Measure the credibility of Online Newspaper

Advertisement
 Thesis on
Measure the credibility of Online Newspaper Advertisement

Submitted to
Mamtaj Akter
Assistant Professor
Department of Marketing
Jahangirnagar University

Submitted By
Arfatun Nabila
ID No: 20171106
Major: Marketing
EMBA Program
Jahangirnagar University

Date of submission: January 11, 2019

Jahangirnagar University
 CERTIFICATE OF ORIGINALITY

DECLARATION

I hereby declare that this thesis represents my original work and that I have used no other sources
except as noted by citations. All data, tables, figures and text citations which have been
reproduced from any other source, including the internet, have been explicitly acknowledged as
the reference parts. The work has not previously been submitted elsewhere.

…………………………

Arfatun Nabila

ID NO.: 20171106

Major: Marketing

EMBA Program, JU

Date: 11-01-2019

i
 LETTER OF TRANSMITTAL

January 11, 2019

Mamtaj Akter
Assistant Professor
Department of Marketing
Faculty of Business Studies
Jahangirnagar University

Subject: Submission of Thesis Report.

Dear Madam,

With due respect and humble submission, I would like to thank you for the guidance and support
you have provided to complete the Thesis Report on “Measure the credibility of Online
Newspaper Advertisement”. Without your help, this report would have been impossible to
complete.

To prepare the report, I collected what I believe to be most relevant information to make my
report as analytical and reliable. The practical knowledge and experience gathered during report
preparation will surely help in my future professional life.

I gave my outmost effort to prepare this report. I would be grateful for any assessment or
rectification given on mistakes arising from the report. Thank you once again for your support
and guidance.

Yours Sincerely,

…………………………………

Arfatun Nabila

ID: 20171106

Batch: 17, Major: Marketing

EMBA Program, JU

ii
 ACKNOWLEDGEMENT

I am indebted to many people who in one way or another made substantial contribution to the
accomplishment of this dissertation. However, it is difficult to mention all of them but I am glad
and feel important to extend my special thanks and appreciation to the following:

I am thankful to my supervisor Mamtaj Akter, Assistant Professor, Department of Marketing,

Faculty of Business Studies, Jahangirnagar University. I appreciate for her tireless efforts and
guidance without which this study would have been impossible. I appreciate her constant and
continued guidance from preparation of this study to the level of its accomplishment. She is my
mentor to be always remembered.

iii
 Table of Contents

SL Description
Page
No
Introduction 1
1
Objective of the study 2

2 Literature Review 3

3 Research Methodology 6

Type of Paper 6

Type of Information 6

Data Collection Process 6

Method of Data Collection 6

Scaling and Questionnaire Design 6

Sample size and Sample Technique 6

4 Data Analysis & Findings 8

Data Analysis Procedure 8

Method of Data Presentation 8

Data Analysis 8

5 Findings of the study 29

6 Conclusion 30

7 Limitations 30

8 References 31

Appendix 32

iv
 List of Tables (General Information)

SL No Descriptions Page

Table 1 Respondents gender, age, profession 9

Table 2 Respondents read online newspaper in daily/weekly basis 10

Table 3 Reader‟s preferable topic 11

List of Figures (General Information)

SL No Descriptions Page

Figure 1 Respondents gender, age, profession 9

Figure 2 Respondents read online newspaper in daily/weekly basis 10

Figure 3 Reader‟s preferable topic 11

v
 List of Tables (Questionnaire)

SL No Descriptions Page

Table 1 Truthfulness 13

Table 2 Believability 15

Table 3 Trustable 17

Table 4 Reliability 19

Table 5 Spam or viruses 21

Table 6 Pop-ups and banner ads 23

Table 7 Fake ads 25

Table 8 Folding ads 27

vi
 List of Figures (Questionnaire)

SL No Descriptions Page

Figure 1 Truthfulness 13

Figure 2 Believability 15

Figure 3 Trustable 17

Figure 4 Reliability 19

Figure 5 Spam or viruses 21

Figure 6 Pop-ups and banner ads 23

Figure 7 Fake ads 25

Figure 8 Folding ads 27

vii
Chapter - 1
Introduction
An online newspaper is the online version of a newspaper, either as a stand-alone publication or
as the online version of a printed periodical.

