Effectiveness of Metaphorical Communication in Government Campaign on Digitization

IF 2.5 Q3 BUSINESS

FIIB Business Review Pub Date : 2023-04-17 DOI:10.1177/23197145231166746

Anjuman Antil, N. Saini, Sanjeewani Sehgal, Shalini Aggarwal, Umer Shahzad

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Abstract

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.

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隐喻传播在政府数字化运动中的有效性

本研究旨在探讨说服性隐喻传播对公民对数字服务的态度、依恋和采用的影响，基于政府的标志和标语，以促进数字化。运用效果层次模型确定数字化活动中隐喻传播的有效性。结构方程模型对301名印度公民的样本进行了分析。结果表明，效应层次法得到了数据的支持。情感依恋对市民对活动的态度和采用服务的意向有中介作用。性别的调节作用也很显著。此外，我们发现专业人士比学生更参与隐喻活动。因此，决策者可以考虑在宣传福利计划的策略中更多地使用隐喻，并将其作为宣传社会和经济相关信息的工具。本文对说服性沟通在新兴经济体政府活动中的有效性做出了贡献。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

FIIB Business Review Multiple-

CiteScore

5.40

自引率

11.50%

发文量