The Influence of Advertising on Children´s Buying Behaviour: A Case Study in Slovakia

Advertising is a very important tool in influencing the customer´s buying behaviour. 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. We analyze the development of their advertising literacy and the most important predictors of this development. The empirical study was carried out by designing a questionnaire which was filled by Slovak children between the age of 11 and 15. We evaluated the impact of advertising and the degree of influence of the selected types of advertising media on children's consumer behavior. We also evaluated the degree of the disruptive effect of the selected types of advertising media on children and the perception of a selected medium within gender. We identified the most and the least influential type of media and we found out that there is no significant difference within gender in the case of advertising media perception by children. According to the results, we can state that children´s buying behaviour is mostly influenced by advertising on social media platforms. Therefore, the study recommends for marketers also take into account children as consumers when they employ an advertising strategy on social media.

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

Marketing and Management of Innovations ◽

10.21272/mmi.2021.3-17 ◽

2021 ◽

Vol 5 (3) ◽

pp. 199-210

Author(s):

Zuzana Hajduova ◽

Nikoleta Hutmanova ◽

Lubor Jusko ◽

Ludovít Molitoris

Keyword(s):

Social Media ◽

Computer Assisted ◽

Disruptive Effect ◽

Buying Behavior ◽

Significant Difference ◽

Customer Segment ◽

Social Media Platforms ◽

Buying Behaviour ◽

Advertising Literacy ◽

Commercial Messages

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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Social Media Usage and Development of Psychiatric Disorders in Childhood and Adolescence: A Review

Frontiers in Psychiatry ◽

10.3389/fpsyt.2020.508595 ◽

2021 ◽

Vol 11 ◽

Author(s):

Ilaria Cataldo ◽

Bruno Lepri ◽

Michelle Jin Yee Neoh ◽

Gianluca Esposito

Keyword(s):

Social Media ◽

Social Life ◽

Developmental Stages ◽

Clinical Work ◽

Childhood And Adolescence ◽

Media Usage ◽

Social Media Platforms ◽

Use Of Social Media ◽

Multidisciplinary Perspective ◽

The Impact

Social media platforms, such as Facebook, Twitter, and Instagram, are now part of almost everyone's social life, especially for the newer generations. Children and teenagers grew up together with these Internet-based services, which have become an integral part of their personal and social life. However, as reported in various studies, psychological and psychiatric problems are sometimes associated with problematic usage of social media. The primary purpose of this review is to provide an overview of the cognitive, psychological, and social outcomes correlated with a problematic use of social media sites during the developmental stages, from age 10 to 19 years. With a specific focus on depression, anxiety, eating, and neurodevelopmental disorders, the review also discusses evidence related to genetic and neurobiological issues, together with the implications in clinical work and future directions under a multidisciplinary perspective. While the scientific community has made significant progress in enhancing our understanding of the impact of social media on teenagers' lives, more research integrating biological and environmental factors is required to fully elucidate the development of these disorders.

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Examination of Fear of Missing Out (FOMO) States of Students Who Study at the School of Physical Education and Sports in Terms of Some Variables

10.31219/osf.io/2fbgq ◽

2021 ◽

Author(s):

Mehmet Ali Ceyhan ◽

Zekai Çakir

Keyword(s):

Social Media ◽

Behavioral Correlates ◽

Sports Activity ◽

Fear Of Missing Out ◽

Media Usage ◽

Social Settings ◽

Significant Difference ◽

Social Media Platforms ◽

Sports Sciences ◽

One Way Anova

The aim of this study is to examine the frequency rate of FOMO (Fear of Missing Out) in both male and female students under some variables. Social media platforms which became an inseparable part of daily life have caused individuals to spend more time in the virtual world. From Sports Sciences, a total of 465 students (274 males and 191 females) who study in different departments and who are in different grades have participated in the present study which is pretty limited availably in Turkish in the literature. In the research, "Fear of Missing Out in Social Settings Scale" the Turkish version that is adapted by (Gökler et al., 2016) of the scale “Motivational, emotional, and behavioral correlates of fear of missing out" which is developed by (Przybylski, 2013) was used as a data collection tool. In the present study, statistical analysis of data has been performed through SPSS 26 program, t-tests, and One Way ANOVA tests. According to T-test results of FOMO averages based on sex, no significant difference has been found. It has been established that students who are not engaged in any sports activity (X=4.05) have a higher rate of FOMO on social media as compared to those who play sports (X=2.95), it has been established that students who check their phones right after they wake up (X=3.70) and students who spend time with their phones before sleeping (X=3.75) have higher FOMO averages as compared to those who don't check (X=3.40) or spend time with their phones(X=3,42). A significant difference has been detected (p>0.05). According to One Way ANOVA Post-toc tests which were based on daily social media usage durations and departments of the students. No significant difference has been established FOMO levels of students based on the grade they are in and the number of social media they own.

