News Paywalls: Greek Audiences’ Attitudes Toward Paying for Online Newspapers and Magazines

Aikaterini Stavrianea (), Athanasios Papathanasopoulos, Christina Georgopoulou, Irene Kamenidou and Spyridon Mamalis
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Aikaterini Stavrianea: National and Kapodistrian University of Athens
Athanasios Papathanasopoulos: National and Kapodistrian University of Athens
Christina Georgopoulou: National and Kapodistrian University of Athens
Irene Kamenidou: Democritus University of Thrace
Spyridon Mamalis: Democritus University of Thrace

A chapter in Strategic Innovative Marketing and Tourism, 2025, pp 239-244 from Springer

Abstract: Abstract The significant shift toward the consumption of news media content on online platforms presents considerable challenges for news media organizations. Online news providers face challenges in enticing audiences to read content behind their paywalls, aiming to enhance advertising revenue with additional income. This raises important questions regarding consumer perceptions of paying for online news content that was previously accessible at no cost, as well as how these influence their payment behavior. The current study examines the perceptions of Greek users regarding paywalls of media organization and explores their preferences and the factors that are associated with the intention to buy content. Quantitative research on a convenient sample (N = 280) was used with an online questionnaire. The findings of the research reveal the audiences’ preferences regarding the type of news content, the factors that influence their intention to purchase and the role that trust toward the online news provider plays. The results have both theoretical implications as they add to the academic research in the field and provide managerial guidelines for online media organizations who need such information to better understand consumers’ needs and plan marketing strategies and tactics to make their customers more willing to pay for news content.

Keywords: Paywalls; Online Newspapers and Magazines; Marketing Communications (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-3-031-81962-9_26

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DOI: 10.1007/978-3-031-81962-9_26

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