Users’ Experience of Digital Wayfinding Screens: A Uses and Gratification Perspective from South Africa
Marketing and business communication researchers have neglected the wayfinding capabilities of digital out-of-home communication in the retailing landscape. The current study focuses on digital wayfinding screens in the South African shopping mall environment. The aim is understanding users’ experie...
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| Format: | Article |
| Language: | English |
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Hindawi Limited
2020-01-01
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| Series: | Advances in Human-Computer Interaction |
| Online Access: | http://dx.doi.org/10.1155/2020/7636150 |