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The Digital Dilemma: Perspectives From Otolaryngology Residency Applicants on Social Media

Annals of Otology Rhinology & Laryngology ◽

10.1177/00034894211050625 ◽

2021 ◽

pp. 000348942110506

Author(s):

Ankita Patro ◽

Kelly C. Landeen ◽

Madelyn N. Stevens ◽

Nathan D. Cass ◽

David S. Haynes

Keyword(s):

Social Media ◽

Demographic Variables ◽

Descriptive Statistics ◽

Medical Community ◽

Residency Programs ◽

Home Program ◽

Media Usage ◽

Rank List ◽

Social Media Platforms ◽

The Impact

Objective: To evaluate the impact of otolaryngology programs’ social media on residency candidates in the 2020 to 2021 application cycle. Methods: An anonymous survey was distributed via Otomatch, Headmirror, and word of mouth to otolaryngology residency applicants in the 2021 Match. Survey items included demographics, social media usage, and impact of programs’ social media on applicant perception and ranking. Descriptive statistics were performed, and responses based on demographic variables were compared using Fisher’s exact and Mann-Whitney U tests. Results: Of 64 included respondents, nearly all (61/64, 95%) used Facebook, Instagram, and/or Twitter for personal and/or professional purposes. Applicants (59/64, 92%) most commonly researched otolaryngology residency programs on Instagram (55/59, 93%) and Twitter (36/59, 61%), with younger ( P = .023) and female ( P = .043) applicants being more likely to engage with programs on Instagram. Program accounts were most helpful in showcasing program culture (50/59, 85%) and highlighting its location (34/59, 58%). Nearly one third (19/59, 32%) reported that social media impacted their rank list. Age, gender, reapplication, home program status, or time taken off before and/or during medical school did not significantly influence social media’s usefulness in the application cycle. Conclusion: Social media platforms like Instagram and Twitter are frequently used by applicants to assess otolaryngology residency programs. Programs’ social media accounts effectively demonstrate program culture and affect applicants’ rank lists. As social media usage continues to rise in the medical community, these findings can help otolaryngology residency programs craft a beneficial online presence that aids in recruitment, networking, and education.

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Green Marketing: A Descriptive Analysis of its Influence on Consumer Buying Behavior

IRA-International Journal of Management & Social Sciences (ISSN 2455-2267) ◽

10.21013/jmss.v17.n2.p5 ◽

2021 ◽

Vol 17 (2) ◽

pp. 56

Author(s):

Fhrizz S. De Jesus ◽

Jeverlyn B. Ramos ◽

Mariel T. Cunanan

Keyword(s):

Negative Impact ◽

Descriptive Analysis ◽

Environmental Conservation ◽

Green Marketing ◽

Marketing Concept ◽

Buying Behavior ◽

Marketing Practice ◽

Social Media Platforms ◽

Buying Behaviour ◽

The Impact

Green marketing has become a very important marketing concept in recent years, and it has proven to be effective in promoting and reinforcing the concept of environmental conservation and sustainable development. The objective of this descriptive study was to determine the influence of green marketing on buying behaviour of consumers and their views and expectations towards green product and this study aim to assist consumers in Palayan City, Philippines by raising product awareness through ads, with the goal of changing individual purchasing habits, which can have an effect on environmental welfare and also to understand environmental friendly products' availability and the impact of advertisers' marketing campaigns in relation to consumers. As to its findings, most of the respondent agreed that humans must live in harmony with nature in order to survive. Also, the respondents believed that no consumers or buyers should frequently buy which can be refilled, and they are highly in favour that they feel good about buying green brands causing less damage to our environment. It also revealed that using an eco-friendly product has the most impact of green marketing on consumer buying decision that contributes for the environment safety, they encourage patronizing green marketing and using eco-friendly products to lessen the negative impact in our environment. Finally, the researchers recommend strengthening the campaign on green marketing practice through the use of different social media platforms. These platforms will help to connect with the customers and increase awareness of the crisis facing by the environment.

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Examination of Fear of Missing Out (FOMO) States of Students Who Study at the School of Physical Education and Sports in Terms of Some Variables

Education Quarterly Reviews ◽

10.31014/aior.1993.04.04.404 ◽

2021 ◽

Vol 4 (4) ◽

Author(s):

Mehmet Ali Ceyhan ◽

◽

Zekai Çakir

Keyword(s):

Social Media ◽

Behavioral Correlates ◽

Sports Activity ◽

Fear Of Missing Out ◽

Media Usage ◽

Social Settings ◽

Significant Difference ◽

Social Media Platforms ◽

Sports Sciences ◽

One Way Anova

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Social Media Mining

Encyclopedia of Organizational Knowledge, