Smart Signage: Toward a Transformative Model that Effectively Generates Consumer-Product Relationships

Franklin Velasco () and Hanna Marriott
Additional contact information
Franklin Velasco: Universidad San Francisco de Quito USFQ
Hanna Marriott: Cardiff Metropolitan University

Chapter 3 in The Future of Consumption, 2024, pp 39-54 from Springer

Abstract: Abstract Smart signage moves beyond traditional signage as it combines digital displays with Artificial Intelligence processes, Machine Learning attributes, and the use of Internet of Things consumer data. This chapter develops a conceptual model that illustrates both the dynamic nature of smart signs in retail contexts and the factors that coexist when consumers interact with this novel marketing communication tool. A set of new concepts and relationships are included in the model to reflect how smart signs two-way communication interface, technological characteristics, effects of psychological mechanism and privacy concerns, and formation of consumer-product relationships, all of which are useful in understanding smart signage persuasion effects. We foresee a fruitful avenue for research in the domain of smart signage and we discuss several implications for retail marketing, consumer wellbeing, and shopping experiences.

Date: 2024
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-031-33246-3_3

Ordering information: This item can be ordered from
http://www.springer.com/9783031332463

DOI: 10.1007/978-3-031-33246-3_3

Access Statistics for this chapter

More chapters in Springer Books from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().