Promotion of Digital News Media: How Age Contributes to Readers’ Preferences

Abstract

AbstractIn our contemporary, diverse, media-rich landscape, consumers employ a variety of avenues in order to acquire information, including conventional media outlets as well as news platforms and social networking sites. The primary aim of this study is to investigate the choices and inclinations of the current digital news viewers and users in Greece, whilst also making reference to the relevant and numerous social platforms. The research is also concerned with “influencers” and with their utilization, whilst attempting to discern potential differences in usage based on the age demographic of users. An online survey was used. 305 individuals formed the quantitative research convenience sample. Descriptive statistics and One-Way Anova were employed. Results revealed significant differences between age groups and social media preferences regarding news information as well as regarding the collaboration of a digital news media with influencers. Significant implications, both at a theoretical and practical level are evident in this work. On a theoretical level, it contributes to the existing literature by adding new information on the current topic of the promotion of digital news media. Practically, digital news media publishers and managers can formulate proposals based on more in -depth information about users’ preferences in order to increase their business acumen and success.