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 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.