An empirical investigation on the antecedents of consumers’ cognitions of and attitudes towards digital signage advertising

Heejun Lee, Chang Hoan Cho

Research output: Contribution to journalArticlepeer-review

17 Citations (Scopus)

Abstract

This paper investigates the antecedent factors of consumers’ perceived values and attitudes towards digital signage advertising in a structural model. The results of this study revealed that four key antecedents (i.e. informativeness, involvement, entertainment and targeting) affect consumers’ attention to digital signage advertising and perception of advertising values. This study shows that attitudes towards digital signage and perceived interactivity with it also affect consumers’ attitudes towards digital signage advertising. This, in turn, influences positive attitudes towards a brand and higher purchase intentions.

Original languageEnglish
Pages (from-to)97-115
Number of pages19
JournalInternational Journal of Advertising
Volume38
Issue number1
DOIs
Publication statusPublished - 2019 Jan 2

Bibliographical note

Publisher Copyright:
© 2017, © 2017 Advertising Association.

All Science Journal Classification (ASJC) codes

  • Communication
  • Marketing

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