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

dc.contributor.advisorChipp, Kerryen
dc.contributor.emailichelp@gibs.co.zaen
dc.contributor.postgraduateHavlik-Liebenberg, Marketaen
dc.date.accessioned2013-09-06T16:19:58Z
dc.date.available2011-05-13en
dc.date.available2013-09-06T16:19:58Z
dc.date.created2010-11-10en
dc.date.issued2011-05-13en
dc.date.submitted2011-04-17en
dc.descriptionDissertation (MBA)--University of Pretoria, 2011.en
dc.description.abstractAdvertising 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. Copyrighten
dc.description.availabilityunrestricteden
dc.description.departmentGordon Institute of Business Science (GIBS)en
dc.identifier.citationHavlik-Liebenberg, M 2010, The role of the marketer as a gatekeeper to digital media in South Africa: investment factor identification through structural equation modelling, MBA dissertation, University of Pretoria,en
dc.identifier.otherPretoriaen
dc.identifier.upetdurlhttp://upetd.up.ac.za/thesis/available/etd-04172011-155732/en
dc.identifier.urihttp://hdl.handle.net/2263/23998
dc.language.isoen
dc.publisherUniversity of Pretoriaen_ZA
dc.rights© 2010, University of Pretoria. All rights reserved. The copyright in this work vests in the University of Pretoria. No part of this work may be reproduced or transmitted in any form or by any means, without the prior written permission of the University of Pretorien
dc.subjectUCTDen_US
dc.subjectAdvertising investmenten
dc.subjectTechnologyen
dc.subjectGatekeepingen
dc.subjectInteractivityen
dc.subjectOnline advertisingen
dc.subjectDigitalen
dc.subjectAdvertisingen
dc.titleThe role of the marketer as a gatekeeper to digital media in South Africa: investment factor identification through structural equation modellingen
dc.typeDissertationen

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