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This paper aims to investigate the effect of metaphor “Digital India-Power to Empower” on citizens’ intention to adopt the e-governance while taking citizens’ attitude and emotional attachment with Digital India as mediating variables between citizens’ involvement and intention to adopt e-governance.

After reviewing the extant literature and using the learning from Technology Acceptance Model-Extension (TAME), a conceptual model has been proposed. The model is empirically tested on 224 respondents from India using structural equation modeling technique.

The paper suggested that the metaphoric promotion of E-Governance leads to a higher intention to adopt E-Governance. Metaphoric promotion has a positive influence on citizen involvement with E-Governance, which leads to positive attitude toward E-Governance. This positive attitude leads to citizens’ emotional attachment with E-Governance, which in turn leads to citizens’ positive behavioral intention to adopt E-Governance. In addition, there is a significant difference in attitude toward E-Governance with respect to education level and metro city dwelling, but there is no difference in intention to adopt E-Governance with respect to education and metro city dwelling.

As there is a dearth of research on the usage of metaphor by government and its effect on citizens’ adoption of E-Governance, a conceptual model has been prepared by using learning from metaphor studies majorly in non-government services.

As marketing and metaphors are rarely spoken words in E-Governance research, present study starts the much-needed conversation. In the past, adoption of E-Governance is studied in terms of technology attributes using TAM Model. The present study is first to explore the behavioral impact of E-Governance metaphoric promotion on citizens’ intention to adopt E-Governance based on TAME model. It raises the issue of marketing foundation of E-Governance in mobilizing the citizens’ intention to adopt the E-Governance.