Going online created more opportunities for newspapers, such as competing with broadcast
journalism in presenting breaking news in a timelier manner. The credibility and strong brand
recognition of well-established newspapers, and the close relationships they have with
advertisers, are also seen by many in the newspaper industry as strengthening their chances of
survival. The movement away from the printing process can also help decrease costs.

An early example of an "online only" newspaper or magazine was (PLATO) News Report, an
online newspaper created by Bruce Parrello in 1974 on the PLATO system at the University of
Illinois. (www.quora.com)

Beginning in 1987, the Brazilian newspaper Jornaldodia ran on the state-owned Embratel
network, moving to the internet in the 1990s. By the late 1990s, hundreds of U.S. newspapers
were publishing online versions, but did not yet offer much interactivity.

One example is Britain's Weekend City Press Review, which provided a weekly news summary
online beginning in 1995. Today, online news has become a huge part of society.

Alongside print Newspaper, now a days advertising is published on online newspaper. Online
News Sites have an ever-growing Audience; more and more people visit newspaper websites,
every day.

In Bangladeshi perspective, Online newspaper are increasing day by day. People are being
digitalized now a days. In busy schedule, they try to read the news in electronic devices. When
they read the news, in that time advertisements are shown in the article by pop-ups or banner ads,
or by folding ads.

There are many online newspaper and news sites. Prothom Alo, Jugantor, Kaler Kontho,
Bangladesh Pratidin, Jonokontho, Ittefaq, Samakal, Inqilab, Manabjamin etc. are the most
familiar online newspaper in Bangladesh.

Alongside, Banglanews24.com, bdnews24.com, risingbd.com, jagonews.com,

amadersomoy.com, odhikarnews.com, dhakatimes.com, priyo.com, Banglatribiune.com etc. are
the known online news sites in Bangladesh.

In this newspapers and news sites, many advertisements are published every day. Every reader
does not believe on it properly. Alongside some reader are attracted by the ads and becomes a
consumer.

1
This paper is basically focused on this issue. How many readers are showing credibility on
online newspaper ads, these measurements are the topic for this research paper.

1.1 Objective of the study

-To measure the credibility of online newspaper advertisement

2
Chapter - 2
Literature Review
In a world of fierce competition and emergence internet as a powerful media, gaining the
attention of the customer and persuading them to buy products and services is becoming difficult
and important. Although, Online Newspaper advertising has been proved to be effective in
providing information, yet its credibility had been questioned consistently. Thus, it is important
for the marketers to understand the concept of advertising credibility and the factors that enhance
it.

Everyday people encounter information from friends, colleagues, books, newspapers, online
newspaper, online sites, television, different kind of websites, etc. But all information is not
equally useful/ valuable. Some information is more trustworthy and better than others. Therefore,
people have to decide which information is more credible.

The concept of credibility has received considerable attention since the late 1990s when the
internet began providing a new information interaction environment that allowed users to seek
for information and communicate with others in ways never been possible. As a consequence,
the researchers and practitioners in diverse fields including information science, marketing,
management information systems, communication studies and psychology have examined
credibility from a variety of different perspectives (Riehand Danielson,2007).

Credibility as an area of research became popular amongst researchers for its role in persuasion
process. In information science, credibility has been understood as one of the criteria of
relevance judgment used when making the decision to accept or reject retrieved information
(Riehand Danielson, 2007).

Credibility has been defined as believability, trust, reliability, accuracy, fairness, objectivity, and
dozens of other concepts and combination thereof (self, 1996). It refers to a person‟s perception
of the truth of a piece of information (Eisend, 2006). It also has been defined in terms of
characteristics of persuasive sources, characteristics of the message structure and content, and
perceptions of media (Metzger et al., 2003). Some studies focus on the characteristics that make
sources or information worthy of being believed, while others examine the characteristics that
make sources or information likely to be believed (Flanaginand Metzger, 2007).

It can be difficult to discuss credibility without referring to trust or trusting behaviors and vice
versa. Historically, trust has been a core construct in many conceptualizations of credibility
(Hovland et al., 1953).

