Effectiveness of metaphorical communication in government campaign on Digitization

Antil, Anjuman, Saini, Neha, Sehgal, Sanjeewani, Aggarwal, Shalini and Shahzad, Umer (2023) Effectiveness of metaphorical communication in government campaign on Digitization. FIIB Business Review. ISSN 2319-7145 (In Press)

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The study aims to investigate the influence of persuasive metaphorical communication on citizens’ attitude, attachment and adoption of digital services based on the government’s logo and tag line in a campaign to promote digitization. The hierarchy of effects model is used to determine the effectiveness of metaphorical communication for the digitization campaign. Structural equation modelling is used on a sample of 301 Indian citizens. The results show that the hierarchy of effects approach is supported by the data. Emotional attachment has a mediating effect on citizens’ attitude towards the campaign and their intention to adopt the services. The moderating effect of gender is also found to be significant. Further, it is seen that professionals are more involved with the metaphorical campaign than students. Therefore, policymakers may consider the greater use of metaphors in their strategy for publicity of welfare schemes and as a tool for propagating socially and economically relevant messages. The paper contributes to the effectiveness of persuasive communication in emerging economies’ government campaigns.

Item Type: Article
Keywords: Digitization | Metaphors | Government Campaign | Emotional Attachment | Intention to Adopt
Subjects: Social Sciences and humanities > Business, Management and Accounting > General Management
JGU School/Centre: Jindal Global Business School
Depositing User: Amees Mohammad
Date Deposited: 01 May 2023 07:10
Last Modified: 01 May 2023 07:10
Official URL: https://doi.org/10.1177/23197145231166746
URI: https://pure.jgu.edu.in/id/eprint/5895


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