Advertising credibility across media channels
Generation Y consumers have become an important consumer group and, as a result, their perceptions of media credibility has become an important issue for many organisations and media planners. This study explores the credibility of traditional media advertising versus new media advertising, the cre...
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| Main Authors: | , , |
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| 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/1661 |
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| _version_ | 1832593765769936896 |
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| author | Yolanda Jordaan Lené Ehlers J.M. Grové |
| author_facet | Yolanda Jordaan Lené Ehlers J.M. Grové |
| author_sort | Yolanda Jordaan |
| collection | DOAJ |
| description |
Generation Y consumers have become an important consumer group and, as a result, their
perceptions of media credibility has become an important issue for many organisations and
media planners. This study explores the credibility of traditional media advertising versus new
media advertising, the credibility of broadcast-media advertising versus print-media advertising,
the credibility of cellphone advertising versus Internet advertising, and the relationship between
the credibility of Internet advertising and likelihood of Generation Y consumers shopping online.
The target audience comprises students between the ages of 18 and 30 years at one of the
largest residential universities in South Africa. Convenience sampling was used and a total of
1 345 questionnaires were completed. Some of the results indicate that Generation Y consumers
rate the credibility of traditional media higher than new media and that print media has higher
credibility ratings compared with broadcast media.
|
| format | Article |
| id | doaj-art-3eacc5edd7f54011a01cb38b20b57cc8 |
| 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-3eacc5edd7f54011a01cb38b20b57cc82025-01-20T08:54:20ZengUniversity of JohannesburgCommunicare0259-00692957-79502022-10-0130110.36615/jcsa.v30i1.1661Advertising credibility across media channelsYolanda Jordaan0https://orcid.org/0000-0001-7540-6070Lené Ehlers1https://orcid.org/0000-0001-6995-0272J.M. Grové2University of PretoriaUniversity of PretoriaUniversity of Pretoria Generation Y consumers have become an important consumer group and, as a result, their perceptions of media credibility has become an important issue for many organisations and media planners. This study explores the credibility of traditional media advertising versus new media advertising, the credibility of broadcast-media advertising versus print-media advertising, the credibility of cellphone advertising versus Internet advertising, and the relationship between the credibility of Internet advertising and likelihood of Generation Y consumers shopping online. The target audience comprises students between the ages of 18 and 30 years at one of the largest residential universities in South Africa. Convenience sampling was used and a total of 1 345 questionnaires were completed. Some of the results indicate that Generation Y consumers rate the credibility of traditional media higher than new media and that print media has higher credibility ratings compared with broadcast media. https://journals.uj.ac.za/index.php/jcsa/article/view/1661Generation Y consumersperceptions of media credibilityorganisations and media plannerstraditional media advertisingbroadcast-media advertisingprint-media advertising |
| spellingShingle | Yolanda Jordaan Lené Ehlers J.M. Grové Advertising credibility across media channels Communicare Generation Y consumers perceptions of media credibility organisations and media planners traditional media advertising broadcast-media advertising print-media advertising |
| title | Advertising credibility across media channels |
| title_full | Advertising credibility across media channels |
| title_fullStr | Advertising credibility across media channels |
| title_full_unstemmed | Advertising credibility across media channels |
| title_short | Advertising credibility across media channels |
| title_sort | advertising credibility across media channels |
| topic | Generation Y consumers perceptions of media credibility organisations and media planners traditional media advertising broadcast-media advertising print-media advertising |
| url | https://journals.uj.ac.za/index.php/jcsa/article/view/1661 |
| work_keys_str_mv | AT yolandajordaan advertisingcredibilityacrossmediachannels AT leneehlers advertisingcredibilityacrossmediachannels AT jmgrove advertisingcredibilityacrossmediachannels |