The Role of Semiotics in Digital Marketing: Study on Consumer Interpretation and Brand Communication

Title

The Role of Semiotics in Digital Marketing: Study on Consumer Interpretation and Brand Communication

Creator

Khaitan, Sarvesh; Singh, Kartikeya

Description

This paper aims to examine the concept of semiotics with an emphasis on the manner in which consumers analyse brand messages through signifying practices. Being the science of meaning, semiotics in central to the formation of perception towards brand image and communication. Given the proliferation of digital communications in many different channels, it is vital for modern marketing to engage with semiotic features. Hence, the present research uses semi structured interviews as its data collection method to explore how consumers assign meaning to visuals and the symbols used to depict them as a means of gaining their attention and securing their attention and loyalty. Research results indicates semiotic assets including picture, iconography, and storyline boost brand familiarity/identity and consumer bond. Culture- sensitive signs enhances perception and ensure that messages passed do not create confusion. These observations present marketers with valuable information useful when developing cultural and interpretational strategies in the market. 2026, IGI Global Scientific Publishing.

Source

Marketing Semiotics Research: Consumption Trends, AI, and the Economics of Experience;pp.75-103

Date

01-01-2025

Publisher

IGI Global

Coverage

Khaitan S., Christ University, Bengaluru, India; Singh K., Christ University, Bengaluru, India

Rights

Restricted Access; Hardcopy may be available in the library

Relation

ISBN: 979-836938026-0; 979-836938024-6;

Format

online

Language

English

Type

Book chapter

Identifier

https://doi.org/10.4018/979-8-3693-8024-6.ch003

https://www.scopus.com/pages/publications/105024834672?origin=resultslist