Focus: Consumer Attitudes

Abstract: This study examined the perceptions of media roles among journalism students in Serbia and Croatia (N=401). The results showed that the most important were citizen-oriented and watchdog roles and that they were positively predicted by hard news orientation, whereas consumer and loyal roles were least important. Consumer role was positively predicted by the soft […]

Abstract: The role of media context in advertising engagement has been the subject of interest for advertisers and media practitioners over the past 50 years. However, there remains a lack of understanding and clarity on the relationship between media context and ad effectiveness. To unify previous literature and provide a bigger picture of the relationship, […]