Contents

Determinants of Electronic Word-of-Mouth (eWOM) and Purchase Intention in Digital Signage Advertising (DSA)

Chin, Hong Kun / Oh, Meeyoung / Lee, Tae Jun

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Abstract

Background: As digital has received extensive attention from both academics and partitioners in the age of media convergence, it is quickly emerging as a particular advertising media platform of social networking services (SNSs) and electronic word of mouth. Objective: This study aims at investigating the key drivers of electronic word of mouth(eWOM) and purchase intention in digital signage advertising(DSA). Results: Data from a survey of 339 respondents show that entertainment, informativeness, and pass time of DSA have different impacts on e-WOM intention via SNSs due to individual out-of-home (OOH) media literacy. Conclusion: Also, such effect occurs for the impact of e-WOM intention via SNSs in purchase intention. The authors discuss some theoretical and managerial implications.

Issue Date
2014-06
Publisher
Research India Publications
Keywords
Digital signage advertising, Entertainment, Informativeness, Pass Time, e-WOM
Citation
International Journal of Applied Engineering Research, v.9, no.21, pp.9149 - 9156, 2014
URL
http://ripublication.com/Volume/ijaerv9n21.htm
Journal Title
International Journal of Applied Engineering Research
Start Page
9149
End Page
9156
ISSN
0973-4562
Language
English
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