The role of the marketer as a gatekeeper to digital media in South Africa: investment factor identification through structural equation modelling

Abstract

Advertising is the centre of numerous studies due to it central role in business, however it remains quite static amidst revolutionary consumer shifts towards digital consumption. While consumers are active online, advertising budgets are not being focused towards new media. This study uses structural equation modelling to show that marketers are acting as gatekeepers to investment, as their perceptions are affected by factors driven by external conditions, the influence of others, as well as their own internal beliefs and attitudes. Copyright