Effect of television adverts on children’s purchase behaviour: Evidence from Ghana

Bamfo, Bylon Abeeku; Kraa, Jerry Jay; Asabere, Perdita; Atarah, Bede Akorige

doi:10.1080/23311975.2019.1614740

Cited by 7 publications

(4 citation statements)

References 35 publications

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“…Ono što je važno je da raspolažu sa dosta većim novčanim sredstvima nego ranije i mnogo su slobodniji da taj novac samostalno troše. Važnost dečijeg tržišta najlakše je objasniti opisom njegove strukture: 1 1. Deca kao primarno tržište -šta deca kupuju svojim novcem; 2.…”

Section: Teorijski Okvir Istraživanjaunclassified

Methodological aspects of observing children as consumers: Research on students in Tuzla canton

Bešlagić

2023

Marketing

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The aim of the research is to determine methodological and practical problems in researching shopping habits and marketing aspects of children's behavior. The relationship of children as consumers towards family, society and the environment was investigated. The paper tried to explain the way in which children as consumers perceive and understand the purpose of advertising, which is related to children's shopping behavior. The impact of integrated marketing communications on the buying habits of children as consumers was examined. Primary data were used to test the set hypotheses. As part of the empirical research, data were collected using the test method, based on a multi-stage random sample. The data were collected with the presence of the teacher and the prior consent of one of the parents. By identifying and explaining the key determinants of children's behavior as consumers, it was observed that children want to participate themselves in the choice of what is offered to them. Media advertising can no longer address their parents, because the situation has changed due to the fact that children are usually the ones who influence the final purchase. Tuzla Canton, as the geographical area of the conducted research, represents a limitation of the research, and as a recommendation for further research into the observation of children as consumers, it should be focused on the entire area of Bosnia and Herzegovina.

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Section: Teorijski Okvir Istraživanjaunclassified

Methodological aspects of observing children as consumers: Research on students in Tuzla canton

Bešlagić

2023

Marketing

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“…Therefore, children's attention level on viewing television advertisements can lead to children's product requests. Thus, children force parents to purchase unneeded items after seeing advertisements (Bamfo et al, 2019). Sound elements are essential in attracting children's attention.…”

Section: Figure 1 Advertising Message Processing Schemementioning

confidence: 99%

The influence of advertising on children's buying behaviour: a case study in Slovakia

Hajduová

Hutmanova

Jusko

et al. 2021

MMI

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Advertising is an essential tool in influencing the customer's buying behavior. However, customers tend to have various levels of understanding and decoding advertising messages. Even though children do not have purchasing power themselves, they still create a key customer segment that can influence the purchase decision of the whole family. The paper focuses on how media usage by children and their attitudes towards advertisements determines their buying behavior. The main purpose of the research is to present and describe how children's advertising literacy develops and its connection with the concept of the theory of mind. The relevance of the decision of this scientific problem is that according to several types of research, children are increasingly targeted through various advertising media. Even though their advertising literacy is not fully developed yet. However, nowadays, there is a growing importance of media in our lives and a need to socialize children as consumers because they represent a huge market for advertisers. An empirical study was carried out by designing a questionnaire filled by Slovak children between the ages of 11 and 15. The advertising impact and the degree of impact of the selected types of advertising media on children's consumer behavior were evaluated. The study involved the online method of computer-assisted web interviewing to investigate the influence of advertising media. The authors assessed the degree of the disruptive effect of the selected advertising media on children and the perception of a chosen medium within gender. The most and the least influential type of media were identified. The findings showed no significant difference within gender in the case of advertising media perception by children. The research empirically confirmed and theoretically proved commercial messages aimed at children through different kinds of traditional and electronic media. According to the results, children's buying behavior is mostly influenced by advertising on social media platforms. This type of media mostly integrates sponsored content which has a huge influence on decision making and forming future preferences. The research results can be helpful for further research of commercial messages of social media aimed at children and how those messages affect the whole family and children's future preferences.

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“…The significant role of advertising for marketers is mainly to grab attention to the advertised brand, to deliver information about the product which creates awareness and to develop favorable attitudes and purchase intentions towards the advertised brands all these benefits make marketers more cautious about their advertising techniques in order to succeed in today's highly competitive environment (Bamfo et al, 2019).…”

Section: Literature Reviewmentioning

confidence: 99%

An Experimental Investigation of the Impact of Different Advertising Formats on Children’s Attitudes’ Towards Sports Brands

Yousif

Tarek

Kortam

2021

IJMCNM

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The study aims to investigate children’s attitude towards different advertising formats including TV ads, in-movie product placement and in-game advertisements, using a web-based between subjects’ experimental design among a sample of Egyptian children aged between 6 to 13 years. Children’s attitude development by advertising efforts is considered under investigated in literature particularly in Arab cultures and as they are considered as powerful influencers to parents’ purchase decisions, the study contributes to a better understanding of children’s attitudes that will guide mangers in making wiser advertising budget allocation. The results showed that there is a significant different impact of the investigated advertising formats on children’s attitude towards sports brands with higher cognitive, affective and behavioral responses resulted from the exposure to traditional video advertising compared to in- movie product placement and in-game advertisements.

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Effect of television adverts on children’s purchase behaviour: Evidence from Ghana

Cited by 7 publications

References 35 publications

Methodological aspects of observing children as consumers: Research on students in Tuzla canton

Methodological aspects of observing children as consumers: Research on students in Tuzla canton

The influence of advertising on children's buying behaviour: a case study in Slovakia

An Experimental Investigation of the Impact of Different Advertising Formats on Children’s Attitudes’ Towards Sports Brands

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