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A conceptual framework for backend services of contextual digital signage

  • Published:
Journal of Service Science Research

Abstract

Digital signage is a rapidly emerging marketing channel that promises to reach out to consumers at any time and any place. Still, it is a rather novel research field. First empirical studies focused on consumer behavior. At the backend, though, digital signage brings together various market players, all of which with their very own business objectives and expected benefits, where some of which may complement one another and some might be conflicting. In order to tap the full potential of digital signage, the entire range of market players need to be provided with appropriate backend services. In emerging, technology-driven applications such as digital signage there is a vital need for a universally valid, flexible, structuring framework that provides the basis for target-oriented research using a shared conceptualization. In fact, such a framework is essential to enable, yield and foster sustainability in a novel and interdisciplinary research field like digital signage. For this reason, we introduce a cohesive and flexible conceptual framework for contextual digital signage that integrates the entire set of possible market players in their relevant roles, application location categories, strategies and contextualization types of a contextual digital signage system.

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Authors and Affiliations

  1. Institute for Management Information Systems, Vienna University of Economics and Business, Vienna, Austria

    Christine Bauer

  2. Faculty of Business, Economics and Statistics, University of Vienna, Vienna, Austria

    Paul Dohmen

  3. Secure Business Austria Research gGmbH, Vienna, Austria

    Christine Strauss

Authors
  1. Christine Bauer
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  2. Paul Dohmen
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  3. Christine Strauss
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Correspondence to Christine Bauer.

Additional information

Christine Bauer is Assistant Professor at the Institute for Management Information Systems at Vienna University of Economics and Business (WU Wien, Austria). Simultaneously she is Lecturer at the University of Vienna (Austria) and the University of Popular Music and Music Business (Mannheim, Germany), spanning the fields of Information Systems, Informatics, and Business Administration. She holds a Doctoral degree in Social and Economic Sciences (2009, with honors) and a Master’s degree in International Business Administration (2002) both from University of Vienna (Austria). Furthermore, she holds a Master’s degree in Business Informatics (2011) from Vienna University of Technology (Austria). Her research focuses on the intersection between information systems and business informatics. Her main fields of interest span manifold fields such as context-adaptive information systems, human-computer interaction, reactive music, and the creative industries, in particular the music sector.

Paul Dohmen holds a Master’s degree in International Business Administration (2012) from the University of Vienna (Austria) and a Master’s degree in Economics and Business (2008) from the Maastricht University (The Netherlands). His research interests focus on the field of electronic business, with particular emphasis on e-Services and the service-dominant logic.

Christine Strauss is Associate Professor at the Faculty of Business, Economics and Statistics, University of Vienna. She holds a master’s degree in business informatics from the University of Vienna (Austria) and a doctoral degree in economics from the University of Zurich (Switzerland). She is head of the research group on Electronic Business at the University of Vienna (Austria) and key researcher at Secure Business Austria Research. Her current research focuses on the field of electronic business, with particular emphasis on e-Services.

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Bauer, C., Dohmen, P. & Strauss, C. A conceptual framework for backend services of contextual digital signage. J Serv Sci Res 4, 271–297 (2012). https://doi.org/10.1007/s12927-012-0011-4

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  • DOI: https://doi.org/10.1007/s12927-012-0011-4

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