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Why do Shop Owners install Digital Signage?

Title data

Müller, Jörg ; Wickenkamp, Lena ; Paradowski, Denise:
Why do Shop Owners install Digital Signage?
In: Proceedings of the Pervasive Advertising and Shopping 2010 Workshop. - Helsinki , 2010

Abstract in another language

In this paper we investigate why shop owners install Digital Signage. From casual interviews we had the impression that most shops installed Digital Signage just because their neighbors have it, too. We interviewed responsible persons in 53 shops that use digital signage in Münster, Germany. On the question “Why did you decide to use Digital Signage in your shop?” 21 different reasons were given, including the benefits of moving images, the ease of exchanging content, and the ability of showing more content than on a poster or on the shelf. However, in a follow-up question “How did you become aware of Digital Signage?”, it subsequently turned out that for most of the shops, the installation of Digital Signage was decided by central headquarters, and the local branch had no choice about it.

Further data

Item Type: Article in a book
Refereed: Yes
Institutions of the University: Faculties > Faculty of Mathematics, Physics und Computer Science > Department of Computer Science > Lehrstuhl Angewandte Informatik VIII > Lehrstuhl Angewandte Informatik VIII - Univ.-Prof. Dr. Jörg Müller
Faculties
Faculties > Faculty of Mathematics, Physics und Computer Science
Faculties > Faculty of Mathematics, Physics und Computer Science > Department of Computer Science
Faculties > Faculty of Mathematics, Physics und Computer Science > Department of Computer Science > Lehrstuhl Angewandte Informatik VIII
Result of work at the UBT: No
DDC Subjects: 000 Computer Science, information, general works
Date Deposited: 16 Jan 2019 09:32
Last Modified: 18 Jan 2019 10:10
URI: https://eref.uni-bayreuth.de/id/eprint/42068