THE INFLUENCE OF SEMIOTIC ADVERTISING EFFICACY ON GEN-Y PURCHASE INTENT: A STUDY OF REPUTABLE MAJOR BRANDS OF SMART PHONE

Elizabeth A. Oputa, A. Fakhrorazi, Rabiul Islam
2019 Humanities & Social Sciences Reviews  
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
more » ... ssociation 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.
doi:10.18510/hssr.2019.7129 fatcat:4iokrfoihrf3hm3ufm74wbtrci