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http://dx.doi.org/10.15207/JKCS.2017.8.6.001

The Effect of Digital Signage and Smart Media Convergence on Memory and Attitude According to the Level of Engagement and Interactivity  

Han, Kwang-Seok (Dept of Advertising & Public Relations, Namseoul University)
Publication Information
Journal of the Korea Convergence Society / v.8, no.6, 2017 , pp. 1-7 More about this Journal
Abstract
This study examined how the memory effect and the brand attitude effect differ according to the interaction (high / low) and the involvement (high / low) of digital signage. The two-way MANOVA analysis using SPSS 18 was used for the empirical analysis. The results of this study are as follows: First, GRM is recalled if the level of interactivity and inffence of digital signage is low, but if both conditions are high, ARM recalls. Second, if the interaction of digital signage is low and the level of engagement is high, a lot of memory information is formed that forms the overall attitude of the product. In addition, even though the interaction level is high and the engagement is low, the attitude cognitive response through the overall evaluation is formed rather than the attribute information. Third, brand attitude was positive when interactivity level was high and engagement level was high.
Keywords
Digital signage; Smart media convergence; Engagement; Interactivity; Memory effect;
Citations & Related Records
Times Cited By KSCI : 4  (Citation Analysis)
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