Tseng and Fogg (1999) point out that, although credibility and trust have sometimes been used
interchangeably, they should not be considered synonymous. Trust is different from credibility
because “trust indicates a positive belief about the perceived reliability of, dependability of, and
confidence in a person, object, or process”. Tseng and Fogg further distinguish between the
general concept of trust and “trust in information” (p. 41). Trust frequently refers to a set of

3
beliefs, dispositions, and behaviors associated with the acceptance of risk and vulnerability.
Credibility refers to a perceived quality of a source, which may or may not result in associated
trusting behaviors.

MacKenzie and Lutz (1989), defined advertising credibility as “consumer‟s perceptions of the
truthfulness and believability of advertising in general.” Their conceptualization and
measurement of advertising credibility suggest that the construct refers to consumer‟s
generalized beliefs in the integrity of advertising claims (MacKenzie and Lutz, 1989). Herbig
and Milewicz (1995) suggested that credibility is related to the extent to which, what is said
matches with what is done.

In other words, if the product claims confirm with the performance, the credibility increases.
Credibility exists when one can confidently use past actions to predict future behavior (Herbig
and Milewicz, 1995). This conceptualization is similar to one of the determinants of Ad
credibility given by MacKenzie and Lutz (1989).

People need to make sufficient effort to read and understand news. Failing to do so may make
them less likely to acquire information from the news, which may happen to readers of online
news because the news is juxtaposed with a variety of information that stimulates readers‟
sensory receptors for attention.

When people clicked a link to news on a website, the news does not come alone. Even if online
advertisements are taken off the table, other information will be accompanied with the selected
news. Links to relevant and/or recommend articles and constantly updating tweet feeds are
among the information that constantly asks newsreaders for their attention.

Processing news simultaneously with such information may impose a burden on readers
(Geissler, Zinkhan, & Watson, 2006) and makes online news websites a less effective medium
for news than the traditional media (Grabe et al., 2009; Tewksbury & Althaus, 2000; J. Yang &
Grabe, 2011).

Consistent with this reasoning, studies have shown that people who read news online acquire less
information than do those who read hard copies of newspapers (Tewksbury & Althaus, 2000).
Such pattern is more conspicuous among people with lower levels of education who presumably
have less cognitive ability to process information than those with higher levels of education (J.
Yang & Grabe, 2011).

A few studies suggest that traditional media such as newspapers, television, radio are more
credible medium than new forms of media i.e. internet and mobile. In their article, Prendergast,
Liu and Poon (2009), applied the pairwise technique for testing the credibility scores of different
media and found that radio, broadcast television and cable television are perceived to be most
credible advertising medium by the interviewees and the internet and direct mail were perceived
as least credible media. In another article authors examined the differences in consumer‟s

4
perception of advertising credibility for five media – newspapers, television, radio, magazines
and the internet and the moderating role of persuasion knowledge in those perceptions. The
results indicated that the advertising credibility was the highest for traditional media and lowest
for the internet (Rodgers, 2005).

Moore and Rodger (2005) measured advertising credibility by a three item scale: advertising
generally tell the truth, you can generally believe what you read in ad, I usually find
advertisement to be quite credible. Prendergast, Liu and Poon (2009), measured the construct by
three statements: I think advertisement in XXX are credible, I think advertisement in XXX are
exaggerated, I think advertisement in XXX are unbelievable.

5
Chapter - 3
Research Methodology
3.1 Type of Paper

Research is done under Exploratory research method. Because Exploratory research is to

provide insights into and an understanding of, the problem confronting the researcher (Malhotra
& Dash, Marketing Research, seventh edition).

3.2 Type of Information

As the objective of this research is measurement the credibility of Online newspaper

advertisement, the research data is quantitative in nature. Quantitative method is used to explain,
predict phenomenon with measurable variables (Leedy & Ormrod 2001:101).

Quantitative method is used to quantify the data and generalize the results from the sample to the
population of interest (Malhotra & Dash, Marketing Research, seventh edition).

3.3 Data Collection Process

3.3.1 Primary Sources

For achieving the objectives of the study data is collected from primary sources (respondents).

3.4 Method of Data Collection

For this report, data is collected from using survey methods.

3.5 Scaling and Questionnaire Design

3.5.1 Scaling

Though this research is a exploratory research, to get appropriate result I use Likert scale for this
survey.

