Survival of Chinese-Language Media in Africa: Media Credibility or Brand Equity?

The coronavirus (Covid-19) outbreak is causing economic hardship for almost all sectors including media outlets operating in foreign countries. Focusing on The Oriental Post , a Chinese-language media published in Africa, this study aims to uncover how it can survive the pandemic. In doing so, this study integrates concepts and theories from journalism and advertising practice to explore the effects of media credibility and brand equity on its consumers’ media buying intention-the main source of media’s income. An online survey was conducted on Chinese expatriates. Most of them run businesses in pan-African countries and are potential buyers of space of The Oriental Post. A total of 277 valid responses were gathered and the data was later analyzed using multiple regression. The results show that both dimensions of consumer-based brand equity namely perceived quality and brand loyalty significantly predicted media buying intention. Contrary to past research, this study found that media credibility had no effect on media buying intention, but it was significantly related to brand equity. The results have some theoretical and managerial implications. First, it enhanced the literature on media credibility and tested it as a precedent to rarely studied media buying in the Africa context. Also, for Chinese media to survive the pandemic, the study suggests they should report more salient news closely related to readers’ lives and business operating policies and regulations, ensure reliable news and service quality, and strengthen the bonding with readers/customers through different events and public activities to increase its exposure and customers’ loyalty