An Engagement Framework for Digital Signage


Lau, Siong Hoe and Leow, Meng Chew and Wong, Sue Hong Steven (2019) An Engagement Framework for Digital Signage. In: 9th IEEE Symposium on Computer Applications and Industrial Electronics, ISCAIE 2019, 27-28 April 2019, Malaysia.

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Engagement is a term that is used by many scholars to find out how advertising efforts can be successful. It has been applied in TV advertising, online advertising and mobile advertising. Another advertising medium using digital signage is being implemented widely in the world and has gained a lot of attention from advertisers. Its ability to deliver information in various forms of media elements makes it a popular option in the advertising field. However, academic studies on digital signage have been scarce and it is crucial to understand and explore how engagement of advertising using digital signage can benefit the advertisers and the consumers. By embracing the concept of engagement, this paper proposes an engagement framework for digital signage. Engagement in digital signage works like a continuum and it is achieved from the cognitive and emotional experiences evoked from the advertisement audience to their potential behavioral responses raised from the experiences.

Item Type: Conference or Workshop Item (Paper)
Uncontrolled Keywords: Advertising, mobile advertising
Subjects: H Social Sciences > HF Commerce > HF5001-6182 Business > HF5801-6182 Advertising
Divisions: Faculty of Information Science and Technology (FIST)
Depositing User: Ms Suzilawati Abu Samah
Date Deposited: 14 Jan 2022 04:06
Last Modified: 14 Jan 2022 04:06


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