Regresar

Cbkp_redibilidad de los medios de comunicación: análisis de la prensa diaria desde el comportamiento del consumidor

Abstract:

We analysed mass media cbkp_redibility, 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 cbkp_redibility. 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 cbkp_redibility. 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.