체험 마케팅으로서 디지털 사이니지 광고 활용에 관한 연구

Abstract

This study researches how some digital signage advertisements are utilized in an experience marketing technique through some cases. Primarily, this study arranges the theoretical concepts of experience marketing technique and digital signage, and explains the a digital signage advertisement is relevant to the experience marketing technique with some previous studies having identified that a digital signage advertisement could make the consumers perceive a brand and intensify their relationship with the brand through the consumers' interaction with the digital signage advertisement by using previous studies. Additionally, by investigating how current digital signage advertisements are utilized through some cases, this study is meaningful in that it will predict the digital signage technology's prospect and development as a future marketing communication tool.