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Metaphorical Expressions in E-Commerce: A Study of Arabic Language Websites

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  • Divakaran Liginlal
  • Rizwan Ahmad
  • Robert Meeds
  • Preetha Gopinath

Abstract

This study examines the use of metaphors in Arabic language e-commerce websites and shows that metaphorical language plays an important role in enhancing the effectiveness of websites and e-commerce businesses in general. Arabic text was extracted from 3,065 websites across 22 Arab countries and 10 types of e-commerce domains. More than 14,000 metaphors were annotated in a sample of 1,208 rhetorical clusters (cohesive text units). Metaphor usage was highest in fashion, restaurant, and retail websites, and lowest in e-banking, airline, and tourism websites. Colloquial figurative language was rare—suggesting e-commerce businesses could do more linguistically to localize their websites.

Suggested Citation

  • Divakaran Liginlal & Rizwan Ahmad & Robert Meeds & Preetha Gopinath, 2017. "Metaphorical Expressions in E-Commerce: A Study of Arabic Language Websites," Journal of Global Information Technology Management, Taylor & Francis Journals, vol. 20(2), pages 75-90, April.
    • Handle: RePEc:taf:ugitxx:v:20:y:2017:i:2:p:75-90
    DOI: 10.1080/1097198X.2017.1321354
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    Cited by:

    1. Jian Mou & Gang Ren & Chunxiu Qin & Kerry Kurcz, 2019. "Understanding the topics of export cross-border e-commerce consumers feedback: an LDA approach," Electronic Commerce Research, Springer, vol. 19(4), pages 749-777, December.

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