Title: The effects of digital signage design features and interactivity on shoppers' behaviour: the mediated effect of positive shopping mall ambiance

Authors: Thérèse Roux; Sfiso Mahlangu; Mnelisi Xaba

Addresses: Department of Marketing, Tshwane University of Technology, South Africa ' Department of Marketing, Tshwane University of Technology, South Africa ' Department of Marketing, Tshwane University of Technology, South Africa

Abstract: This study aims to establish whether digital signage design or interactivity has the largest effect to evoke a positive shopping mall ambiance and approach behaviour. To collect data a survey was administrated by fieldworkers with 229 shoppers at an upmarket shopping mall in South Africa with interactive digital signage. It was found that digital signage design features (β = 0.25) are significantly associated with a positive shopping mall ambiance (β = 0.33) and approach behaviours β = 0.51). Digital signage interactivity (β = 0.20) is also significantly associated with a positive shopping mall ambiance (β = 0.26) and approach behaviours (β = 0.52). Digital signage design has the largest effect to invoke a positive shopping mall ambiance compared to interactivity. Shopping mall managers should ensure that professionals are involved when designing digital signage.

Keywords: electronic marketing; retail; out-of-home advertising; interactive; digital media; design; shopping mall; Africa; South-Africa.

DOI: 10.1504/IJEMR.2025.144750

International Journal of Electronic Marketing and Retailing, 2025 Vol.16 No.2, pp.175 - 197

Received: 12 Sep 2022
Accepted: 28 Dec 2022
Published online: 03 Mar 2025 *

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