Title page for ETD etd-04172011-155732


Document Type Master's Dissertation
Author Havlik-Liebenberg, Marketa
URN etd-04172011-155732
Document Title The role of the marketer as a gatekeeper to digital media in South Africa: investment factor identification through structural equation modelling
Degree MBA
Department Gordon Institute of Business Science
Supervisor
Advisor Name Title
Mr K Chipp Supervisor
Keywords
  • advertising investment
  • technology
  • gatekeeping
  • interactivity
  • online advertising
  • digital
  • advertising
Date 2010-11-10
Availability unrestricted
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 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 Pretoria

Please cite as follows:

Havlik-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, Pretoria

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