• Title, Summary, Keyword: 디지털사이니지의 인게이지먼트

Search Result 2, Processing Time 0.049 seconds

A Study of the Effectiveness of Digital Signage: Importance of Customized Content (디지털 사이니지의 효과에 관한 연구: 맞춤식 콘텐츠의 중요성)

  • Cho, Jae-Yung
    • Journal of Digital Convergence
    • /
    • v.17 no.6
    • /
    • pp.211-217
    • /
    • 2019
  • This study suggested the alternatives for improving consumers' engagement with digital signage (DS) by analyzing the researches of the effectiveness of DS in marketing and public areas, which is recognized as an essential communication tool for commercial or public matters. According to the results, affective DS ad content of DS resulted in positive shoppers' buying behaviors and perceiving buying environment; DS was also effective for public affairs, which how proper channel and message for the target public resulted in solving community problems. However, it was rare to measure precisely the level of consumers' engagement with DS content and what DS content aroused higher engagement in both areas. Thus, DS content should be more customized based on multiple converged contents for consumers' engagement and the research efforts of DS should be focused on the development of not only its device technology, but also creative content.

The Effect of Digital Signage and Smart Media Convergence on Memory and Attitude According to the Level of Engagement and Interactivity (디지털 사이니지와 스마트 미디어 융합이 인게이지먼트와 상호작용성 수준에 따라 기억과 태도에 미치는 영향)

  • Han, Kwang-Seok
    • Journal of the Korea Convergence Society
    • /
    • v.8 no.6
    • /
    • pp.1-7
    • /
    • 2017
  • This study examined how the memory effect and the brand attitude effect differ according to the interaction (high / low) and the involvement (high / low) of digital signage. The two-way MANOVA analysis using SPSS 18 was used for the empirical analysis. The results of this study are as follows: First, GRM is recalled if the level of interactivity and inffence of digital signage is low, but if both conditions are high, ARM recalls. Second, if the interaction of digital signage is low and the level of engagement is high, a lot of memory information is formed that forms the overall attitude of the product. In addition, even though the interaction level is high and the engagement is low, the attitude cognitive response through the overall evaluation is formed rather than the attribute information. Third, brand attitude was positive when interactivity level was high and engagement level was high.