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dc.contributor.authorBevan-Dye, Ayesha Lian
dc.date.accessioned2014-09-10T11:29:44Z
dc.date.available2014-09-10T11:29:44Z
dc.date.issued2013
dc.identifier.citationBevan-Dye, Ayesha Lian. 2013. Black Generation Y Students’ attitudes towards web advertising value. Mediterranean journal of social sciences, 4(2):155-164. [http://www.mcser.org/journal/index.php/mjss]en_US
dc.identifier.issn2039-2117
dc.identifier.issn2039-9340
dc.identifier.urihttp://hdl.handle.net/10394/11314
dc.description.abstractThe 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.en_US
dc.description.urihttp://www.mcser.org/journal/index.php/mjss/article/view/201/186
dc.description.urihttp://dx.doi.org/10.5901/mjss.2013.v4n2p155
dc.language.isoenen_US
dc.publisherMediterranean Center of Social and Educational Research (MCSER)en_US
dc.subjectWeb advertising value antecedentsen_US
dc.subjectSouth Africaen_US
dc.subjectBlack Generation Y studentsen_US
dc.titleBlack Generation Y Students’ attitudes towards web advertising valueen_US
dc.typeArticleen_US
dc.contributor.researchID12426156 - Bevan-Dye, Ayesha Lian


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