Original paper

Media generations and their advertising attitudes and avoidance: a six-country comparison

Volume: 37, Issue: 2, Pages: 289 - 308
Published: Oct 18, 2016
Abstract
This cross-national survey (N = 5784) examined generational differences in media use, advertising attitudes and avoidance for five media (websites, social media, mobile phones, television, newspapers) in six countries (Germany, Spain, United Kingdom, United States, France, and the Netherlands). The results showed that the net generation and the newspaper generation, but not the TV generation, were clearly distinct in the frequency of their media...
Paper Details
Title
Media generations and their advertising attitudes and avoidance: a six-country comparison
Published Date
Oct 18, 2016
Volume
37
Issue
2
Pages
289 - 308
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