The Role of the Self-Presence for Interactive Large Digital Displays: Gesture Interactivity and Mirrored-Self Image for Advertising Content

Soyoung Jung, Daeun Lee, Soyon You, Frank Biocca, Hannah Kum-Biocca

Research output: Contribution to journalArticlepeer-review

Abstract

The gesture interactivity and self-mirroring effects of large digital displays, also known as digital signage, was investigated using the self-presence theory and engagement. By extending the interactive effects of gesture and self-mirroring from the immersive environment to a large interactive display (LID), this study found the implicit mediating roles of social presence and engagement for advertising effectiveness through a 2 (gesture; non-gesture vs. gesture interactivity) x 2 (self-representation; non-self-mirroring vs. self-mirroring interactivity) between-subject design (N = 81) experiment. The results indicated that gesture interactivity enhances a feeling of self-presence, not self-mirroring, and it positively fosters psychological engagement with advertising content. In turn, the heightened engagement results in better advertising effectiveness, such as brand attitude, purchase intention, and recall.

Original languageEnglish (US)
JournalInternational Journal of Human-Computer Interaction
DOIs
StateAccepted/In press - 2022

All Science Journal Classification (ASJC) codes

  • Human Factors and Ergonomics
  • Human-Computer Interaction
  • Computer Science Applications

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