In this research, Likert Scale Technique is used. Likert Scale is a widely used rating scale that
requires the respondents to indicate the degree of agreement or disagreement with each of a
series of statements about the stimulus objects (Malhotra & Dash, Marketing Research, seventh
edition).

6
3.5.2 Questionnaire Design

To use likert scale, measure the credibility of Online Newspaper Advertisement I made a
questionnaire for survey. These questions are asked to the respondents who are directly attend in
this survey.

3.6 Sample size and Sample Technique

3.6.1 Sample size
For this research, sample size is 30. Male and female respondents are attending in this survey.
Their age is between 20-40. In profession, some respondents are students, some are job holders
and others are businessman.

3.6.2 Sample Technique

In this research, Likert Scale Technique is used. Likert Scale is a widely used rating scale that
requires the respondents to indicate the degree of agreement or disagreement with each of a
series of statements about the stimulus objects (Malhotra & Dash, Marketing Research, seventh
edition).

7
Chapter - 4
Quantitative Data Analysis & Findings

4.1 Data Analysis Procedure

The data that collected from primary sources is analyzed with applicable table, graphs, charts,
etc. and necessary written information used.

4.2 Method of Data Presentation

Data will be presented in frequency distribution as well as in graphical form with applicable
table, graphs, charts etc.

4.3 Data Analysis

This section focuses on the data obtained through survey and questionnaires. Findings are
presented in accordance to the key research objectives established in the objectives so the study.

To find out the objective of this study, at first, it‟s obvious to know that how many readers are
reading online newspaper. Then which gender, in which profession they are involved, daily or
weekly in which basis they like to read all that are related with this topic.

For these, In Data Analysis sector, I divided it into two parts.

1) General Information
2) Questionnaires Analysis

4.3.1 General Information

In general Information, by graph I described how many respondents are attending in the research,
about their gender, age, profession, reading time and at last their choice about online newspaper
topic.

8
Information No 1:

For this research, 30 respondents are selected. Respondents are both male and female in gender.
They are student, Job holder and doing business in profession.

This information is shown in the following table at a glance-

Business
Professio Student Private Job Govt. Job Total
(Age 30-
n (Age 20-25) (Age 28-35) (Age 30-40) Respondent
40)

Male 5 6 3 2 16
Femal
5 4 2 3 14
e
Table No.1: Respondents gender, age, profession

The following is the graphical presentation of the data through bar chart:

18
16
16
14
14
12
10
8 Male
6
6 5 5 Female
4
4 3 3
2 2
2
0
Profession Student (Age Private Govt. Business Total
20-25) Job(Age 28- Job(Age 30- (Age 30-40) Respondent
35) 40)

Figure No.1: Respondents gender, age, profession

9
Information No 2:

Daily or weekly-In which basis, respondents are like to read online newspaper that information
are shown in the following table at a glance-

Reading Total
Basis Daily Weekly Respondents

18 12 30
Table No 2: Respondents read online newspaper in daily/weekly basis

The following is the graphical presentation of the data through bar chart:

35
30
30

25

20 18

15 12 Series1

10

0
Reading Basis Daily Weekly Total
Respondents

Figure No.2: Respondents read online newspaper in daily/weekly basis

10
Information No 3:

In online newspaper, which topic are most preferable to reader that information is shown in the
following table at a glance-

Topic National Politics International Sports Lifestyle Literature Others/Mixed

Respondents 5 3 5 5 6 2 4
Table No.3: Reader’s preferable topic

The following is the graphical presentation of the data through bar chart:

Respondents
7
6
6
5 5 5
5
4
4
3
3
2
2 Respondents
1
0

Figure No.3: Reader’s preferable topic

11
4.3.2 Questionnaires Analysis

Another part is questionnaires analysis.

For survey, 8 questions are asked to 30 respondents. They answered the questions by
questionnaire.

In this research, Likert scale technique is used. By the rules of this scale, respondents indicate
about agree or disagree response on the basis of 5 scale.

Collected survey data are analyzed by table and needed graph.

12
Question No.1:

Online newspaper advertisements carrying „Truthfulness‟.

