Bevan-Dye, Ayesha Lian2014-09-102014-09-102013Bevan-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]2039-21172039-9340http://hdl.handle.net/10394/11314The 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.enWeb advertising value antecedentsSouth AfricaBlack Generation Y studentsArticle