This article postulates that favourable perceptions of the mall surroundings result in stronger method behaviours than optimistic experienced feelings. This varying indirect impact is predicated to be moderated by shoppers’ enjoyment of hedonic digital signage content material. Design/methodology/method This study was carried out at two upmarket super-regional malls in South Africa with all kinds of contemporary digital signage displaying hedonic content material. Purposive quota sampling was used to intercept and survey 400 common consumers viewing dynamic hedonic digital signage content. Data was collected via an interviewer-administered structured questionnaire.
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