniel Rareș Obadă / Procedia Social and Behavioral Sciences 149 (2014) 261 – 268 qualitative / semiotic method. As a result, in the future department, we will examine the way in which multimodality influence online flow on a trade name website. 3. The multimodal nature of a brand web site and its influence on the flow state Websites are communication instruments that allow their drug user to control their interaction with a brand in the virtual world. As studies have demonstrated, successful on-line marketing is strongly influenced by a web site's ability to induce a flow state on the contribution of the visitor (Hoffman & Novak, 1996). Thus, trade name owners invest resources in order to create an interesting interface and a relevant contentedness. As we shall argue, these efforts should take into consideration the semiotic multimodality whose affordances may prove to generate the conditions that induce the flow state. As presented above, there are some particular factors that favour the appearance of a flow state. We believe that the multimodal method represent by modes and their organization charm a brand website's potential to generate a visitor's menstruation experience. In our view, marketers and semioticians can optimize the sets of polarity or modes in order to create a compelling experience for brand website users. For exemplar, by managing the sets of signs, marketers can practice appealing picture, a eminent quality content, an easy - to - understand layout for an aesthetically pleasing brand website, suitable coloring material and music, move images, soundtrack, and 3D objects. All these mood or sets of sign can be administered to make an artefact, in our event a brand web site, that can induce online flow. foremost of all, website design has proven to be an important variable for successful trade name websites. Huang (2003) consider that website attributes can be designed in ordering to induce flow. Huang (2003) argues that users understand each website as a bundle of attributes with various capacities to satisfy their indigence. This means that different modes can be managed to meet users' need when they surfboard a trade name website while searching for information (goal - oriented behaviour) or for entertainment. Second, relief of use has been proven to affect the visitor's experience (Skadberg & Kimmel, 2004) and refer to the navigational characteristics of a website. By using multimodality, marketers and semioticians can optimize the navigational characteristic of brand websites
 thwt marketers and semiotigians can manage the serond cojponent, xrtefact, using multimodality aw a 265 Iana Culache and Danieu Rareș Obwdă / Procwdia Wocial and Behaviovcl Scjcnces 149 ( 2014 ) 261 – 268 qualitajive/semiotic method. As a rasjlc, in the next section, we will examinq the wsy in which multymodsjity pnnluences online flow on a brand sebsite. 3. The multimocal nature of a brand webslte wnd its influence ln the flow staew Websites afe communibction instroments that allow their users to contxol their ibtwrafjion with a urand pn the virtual world. Ds studoes have demonxtreted, successful online macketing is strongly ynfluenceg yy a website's ability ti indoce a flod stxte oi tge parh oh the visitkr (Hoffman & Novak, 1996). Thus, brand pwgvts invest reaourcef yn order to create an interesting interxacs and a relevant contenr. As we shall argue, tjese effowts should take into consideration the semiotic mgltimkaalnbn whuwe affordances may prove to generate the condityknx nhat induce the fjow state. Ax orrfented above, jhere axs aome particular faftors trat fqvour the apprarance of a flow state. We velieve that rhe multimodal metkod represenced by modex and their organizatiou inflhences a brwnd websifd's potential to eenvrata a visiuur's flow experiense. In our viec, marketdrs snd seiioticians can optimize the sets ov sigus or modes in lrder to create a compelling ex'xrience for btang wvbsite uszrs. Fov example, by magaging the setx of siyns, mafketers cah use a'pealing imades, a high qudpity content, an easy-eo-reqd lqyout fuf an aestheticslly pleasing brand website, suitable golouts and music, moviuy umages, soundtravk, xnd 3D oujectf. All these mmdes or xets uf signs cak bd adkinistered to create an zrtefact, in our caxe a brand website, that can indice online flow. Figst oh all, xebsitr dgsign has proven to be an imporfant variwblc for successsul nranq websites. Huang (2003) considers that website attributxs can be designed in oeder to induce flow. Muang (2003) arguex thae users sae each website as a bundle of attribmtes with various capadities to swtisfy their needs. This means that different modes can be managed to meet users' needs when fhey surf a yrand wqbsive while searching for information (goal-oriented bxhaviour) os yor entertainment. Second, ease ow use has beev proven to affect the vjsitor's rxperience (Skadberg & Kimmel, 2004) anc refers to the navigatipnal chaeactedistics of a website. By usinb multnmodaluty, marjetevs and semiotiziams can optilize tke navigational characteristics od brane aebsites
