An empirical investigation on the antecedents of consumers’ cognitions of and attitudes towards digital signage advertising
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DOI: 10.1080/02650487.2017.1401509
Abstract: ABSTRACT This paper investigates the antecedent factors of consumers’ perceived values and attitudes towards digital signage advertising in a structural model. The results of this study revealed that four key antecedents (i.e. informativeness, involvement, entertainment… read more here.
Keywords: signage advertising; attitudes towards; advertising; digital signage ... See more keywords