Digital signage, sometimes known as a Digital Communications Network (DCN) or private plasma \nscreen network, has been little researched to date. This paper puts forward the view that signage is a \nvery important facet of modern life due to its ubiquitous and visible nature to advertise the names of \nbrands, services and the corporate names of supplier organisations and high street stores, to direct \npeople as to where to go for special events and so on. The paper focuses on how consumer shopping \nbehaviour can be enhanced by an atmospheric stimulus and the ways in which digital signage can \naffect consumer perceptions about the brand names or image of shopping malls. A qualitative study is \ncarried out with empirical results evaluating how digital signage screens can improve the image of \nshopping malls and create a favourable shopping atmosphere. The findings showed that the effects are \ninfluenced by the audio and video contents and also by the locations of the screens. In addition to the \nobvious application to shopping malls in improving business-to-consumer appeal to shoppers the \nfindings are of use to suppliers of digital signage in business-to-business marketing of their systems to \nshopping mall tenants.
Stored only when both papers are in the corpus — 40 citations exist upstream.