Media credibility: analysis of the daily press based on consumer behaviour
DOI:
https://doi.org/10.3145/epi.2014.may.10Keywords:
Credibility, Attitude, Mass media, Newspapers, Consumers, Users, User studies, Questionnaires.Abstract
We analysed mass media credibility, focusing particularly on generalist journals. We carried out structural equation modeling, based on a sample comprised of 454 questionnaires relative to the newspapers El país, El mundo, Abc, La razón and La voz de Galicia , in order to analyze the antecedents and consequences of credibility. The results obtained show the important influence of perceived quality, media image and awareness on consumers´ attitudes, along with the influence of attitude on media credibility. Our findings provide useful insights for mass media managers that may enhance media image and awareness, along with consumers´ perceptions of quality, in an increasingly competitive environment.
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