Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Title A name given to the resource Faculty Publications Book Chapter Faculty Publications- Book Chapter Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Creator An entity primarily responsible for making the resource Khaitan, Sarvesh; Singh, Kartikeya Title A name given to the resource The Role of Semiotics in Digital Marketing: Study on Consumer Interpretation and Brand Communication Date A point or period of time associated with an event in the lifecycle of the resource 01-01-2025 Source A related resource from which the described resource is derived Marketing Semiotics Research: Consumption Trends, AI, and the Economics of Experience;pp.75-103 Identifier An unambiguous reference to the resource within a given context <a href="https://doi.org/10.4018/979-8-3693-8024-6.ch003" target="_blank" rel="noreferrer noopener">https://doi.org/10.4018/979-8-3693-8024-6.ch003</a> <br /><br /><a href="https://www.scopus.com/pages/publications/105024834672?origin=resultslist" target="_blank" rel="noreferrer noopener">https://www.scopus.com/pages/publications/105024834672?origin=resultslist</a> Coverage The spatial or temporal topic of the resource, the spatial applicability of the resource, or the jurisdiction under which the resource is relevant Khaitan S., Christ University, Bengaluru, India; Singh K., Christ University, Bengaluru, India Description An account of the resource 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. Publisher An entity responsible for making the resource available IGI Global Relation A related resource ISBN: 979-836938026-0; 979-836938024-6; Language A language of the resource English Type The nature or genre of the resource Book chapter Rights Information about rights held in and over the resource Restricted Access; Hardcopy may be available in the library Format The file format, physical medium, or dimensions of the resource online