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All Journal JOIV : International Journal on Informatics Visualization
Siong-Hoe Lau
Multimedia University, Melaka, Malaysia
Computer Science & IT

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Public Responses Towards Camera-Embedded Digital Signage Advertising Sue-Hong Steven Wong; Meng-Chew Leow; Lee-Yeng Ong; Siong-Hoe Lau
JOIV : International Journal on Informatics Visualization Vol 3, No 2 (2019)
Publisher : Society of Visual Informatics

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (943.396 KB) | DOI: 10.30630/joiv.3.2.243

Abstract

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.
Co-Authors Lee-Yeng Ong Meng-Chew Leow Sue-Hong Steven Wong