Advertising credibility across media channels : perceptions of Generation Y consumers

Abstract

Generation Y consumers have become an important consumer group and, as a result, their \nperceptions of media credibility has become an important issue for many organisations and \nmedia planners. This study explores the credibility of traditional media advertising versus new \nmedia advertising, the credibility of broadcast-media advertising versus print-media advertising, \nthe credibility of cellphone advertising versus Internet advertising, and the relationship between \nthe credibility of Internet advertising and likelihood of Generation Y consumers shopping online. \nThe target audience comprises students between the ages of 18 and 30 years at one of the \nlargest residential universities in South Africa. Convenience sampling was used and a total of \n1 345 questionnaires were completed. Some of the results indicate that Generation Y consumers \nrate the credibility of traditional media higher than new media and that print media has higher \ncredibility ratings compared with broadcast media.

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