Between Digital Experiential Marketing and Semiotics

Abstract

This chapter investigates the intersection of experiential marketing and semiotics within the contemporary consumption landscape of Asia, where a dynamic retail evolution places sustainability and innovation at the forefront, signaling a significant shift towards eco-conscious practices. This emphasis on sustainability deeply influences consumer decision-making, with environmental awareness now integral to purchasing choices. Moreover, the integration of physical and digital elements within retail settings is becoming increasingly prevalent, driven by technological advancements and heightened connectivity. Within this landscape, emotional marketing emerges as a crucial tool, influencing consumer behavior and fostering brand loyalty. Amidst these changes, Asian retail spaces serve as fertile ground for exploring semiotic marketing perspectives, where authentic connections and sensory experiences are valued. The technological evolution of the retail landscape underlines the importance of emotional engagement and sensory experiences in shaping consumer behaviour and brand relationships.