Black Generation Y Students’ Attitudes towards Web Advertising Value

Abstract

The study reported on in this article sought to determine black Generation Y students’ attitudes towards Web advertising value. The black Generation Y cohort (individuals born between 1986 and 2005) represent 84 percent of the country’s Generation Y and 33 percent of the total population, yet their consumer behaviour remains largely under researched. A structured, self-administered questionnaire was used to gather data on attitudes towards Web advertising value and the value antecedents of informativeness, entertainment, irritation, consumer benefits and credibility from a sample of 400 black Generation Y students across four South African public registered higher education institutions’ campuses situated in the Gauteng province. Data analysis included z-tests, Pearson’s Product-Moment correlation and regression analysis. The findings suggest that in South Africa, black Generation Y students have a positive attitude towards the value of Web advertising and that the informativeness and consumer benefits antecedents are particularly important predictors of this perceived value. DOI: 10.5901/mjss.2013.v4n2p155