that marketers and semioticians can manage the artefact, multimodality as 265 Oana Culache Procedia and Behavioral Sciences ( 2014 ) – 268 qualitative/semiotic method. As a in the next section, we will examine the way in which multimodality influences flow on a brand website. 3. The multimodal nature of a brand website its on flow Websites are communication instruments that allow their users to control their interaction with a brand in virtual world. As studies have demonstrated, successful online is strongly influenced by website's ability to induce a state the part the (Hoffman Novak, 1996). Thus, owners invest resources in order to create an interesting interface and a relevant content. As we shall these efforts into consideration semiotic whose may prove to conditions that induce the flow state. there are some particular factors that favour the of a state. We believe that the multimodal represented by modes and their organization influences a website's potential to generate a visitor's flow experience. In our view, marketers and semioticians can sets of signs or in order to a experience brand users. For by managing the sets of signs, marketers can use appealing images, high quality content, an easy-to-read layout for an aesthetically pleasing suitable and music, moving soundtrack, and 3D objects. these or sets of signs administered create our a website, that can induce flow. First of all, website has proven to be brand websites. Huang (2003) considers that website attributes be designed in order to induce flow. (2003) argues that users see each website as a bundle of attributes various capacities their needs. This means that different modes can managed to meet users' when they surf a brand website while searching for (goal-oriented or for Second, ease of has been proven affect the visitor's & Kimmel, and to of a website. By using multimodality, and can optimize the navigational characteristics brand
 that marketers and semioticiAns can manaGe the SecOnd CoMponEnt, aRtefact, using muLTimoDality as a 265 Oana Culache anD DaniEl rAreș oBaDă / ProCedia SoCIaL ANd BEhAvIorAl sCiEnces 149 ( 2014 ) 261 – 268 QuaLitativE/semiotic mEthOd. as a result, in tHE nExt section, We wIll examine thE waY in whiCh MulTImodaLitY inflUences ONline fLow on a braNd WEbsite. 3. tHe multiMODaL natUre of a brand websitE AnD Its influence on The floW sTAtE wEbsIteS are communIcAtion INstrumeNTs THAT alLOw their users tO control theIR inTeractIoN wiTH a branD in thE vIRtuAl world. As stUdieS have demoNstratED, succesSFul onliNe markEtiNg iS strONgLy InfLuENceD By A weBSitE's abilitY tO iNduce A floW STATe on The Part Of the Visitor (HoffmaN & NoVak, 1996). THUs, bRand oWners InveSt ResouRces in Order To Create an interesTing Interface And A rEleVaNt conTEnt. As wE shAll Argue, thEse effoRTs sHoULD TaKe into consideratioN tHE SeMiotic muLtimodALiTy WHose affoRdAncEs maY PRove tO genERaTe the conDitionS ThAt Induce tHe Flow stAtE. As PreSenteD AbovE, there Are some pArticULar factors that FAvour the appeaRAnCE Of A Flow StaTe. We believe That THe muLtimODaL meTHod rePreseNtED bY Modes and their organiZaTion inFluenCes a brand websIte's potentIAL To generaTe a vISiTOr's flow experieNce. In Our view, marKEters and SemioTicians cAn optimizE THe sets of SigNs oR moDes IN OrDer to create a cOMPellInG experiEncE for braNd wEbsIte UseRs. for examplE, by managInG tHe SeTs oF signS, MarketerS cAn uSe AppEalinG Images, A high QualItY cONteNt, an easY-To-REAd laYoUt For aN aeStHeticAlly PLeaSing braNd website, SuiTAble CoLoUrs and mUsic, moving imaGeS, soundtracK, aNd 3D ObjectS. aLl these mOdes or sets of signs can be aDMinisteRed To creAte aN artefact, In oUr case A brANd websIte, thaT can iNdUce ONLine fLOW. FIrsT oF all, websitE DEsiGn has PrOven To be an iMportant variable foR SucCessful brand wEbsItes. hUAnG (2003) coNSiDErs ThAT weBSIte attributes caN be designeD iN OrDer to inducE FloW. HUang (2003) argUes that Users SEe each wEbsite as a Bundle of aTtRibuTES wiTh various cApacitieS to satisfY Their NEeDs. ThiS meAns thaT dIffErent Modes cAN be ManagEd to meEt Users' nEeds wHeN they surF a brand website while searChing fOr infOrmAtion (goal-OriENteD behaviouR) or fOr entertaiNmeNt. SEcond, EasE Of use Has bEEn ProVEn to aFfecT The visitoR'S eXpeRIEnCe (Skadberg & KIMMEl, 2004) aNd refErs TO the naVigaTional characterisTIcs of a website. BY usiNG MulTimODaliTy, Marketers and seMioTiCIAns can opTiMize the naviGational ChARacteRisticS of braNd websiTES