About this question, information is shown in the following table at a glance-

Neither
Strongly Strongly Total
Question Agree agree nor Disagree
agree Disagree Respondent/percentage
disagree
Online
newspaper
advertisements 8 14 6 2 0 30
carrying
„Truthfulness‟
% 26.66 46.66 20 6.66 100
Table No. 1: Truthfulness

The following is the graphical presentation of the data through bar chart:

Truthfulness

120
100
100

80

60
46.66
40 30
26.66
20
20 14
8 6 6.66
2 0
0

Online newspaper advertisements carrying ‘Truthfulness’ %

Figure No. 1: Truthfulness

13
Findings and Analysis:

- From 30 respondents, 8 persons gave strongly agreement with this point. They think
online newspaper advertisements carrying „Truthfulness‟.
- 14 persons agree with this point.
- 6 persons are in a neutral point. They don‟t have a strong agreement nor have a
disagreement on it.
- Only 2 persons totally disagree with this topic. They think; however, it is a world of
internet, but the printed version of newspaper advertisements always carry authenticity.

14
Question No.2:

Online Newspaper advertisements is believable rather than printed newspaper.

About this question, information is shown in the following table at a glance-

Neither Total
Strongly Strongly
Question Agree agree nor Disagree Respondent/percent
agree Disagree
disagree age

Online
Newspaper
advertisements
is believable 5 10 10 5 30
rather than
printed
newspaper

% 16.66 33.33 0 33.33 16.66 100

Table No. 2: Believability

The following is the graphical presentation of the data through bar chart:

Believability
120
100
100

80

60

40 33.33 33.33 30
16.66 16.66
20 10 10
5 5
0
0

Online Newspaper advertisements is believable rather than printed newspaper %

Figure No. 2: Believability

15
Findings and Analysis:

- From 30 respondents, 5 persons gave strongly agreement with this point. They think
online newspaper advertisements is believable rather than printed newspaper
- 10 persons agree with this point.
- 10 persons are in a neutral point. They don‟t have a strong agreement nor have a
disagreement on it.
- 5 persons totally disagree with this topic. They think; however, it is a world of internet,
but the printed version of newspaper advertisements is more believable than online
newspaper.

16
Question No.3:

Online newspaper advertisement information is „trustable‟.

About this question, information is shown in the following table at a glance-

Neither Total
Strongly Strongly
Question Agree agree nor Disagree Respondent/
agree Disagree
disagree percentage
Online
newspaper
advertisements 4 13 5 5 3 30
information is
trustable
% 13.33 43.33 16.66 16.66 10 100
Table No.3: Trustable

The following is the graphical presentation of the data through bar chart:

Trustable
120
100
100

80

60
43.33
40 30

13.33 13 16.66 16.66

20 10
4 5 5 3
0

Question Online newspaper advertisement information is trustable %

Figure No.3: Trustable

17
Findings and Analysis:

- From 30 respondents, 4 persons gave strongly agreement with this point. They think
online newspaper advertisements is trustable.
- 13 persons agree with this point.
- 5 persons are in a neutral point. They don‟t have a strong agreement nor have a
disagreement on it.
- 5 persons gives disagreement with this topic.
- 5 persons totally disagree with this topic. They think; however, it is a world of internet,
but the printed version of newspaper advertisements is more trustable than online
newspaper.

18
Question No.4:

Online Newspaper advertisements is a „reliable‟ source for marketing of any kind of products.

About this question, information is shown in the following table at a glance-

Neither Total
Strongly Strongly
Question Agree agree nor Disagree Respondent/
agree Disagree
disagree percentage

Online
Newspaper
advertisements is
a reliable source 5 8 4 6 4 30
for marketing of
any kind of
products

% 16.66 26.66 13.33 20 13.33 100

Table No. 4: Reliability

The following is the graphical presentation of the data through bar chart:

Reliability
120
100
100
80
60
40 26.66 30
16.66 20
20 8 13.33 13.33
5 4 6 4
0

Question

Online Newspaper advertisements is a reliable source for marketing of any kind of

products
%

Figure No. 4: Reliability

19
Findings and Analysis:

- From 30 respondents, 5 persons gave strongly agreement with this point. They think
online newspaper advertisements is a reliable source for marketing of any kind of
products
- 8 persons agree with this point.
- 4 persons are in a neutral point. They don‟t have a strong agreement nor have a
disagreement on it.
- 6 persons give disagreement with this topic.
- 4 persons are totally disagreeing with this topic. They think; however, it is a world of
internet, but the printed version of newspaper advertisements is more reliable source than
online newspaper.

