Impact of Digital Signage and Social Media Advertising on Consumer Buying Behavior: Mediating Role of Emotional Processes

Abstract

Advertisement plays a major role in company products to attain a competitive edge. Now, companies are commercializing products using social media and digital signage. Over the past decade, social media and digital signage have become promising and greatly influence consumers’ buying behavior. Consumers use social media to communicate with their peers and brands. This study is intended to investigate the role of digital signage and social media advertising on consumer buying behavior with the mediating role of emotional processes. Data was collected using a structured questionnaire and tested using SPSS and AMOS. The study showed a positive and significant relationship between digital signage, social media advertising, and consumer buying behavior. Emotions positively mediate digital signage, social media advertising, and consumer buying behavior relationships