The effectiveness of digital board advertising along MRT railway lines in Kuala Lumpur: a conceptual study on motorist engagement

Digital Out-of-Home (DOOH) advertising has rapidly emerged as a dominant medium in urban environments, particularly when integrated with public infrastructure such as Mass Rapid Transit (MRT) systems. In Kuala Lumpur, digital boards installed along MRT railway lines and stations are prominently visi...

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Bibliographic Details

Main Authors:	Isahak Merican, Farah Merican, Awang Besar, Nazirul Mubin, Nazrin, Nizar, Rosman, Muhammad Redza
Format:	Article
Language:	en
Published:	Universiti Teknologi MARA, Perak 2025
Subjects:	Methods. Outdoor advertising. Billboards. Posters Motion pictures
Online Access:	https://ir.uitm.edu.my/id/eprint/125305/1/125305.pdf https://doi.org/10.24191/idealogy.v10i2.886 https://ir.uitm.edu.my/id/eprint/125305/ https://idealogyjournal.com/
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