20
Question No.5:

Advertisements in Online Newspaper may have affected you throw spam or viruses.

About this question, information is shown in the following table at a glance-

Neither Total
Strongly Strongly
Question Agree agree nor Disagree Respondent/
agree Disagree
disagree percentage

Advertisements in
Online Newspaper
may have affected 13 10 4 3 30
you throw spam or
viruses

% 43.33 33.33 13.33 10 100

Table No.5: Spam or Virus

The following is the graphical presentation of the data through bar chart:

Spam/Viruses
120
100
100

80

60
43.33
40 33.33 30

20 13 10 13.33 10
4 3
0

Question
Advertisements in Online Newspaper may have affected you throw spam or viruses
%

Figure No.5: Spam or Virus

21
Findings and Analysis:

- From 30 respondents, 13 persons gave strongly agreement with this point. They think
online newspaper advertisements may have affected them throw spam or viruses
- 10 persons agree with this point.
- 4 persons give disagreement with this topic.
- 3 persons are totally disagreeing with this topic. They think; however, it is a world of
internet, but the printed version of newspaper advertisements is more reliable source than
online newspaper.

22
Question No.6:

Pop-ups and banner ads may limit the pleasure of reading online article.

About this question, information is shown in the following table at a glance-

Neither Total
Strongly Strongly
Question Agree agree nor Disagree Respondent/
agree Disagree
disagree percentage

Pop-ups and banner

ads may limit the
18 8 4 30
pleasure of reading
online article

% 60 26.66 0 13.33 0 100

Table No.6: Pop-ups and banner ads

The following is the graphical presentation of the data through bar chart:

Pop-ups and banner ads

120
100
100

80
60
60

40 26.66 30
18 13.33
20 8 4
0

Question
Pop-ups and banner ads may limit the pleasure of reading online article
%

Figure No.6: Pop-ups and banner ads

23
Findings and Analysis:

- From 30 respondents, 18 persons gave strongly agreement with this point. They think
Pop-ups and banner ads may limit the pleasure of reading online article
- 8 persons agree with this point.
- 4 persons give disagreement with this topic. They think its ok to give these ads. Because
people don‟t search ads willingly. When the ads are in front of news then it may have
created an eagerness to know about the information.

24
Question No.7:

Lack of authenticity, online newspaper may publish fake ads.

About this question, information is shown in the following table at a glance-

Neither Total
Strongly Strongly
Question Agree agree nor Disagree Respondent/p
agree Disagree
disagree ercentage

Lack of
authenticity,
online newspaper 12 10 4 4 30
may publish fake
ads

% 40 33.33 13.33 13.33 100

Table No. 7: Fake ads

The following is the graphical presentation of the data through bar chart:

Fake ads
120
100
100

80

60
40
40 33.33 30

20 12 10 13.33 13.33
4 4
0

Question Lack of authenticity, online newspaper may publish fake ads %

Figure No. 7: Fake ads

25
Findings and Analysis:

- From 30 respondents, 12 persons gave strongly agreement with this point. They think
lack of authenticity; online newspaper may publish fake ads.
- 10 persons agree with this point.
- 4 persons are in a neutral point. They don‟t have a strong agreement nor have a
disagreement on it.
- 4 persons give disagreement with this topic.

26
Question No.8:

Online advertisements that are visible above the fold may remain unseen.

About this question, information is shown in the following table at a glance-

Neither Total
Strongly Strongly
Question Agree agree nor Disagree Respondent/
agree Disagree
disagree percentage

Online
advertisements
that are visible
16 12 2 30
above the fold
may remain
unseen

% 53.33 40 0 6.66 0 100

Table No.8: Folding ads

The following is the graphical presentation of the data through bar chart:

Folding ads
120
100
100

80

60 53.33
40
40 30
16 12
20
2 6.66
0

Question
Online advertisements that are visible above the fold may remain unseen
%

Figure No.8: Folding ads

27
Findings and Analysis:

- From 30 respondents, 16 persons gave strongly agreement with this point. They think
online advertisements that are visible above the fold may remain unseen.
- 12 persons agree with this point.
- 2 persons give disagreement with this topic. They think these types of ads gave helpful
information. After or before reading, in one time they open the above ads folder.

