Article

Mass Media as information brokers: The impact of “type” on user behavior and content perceptions-a model

Trust in advertising is a measure of message persuasiveness. Additionally, the frequency with which one uses mass media may signal familiar or close relationship between a user and a medium. The caveat being, not all media are alike in today’s technological age. This research asserts that mass media are devices that afford users unique experiences based on device form and function in order to examine how media use and message response vary across device. We find that media use frequency and trust in advertising; moderated by age, vary across certain media types. Theoretical explanations and managerial implications are further detailed.

Relationships

Items