Newspaper micropayments and millennial generation acceptance: A brand loyalty perspective

Amy Sindik, Geoffrey Graybeal

Research output: Contribution to journalArticlepeer-review

11 Scopus citations

Abstract

How willing are consumers to make micropayments for online news? By exploring that question, this study seeks to not only fill a void in the literature but also address a very practical, yet necessary component to a model the industry appears poised to adopt. Using a brand loyalty scale, this study surveyed undergraduate and graduate students at a large Southeastern U.S. university to find out their general willingness to adopt micropayments. The study indicated that brand loyalty increases user likelihood to adopt micropayments for online newspapers.

Original languageEnglish
Pages (from-to)69-85
Number of pages17
JournalJournal of Media Business Studies
Volume8
Issue number1
DOIs
StatePublished - Dec 2011

Keywords

  • Brand loyalty
  • Micropayments
  • News
  • Newspapers
  • Willingness to pay

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