Browsing AU Journal of Management by Subject "Advertising, Newspaper"
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The relationship between consumers perception of media credibility and purchase intention : a case study of the Bangkok Post newspaper (Assumption University, 2008)
The main purpose of this research was to investigate the relationship between the respondents' perception of media credibility factors (content, trustworthiness and expertise) and purchasing inten- tion toward the Bangkok Post newspaper. In addition, the study also examined the differences in re- spondents ' demographic variables (age, gender, income, education and nationality) and their purchase intention toward the Bangkok Post newspaper. The data was collected by using self-administered ques- tionnaires, which were ...