The Influence of Semiotic Advertising Efficacy on Gen-Y Purchase Intent: A Study of Reputable Major Brands of Smart Phone

Abstract

Purpose of the Study: The aim of this study is to influence the semiotic advertising efficacy on Gen-Y purchase intent of reputable major brands of smart phones. Semiotic advertising is an effective, modern approach of advertising that focuses on the use of different signs, symbols, images, and other visual aids for the purposes of marketing a given product or service. Since these signs tend to create an image of the brand in the minds of consumers and also demonstrates the association of the brand with their cultural orientations, beliefs and values, semiotic advertising is said to have a significant impact on the brand equity as perceived by generation y customers.
 Methodology: The data for this study were obtained from existing literatures on reputable major brands of smart phones. The methodology relied on existing previous literatures on the subject being dealt with.
 Results: The study presents evidence on the influence of semiotic advertising efficacy on generation-y’s purchase intent of smart phones. The study confirms that since higher brand equity is based on its components of perception, recognition, parity, loyalty, and trust and since it positively influences the purchase intentions and decisions of generation-y smart phone users, semiotic advertising must also have a positive influence on the purchase intention of buyers.
 Implications: It is hence implemented that purchase intentions of generation Y smart phone users increase when the efficacy of semiotic advertising increases.

Exploring relationship among semiotic product packaging, brand experience dimensions, brand trust and purchase intentions in an Asian emerging market

“…, 2020). Oputa et al. (2019) posit the role of semiotics advertising on the PI of mobiles among Malaysian Gen-Y consumers.…”

“…From an online gamers' perspective, PI is impacted by intrinsic and external motivation, leading to PI (Xue et al, 2020). Oputa et al (2019) posit the role of semiotics advertising on the PI of mobiles among Malaysian Gen-Y consumers. A similar study (Aprilia and Kurniullah, 2019) indicated the role of semiotics in design for anti-brand counterfeit and brand protection.…”

Impacto de la calidad y valor percibidos sobre la intención de compra: sector automotriz

“…(2020) un sitio web con un manejo demasiado sencillo podría perder credibilidad para el consumidor. Oputa et al (2019) afirman que la publicidad semiótica tiene una relación fuerte e influye de manera positiva en la intención de compra.…”