Product, services and technology review blogs
While much research has been conducted on consumer skepticism about advertising, limited attention has been focused on the relationship between gender and scepticism. As the Internet and new technologies continuously transform corporate communications, the relationship between gender and scepticism...
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| Main Author: | |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
University of Johannesburg
2022-10-01
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| Series: | Communicare |
| Subjects: | |
| Online Access: | https://journals.uj.ac.za/index.php/jcsa/article/view/1684 |
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| _version_ | 1832593757327851520 |
|---|---|
| author | Gené van Heerden |
| author_facet | Gené van Heerden |
| author_sort | Gené van Heerden |
| collection | DOAJ |
| description |
While much research has been conducted on consumer skepticism about advertising, limited
attention has been focused on the relationship between gender and scepticism. As the Internet
and new technologies continuously transform corporate communications, the relationship
between gender and scepticism in new media such as the blogosphere begs further research.
This article focuses on consumer scepticism of blogs that review products, services and
technologies. Demographic variables – and particularly gender – are commonly employed to
segment target audiences in an attempt to fit appeals specifically directed at males or females,
or both. This article investigates three associated relationships: first, when gender is a significant
predictor of consumer scepticism of blogs; second, when a relationship exists between scepticism
as a predictor of the frequency of blogs accessed; and lastly, when scepticism is a predictor
of the number of blogs visited. Data from Australia and South Africa provide the findings and
offer guidance to practitioners for their new media selection and gender-based communication
messages.
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| format | Article |
| id | doaj-art-2404e236ad3646df935236878459295a |
| institution | Kabale University |
| issn | 0259-0069 2957-7950 |
| language | English |
| publishDate | 2022-10-01 |
| publisher | University of Johannesburg |
| record_format | Article |
| series | Communicare |
| spelling | doaj-art-2404e236ad3646df935236878459295a2025-01-20T08:53:37ZengUniversity of JohannesburgCommunicare0259-00692957-79502022-10-0129210.36615/jcsa.v29i2.1684Product, services and technology review blogsGené van Heerden0https://orcid.org/0000-0003-2039-8047Luleå University of Technology While much research has been conducted on consumer skepticism about advertising, limited attention has been focused on the relationship between gender and scepticism. As the Internet and new technologies continuously transform corporate communications, the relationship between gender and scepticism in new media such as the blogosphere begs further research. This article focuses on consumer scepticism of blogs that review products, services and technologies. Demographic variables – and particularly gender – are commonly employed to segment target audiences in an attempt to fit appeals specifically directed at males or females, or both. This article investigates three associated relationships: first, when gender is a significant predictor of consumer scepticism of blogs; second, when a relationship exists between scepticism as a predictor of the frequency of blogs accessed; and lastly, when scepticism is a predictor of the number of blogs visited. Data from Australia and South Africa provide the findings and offer guidance to practitioners for their new media selection and gender-based communication messages. https://journals.uj.ac.za/index.php/jcsa/article/view/1684consumer scepticismreview blogsadvertisinggender and scepticismproducts, services and technologiesmedia selection |
| spellingShingle | Gené van Heerden Product, services and technology review blogs Communicare consumer scepticism review blogs advertising gender and scepticism products, services and technologies media selection |
| title | Product, services and technology review blogs |
| title_full | Product, services and technology review blogs |
| title_fullStr | Product, services and technology review blogs |
| title_full_unstemmed | Product, services and technology review blogs |
| title_short | Product, services and technology review blogs |
| title_sort | product services and technology review blogs |
| topic | consumer scepticism review blogs advertising gender and scepticism products, services and technologies media selection |
| url | https://journals.uj.ac.za/index.php/jcsa/article/view/1684 |
| work_keys_str_mv | AT genevanheerden productservicesandtechnologyreviewblogs |