Determinants of Electronic Word-of-Mouth (eWOM) and Purchase Intention in Digital Signage Advertising (DSA)

Background: As digital has received extensive attention from both academics and partitioners in the age of media convergence, it is quickly emerging as a particular advertising media platform of social networking services (SNSs) and electronic word of mouth. Objective: This study aims at investigating the key drivers of electronic word of mouth(eWOM) and purchase intention in digital signage advertising(DSA). Results: Data from a survey of 339 respondents show that entertainment, informativeness, and pass time of DSA have different impacts on e-WOM intention via SNSs due to individual out-of-home (OOH) media literacy. Conclusion: Also, such effect occurs for the impact of e-WOM intention via SNSs in purchase intention. The authors discuss some theoretical and managerial implications.1