Public Responses Towards Camera-Embedded Digital Signage Advertising

Sue-Hong Steven Wong - Multimedia University, Melaka, Malaysia
Meng-Chew Leow - Multimedia University, Melaka, Malaysia
Lee-Yeng Ong - Multimedia University, Melaka, Malaysia
Siong-Hoe Lau - Multimedia University, Melaka, Malaysia

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This study proposes a measurable scale to gauge advertising effectiveness of digital signage. Gender study was performed on the constructs to supplement the findings. “Engagement” and “Involvement”, two well-known constructs were used to find out the advertising effectiveness using digital signage. A real-time experiment was conducted and the survey data (N = 221) were analysed, presenting descriptive analysis and T-test analysis across all items among the constructs. The findings reveal that both “Engagement” and “Involvement” are significant contributors to advertising effectiveness in the context of digital signage. Findings also suggest that females tend to enjoy the advertisements more with higher degree of advertisement related experiences.


Digital Signage; Engagement; Involvement; Advertising Effectiveness

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