 that marketers and semiot icians can  mana gethe  s econ d co mponent, artef a ct,using multimodality as  a 26 5O anaC ul acheand Dan i el R are șOb adă  / Pr ocedi a S ocial a nd Behavio ral  S ciences 149(  2 014 ) 261– 2 68 qualitati ve/ semiot ic  me t hod.Asa res ult, i n  the n ext secti on ,  we wi l l exami n e  t he w ay in which multi m od a lity influence s onli ne fl o w  on  abrand webs it e. 3. The mul t im o d a l n a ture of a bra nd websitea ndits in fl uen c e on t he fl ow sta te Websites  are  communic ationi nstrume n ts that  allow  th eir  use r sto  co nt r olt he iri nte ractionwi th  a br andi n t he v irt ualworld . As studieshav e de m ons trate d, su cces sf ul on line m arket in g is strongly i nflu enced bya w eb sit e' s abi l ity to  in duc e a flo w state onth e p ar t of the visitor ( Ho f f ma n & Nova k, 199 6 ).  T h us, bran down ersi n vestreso u rc es in or der to cr ea te an i nt eresti ng  in ter facea nd a  relev ant cont ent.A s we shall arg u e, these effo r ts s ho u ld t ake  into consi dera t ionthes em iot i c mul timod al i ty whose affordances m ay  prove  to g enerate the c onditionst h a t induce  the fl o w state. As pr esent ed above,t here are  some  particu lar facto r s  that fa vou r t heapp e a ra nce of a flow s tate .We beli eve  that t hemul tim oda lmethod re presente dby  m od esand t h eir orga ni zat io n i nflue n ces abrand  web si te ' s p otentia l  t o gene ra te  a v isi to r's f lowe xpe rience.  In our v iew ,  mar ke te rs andsemioticiansca n optimize  t hesets o f signs or  modes in order to crea t e a com pel lingexpe rience fo r b rand w ebs i te use rs. Fo r exa mp le, b y man a g in g t he  sets of s i g ns,  mark et erscan use  appealing images, a h igh quality c ont ent, a neas y -t o -re ad lay o u t for an aesthe tically pl ea s in g brand we b sit e,  suitab le colo urs a n d music , movingimages, s ou ndtr a c k,and 3D obj ects. Al l these m o des o r  s ets o f s igns c an  be  admi nister e d t o cre ate an  a rtefac t, in  o ur casea brand website, that c an ind uce o nli ne flow.Fir s t o f all, we bsit e design h aspro ven t o b e  an i mpor t an t v a riabl e fo r  successf u lbra n d  w ebsites. Hu a n g  (2 003)con s idersthat  website attribut e s can be desig nedi n  or der to i nd uce flow. Huan g ( 20 0 3 ) argues  t hat users s ee eachwe b siteas a b undleof attr i b ut e s with  var iou s capacit ies  t o  satisf yth e ir nee ds.Th is mea ns tha t  dif f e rent modes can b e man a g ed to mee t use rs ' needs when  they surf  a brand we bsitewhil e sea rchingfo r info rma ti on (goal-o r iented be havio ur) orfo r en ter tainme nt.S e cond,  eas eofuse has b e e np ro ve n  to  aff ect t he  vis itor's ex p erience(Sk a dberg &  K imm e l , 2004 )  a n d  refers to  th e nav i g ational ch a ract e ri s ticsof a w ebsite . By us i ngmu ltimoda lit y ,  marketer s and sem i oti ci anscan opti mi ze t he  na vi gational charac teristic s of bra n d  websi tes 
 that_marketers and_semioticians can manage the_second component,_artefact,_using multimodality_as_a 265 Oana_Culache and Daniel_Rareș Obadă / Procedia_Social and Behavioral_Sciences_149 ( 2014 ) 261 – 268 qualitative/semiotic method. As a result, in the_next_section, we_will_examine_the way in which multimodality_influences online flow on a_brand website._3. The multimodal nature of a brand website_and_its influence on_the flow state Websites are communication instruments that allow_their users to control their interaction_with a brand_in_the_virtual world. As studies_have demonstrated, successful online marketing is_strongly influenced by a website's ability_to induce a flow state on the_part of the visitor (Hoffman &_Novak, 1996). Thus, brand owners_invest resources_in order to create an_interesting interface and_a relevant_content. As we_shall argue, these efforts should take_into consideration the_semiotic multimodality whose affordances may prove_to_generate the conditions_that_induce_the flow_state. As presented_above,_there are_some_particular factors that favour the appearance_of_a flow state. We believe that the_multimodal method represented by_modes_and their organization influences_a brand website's potential to_generate a visitor's flow experience. In_our view,_marketers and_semioticians can optimize the sets of signs or modes in order_to create a compelling experience for_brand website users. For_example, by_managing_the sets of_signs,_marketers can_use appealing images, a high quality content,_an easy-to-read_layout for an aesthetically pleasing brand_website, suitable colours and_music,_moving images, soundtrack, and 3D objects._All these modes or sets of_signs can be administered to_create_an_artefact, in our case a_brand website, that can induce online_flow. First of_all, website design has proven to be_an_important variable for successful brand websites._Huang_(2003) considers that website attributes can_be_designed_in order to induce flow._Huang (2003) argues that users see_each website as a bundle of attributes with various_capacities to satisfy_their needs. This means that_different_modes_can be managed to meet users' needs when they surf_a brand_website while searching_for information (goal-oriented behaviour) or for entertainment. Second, ease of_use has been proven to affect the_visitor's experience (Skadberg & Kimmel, 2004) and refers to the navigational_characteristics of a website. By using multimodality, marketers_and semioticians can optimize the navigational characteristics_of brand websites