The future of newspapers: an analysis from the consumer’s perspective
Linha de Pesquisa Formação, Crescimento e Transformação de Sistemas de Negócio, Organizacionais e Sócio-Econômicos
Autor(es) Roberto Nogueira, José Afonso Mazzon, Paula Chimenti, Marco Rodrigues
Journal of Marketing Trends, v. 2, p. 77-82, Abstract: The newspaper industry faces the most significant transformation process since its inception in the sixteenth century. Emerging new media compete for both people’s attention and advertisers’ budgets, creating an increasingly challenging environment. Survey conducted in Brazil using structural equation modeling showed that control and trust constructs mediated by content and services explain newspapers’ consumer satisfaction. Significant differences were found among consumers of print paper and newspaper websites coefficients. Based on the results are discussed and shown several strategic implications for the future of this industry, such as segmented customers and advertisers with strong effort based on customer relationship management.