Contents

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

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

DC FieldValueLanguage
dc.contributor.authorChin, Hong Kun-
dc.contributor.authorOh, Meeyoung-
dc.contributor.authorLee, Tae Jun-
dc.date.available2018-12-06T04:43:06Z-
dc.date.created2018-01-03-
dc.date.issued2014-06-
dc.identifier.issn0973-4562-
dc.identifier.urihttp://archives.kdischool.ac.kr/kdi_dev/handle/11125/28605-
dc.description.abstractBackground: 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.-
dc.languageEnglish-
dc.publisherResearch India Publications-
dc.subjectDigital signage advertising, Entertainment, Informativeness, Pass Time, e-WOM-
dc.titleDeterminants of Electronic Word-of-Mouth (eWOM) and Purchase Intention in Digital Signage Advertising (DSA)-
dc.typeArticle-
dc.identifier.bibliographicCitationInternational Journal of Applied Engineering Research, v.9, no.21, pp.9149 - 9156-
dc.description.journalClass1-
dc.description.isOpenAccessN-
dc.citation.endPage9156-
dc.citation.number21-
dc.citation.startPage9149-
dc.citation.titleInternational Journal of Applied Engineering Research-
dc.citation.volume9-
dc.contributor.affiliatedAuthorLee, Tae Jun-
dc.identifier.urlhttp://ripublication.com/Volume/ijaerv9n21.htm-
dc.type.docTypenull-
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