Joy to the (Shopper) World: An S-O-R View of Digital Place-Based Media in Upmarket Shopping Malls

Abstract

A few studies have investigated the effects of digital media at point of sale; however, there is a lack of understanding of shoppers’ experience of digital place-based media in shopping malls. The paper draws on environmental psychology (the stimulus- organism-response model) to provide an in-depth exploration of shoppers’ experience of digital media as they journey through upmarket shopping malls. The findings reveal that the media provide enjoyment and usefulness to shoppers’ experiences, and that this influences their responses. Some managerial advice to improve the experience with digital place-based media are offered. It is one of the first papers to explore the cross-effects between other media and digital place-based mall media. The findings can assist advertisers to enhance shoppers’ experiences, thus also enhancing engagement possibilities.

Keywords:

• Retail
• digital signage
• out-of-home advertising

Acknowledgements

The researchers collected the data at the malls, with the help of two assistants.

Additional information

Funding

This work was supported in part by the National Research Foundation of South Africa under grant [99338]. The authors would like to thank Opinion Solutions for their professionalism and assistance with this project.