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The role of the marketer as a gatekeeper to digital media in South Africa: investment factor identification through structural equation modelling
Dissertation (MBA)--University of Pretoria, 2011.
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| Format: | Thesis |
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University of Pretoria
2013
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| _version_ | 1867613455022817280 |
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| access_status_str | Open Access |
| author2 | Chipp, Kerry |
| author_browse | Chipp, Kerry |
| author_facet | Chipp, Kerry |
| collection | Thesis |
| dc_rights_str_mv | © 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 Pretori |
| description | Dissertation (MBA)--University of Pretoria, 2011. |
| format | Thesis |
| id | oai:repository.up.ac.za:2263/23998 |
| institution | University of Pretoria (South Africa) |
| last_indexed | 2026-06-10T12:36:24.683Z |
| license_str | Other — see source repository |
| provenance_str_mv | Harvested via OAI-PMH from UPSpace — University of Pretoria Institutional Repository |
| publishDate | 2013 |
| publishDateRange | 2013 |
| publishDateSort | 2013 |
| publisher | University of Pretoria |
| publisherStr | University of Pretoria |
| record_format | dspace |
| source_str | UPSpace — University of Pretoria Institutional Repository |
| spelling | oai:repository.up.ac.za:2263/23998 The role of the marketer as a gatekeeper to digital media in South Africa: investment factor identification through structural equation modelling Chipp, Kerry ichelp@gibs.co.za Havlik-Liebenberg, Marketa UCTD Advertising investment Technology Gatekeeping Interactivity Online advertising Digital Advertising Dissertation (MBA)--University of Pretoria, 2011. 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 Gordon Institute of Business Science (GIBS) unrestricted 2013-09-06T16:19:58Z 2011-05-13 2013-09-06T16:19:58Z 2010-11-10 2011-05-13 2011-04-17 Dissertation 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 http://hdl.handle.net/2263/23998 http://upetd.up.ac.za/thesis/available/etd-04172011-155732/ © 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 Pretori application/pdf University of Pretoria |
| spellingShingle | UCTD Advertising investment Technology Gatekeeping Interactivity Online advertising Digital Advertising The role of the marketer as a gatekeeper to digital media in South Africa: investment factor identification through structural equation modelling |
| title | The role of the marketer as a gatekeeper to digital media in South Africa: investment factor identification through structural equation modelling |
| title_full | The role of the marketer as a gatekeeper to digital media in South Africa: investment factor identification through structural equation modelling |
| title_fullStr | The role of the marketer as a gatekeeper to digital media in South Africa: investment factor identification through structural equation modelling |
| title_full_unstemmed | The role of the marketer as a gatekeeper to digital media in South Africa: investment factor identification through structural equation modelling |
| title_short | The role of the marketer as a gatekeeper to digital media in South Africa: investment factor identification through structural equation modelling |
| title_sort | role of the marketer as a gatekeeper to digital media in south africa investment factor identification through structural equation modelling |
| topic | UCTD Advertising investment Technology Gatekeeping Interactivity Online advertising Digital Advertising |
| url | http://hdl.handle.net/2263/23998 http://upetd.up.ac.za/thesis/available/etd-04172011-155732/ |