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http://dx.doi.org/10.14400/JDC.2019.17.6.211

A Study of the Effectiveness of Digital Signage: Importance of Customized Content  

Cho, Jae-Yung (Department of Advertising and PR, Chungwoon University)
Publication Information
Journal of Digital Convergence / v.17, no.6, 2019 , pp. 211-217 More about this Journal
Abstract
This study suggested the alternatives for improving consumers' engagement with digital signage (DS) by analyzing the researches of the effectiveness of DS in marketing and public areas, which is recognized as an essential communication tool for commercial or public matters. According to the results, affective DS ad content of DS resulted in positive shoppers' buying behaviors and perceiving buying environment; DS was also effective for public affairs, which how proper channel and message for the target public resulted in solving community problems. However, it was rare to measure precisely the level of consumers' engagement with DS content and what DS content aroused higher engagement in both areas. Thus, DS content should be more customized based on multiple converged contents for consumers' engagement and the research efforts of DS should be focused on the development of not only its device technology, but also creative content.
Keywords
Digital Signage; Effectiveness of Digital Signage; Customized Digital Signage Content; Personalized Digital Signage; Engagement of Digital Signage;
Citations & Related Records
Times Cited By KSCI : 3  (Citation Analysis)
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