Comparing Credibility: A Website versus Publicity

Comparing Credibility: A Website versus Publicity

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Websites and publicity in mass media are two commonly used marketing elements.However, it is unclear whether exposure to a website or publicity is most effective at influencing behavior.This research compares the effectiveness of a magazine publicity article and a tourism destination website on the choice of a spring break destination.Based on this analysis, a website is no more credible than a publicity article; nor does mel axolotl an Internet site create a more favorable attitude or greater purchase intent than read more does magazine-based publicity.Magazine articles emerged as equally effective as websites for most variables.

This study shows that traditional magazine articles can still influence Millennials.Even with a study population of college students who use web resources more than most other populations, the web was not superior.This study reveals that both publicity and a website are important parts of the tourism marketing mix and suggests specific applications.