The level of interactivity of smart signage and the effects depening on the type of creative appeal

The objective of this study was to empirically analyze the effect of advertising appeal types (rational vs. emotional) and interactivity level (low vs. medium vs. high) of smart signage on the consumers' attitude toward advertising and word-ofmouth. As a result of the study, first, it was found that medium interactivity level of smart signage had a more positive impact on attitude toward advertising and word-of-mouth than extremely high- or low-interactivity signage. Additionally, when the interactivity level was medium, informative advertising was found to have a more positive impact on advertisement attitude and word-of-mouth than emotional advertising. Second, when the interactivity level of smart signage was high, it was found that emotional advertising appeal had a positive impact on attitude, but both emotional and informative advertising appeals had a negative impact on word-of-mouth. Third, when the interactivity level of smart signage was low, rational appeal in advertising was found to have a positive impact on attitude and word-of-mouth.