Shopper’s Experience of Digital Mall Signage as Atmospheric Stimuli: An Abstract BT - Finding New Ways to Engage and Satisfy Global Customers

Abstract

Digital out-of-home (DOOH) remains a topic largely ignored by academic scholars (Taylor 2015), despite innovative digital technology, which has created vibrant opportunities and revolutionized the traditional “outdoor” medium (Bauer et al. 2011; Kinetic 2014). Furthermore, empirical research on digital signage (DS) is scarce (Bae et al. 2016) – particularly in the emerging market context – and does not address shoppers’ experience of DS as mall atmospheric stimuli.