"Deciphering the Influence: Examining the Mediating Effect of Viewer Perception in the Relationship between Advertising Semiotics and FMCG Buying Behavior"

Abstract

This research delves into the intricate dynamics between advertising semiotics, viewer perception, and fast-moving consumer goods (FMCG) buying behavior. Through a comprehensive research methodology, the study aims to unravel the potential mediating effect of viewer perception on the connection between advertising semiotics and FMCG buying behavior.