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    Black Generation Y Students’ attitudes towards web advertising value

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    Bevan-Dye_A_Black generation Y students attitudes towards web.pdf (280.9Kb)
    Date
    2013
    Author
    Bevan-Dye, Ayesha Lian
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    Abstract
    The study reported on in this article sought to determine black Generation Y students’ attitudes towards Web advertising value. The black Generation Y cohort (individuals born between 1986 and 2005) represent 84 percent of the country’s Generation Y and 33 percent of the total population, yet their consumer behaviour remains largely under researched. A structured, self-administered questionnaire was used to gather data on attitudes towards Web advertising value and the value antecedents of informativeness, entertainment, irritation, consumer benefits and credibility from a sample of 400 black Generation Y students across four South African public registered higher education institutions’ campuses situated in the Gauteng province. Data analysis included z-tests, Pearson’s Product-Moment correlation and regression analysis. The findings suggest that in South Africa, black Generation Y students have a positive attitude towards the value of Web advertising and that the informativeness and consumer benefits antecedents are particularly important predictors of this perceived value.
    URI
    http://hdl.handle.net/10394/11314
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    • Faculty of Economic and Management Sciences [1428]
    • Faculty of Natural and Agricultural Sciences [4855]

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