An Engagement Framework for Digital Signage

Abstract

Engagement is a term that is used by many scholars to find out how advertising efforts can be successful. It has been applied in TV advertising, online advertising and mobile advertising. Another advertising medium using digital signage is being implemented widely in the world and has gained a lot of attention from advertisers. Its ability to deliver information in various forms of media elements makes it a popular option in the advertising field. However, academic studies on digital signage have been scarce and it is crucial to understand and explore how engagement of advertising using digital signage can benefit the advertisers and the consumers. By embracing the concept of engagement, this paper proposes an engagement framework for digital signage. Engagement in digital signage works like a continuum and it is achieved from the cognitive and emotional experiences evoked from the advertisement audience to their potential behavioral responses raised from the experiences.