28
Chapter - 5
Findings of the study
However, now the world is called internet world and the news source is emerging day by day,
after that the value of printing newspaper is not decreasing anyway.

After publishing printing newspaper, people are obvious love to read it and believe all the
publish ads. Now-a-days, Information is vast. Comparing credibility between printed and online
newspaper, there is remaining lack of authenticity.

For that, people read online newspaper; saw advertisements on that but become a consumer after
seeing ads on printed newspaper.

With online newspaper advertisement, there is a threat for attacking spam or viruses also. And it
is another credibility issues for reader.

Generally, students are like to read online newspaper ads most because of using electronic
devices easily. Their credibility on online advertisement is greater than other professionals.

29
Chapter - 6
Conclusion:
From the above analysis, it is clear that being a world of internet, the credibility of printed
newspaper advertisements is higher than the online newspaper. About credibility, authenticity,
truthfulness, reliability people believe on printed newspaper most.

Limitations:
It should be pointed out that this study has several limitations:

First, this study is based on a small sample required 30 respondents.

Second, to measure the credibility of online newspaper advertisements, it was needed to find
more online readers. But in the perspective of Bangladesh, most people are not habituating to
read online newspaper. That‟s why a big portion of population is not acquainted about the
positive consequence of online advertisements.

With comparing the world, Bangladesh is growing faster with internet. The new generation is
more efficient with electronic devices. They believe online ads more than printed newspaper.
The marketer who create these ads and publish through online newspaper, they need to keep
truthfulness and believability for products.

30
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Rieh, S. Y., & Hilligoss, B. (2007). College students‟ credibility judgments in the information
seeking process. In M. Metzger & A. Flanagin (Eds.), Digital media, youth, and credibility.
MacArthur Foundation Series on Digital Media and Learning (pp. 49–72). Cambridge, MA: The
MIT Press.

Isha Verma, (2014), ADVERTISING CREDIBILITY: A REVIEW OF LITERATURE,

GALAXY International Interdisciplinary Research Journal, Vol.2 (1).

Eisend, M. (2006). Source credibility dimensions in marketing communication-a generalized

solution. Journal of Empirical Generalizations in Marketing, 10(2), 1-33.

Metzger, M. J., Flanagin, A. J., Eyal, K., Lemus, D., & McCann, R. (2003). Credibility in the
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Appendix
Questionnaire for ‘Measure the credibility of Online Newspaper Advertisement’

The purpose of this questionnaire is to gather information about the credibility of „Online
Newspaper Advertisement‟. The results from this questionnaire will assist me to measure this
credibility.

Thank you for taking the time to complete my survey and please answer every questionnaire in
order for me to gain reliable information.

Age:

Gender: Profession:

1) You read online Newspaper in a basis of

a) Daily b) Weekly
2) In online newspaper, which topic you would like to read?
National _______
Politics _______
International _______
Sports _______
Lifestyle _______
Literature _______
Other (Please Specify) _________

Instructions:

Listed here are different opinions about „Online Newspaper Advertisements‟. Please indicate
how strongly you agree or disagree with each by using the following scale:

1=Strongly disagree
2=Disagree
3= Neither agree nor disagree
4=Agree
5=Strongly agree

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 Questionnaire for measure the Strongly Agree Neither Disagree Strongly
credibility of online newspaper agree (5) (4) agree nor (2) Disagree
advertisement disagree (1)
(3)
1 Online newspaper advertisements
carrying „Truthfulness‟

2 Online Newspaper advertisements is

believable rather than printed
newspaper
3 Online newspaper advertisements
information is trustable

4 Online Newspaper advertisements is a

reliable source for marketing of any
kind of products
5 Advertisements in Online Newspaper
may have affected you throw spam or
viruses
6 Pop-ups and banner ads may limit the
pleasure of reading online article

7 Lack of authenticity, online newspaper

may publish fake ads

8 Online advertisements that are visible

above the fold may remain unseen

33