Abstract
![CDATA[Digital signage is considered as an innovative service technology in marketing and advertising industry recently. Digital content can be displayed and updated in one or more targeted locations simultaneously and quickly. As digital signage is still in its infancy, commercial marketing via digital signage still suffers from low acceptance rate. The main focus of this study is to investigate the viewer’s needs in deploying digital signage in public locations. A digital signage acceptance model is proposed to examine the adoption attitude and willingness of viewer’s acceptance of digital signage. The finding demonstrates that digital signage can be provided added-value and increase the quality of the viewer’s living experience. Practical implications and suggestions for marketers also are provided.]]
| Original language | English |
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| Title of host publication | Doing More With Less: Proceedings of the Australian and New Zealand Marketing Academy (ANZMAC) Annual Conference, 29 November - 1 December 2010, Christchurch, New Zealand |
| Publisher | University of Canterbury |
| Number of pages | 8 |
| ISBN (Print) | 9780473178208 |
| Publication status | Published - 2010 |
| Event | Australian & New Zealand Marketing Academy. Conference - Duration: 3 Dec 2012 → … |
Conference
| Conference | Australian & New Zealand Marketing Academy. Conference |
|---|---|
| Period | 3/12/12 → … |
Keywords
- digital signage
- communication in marketing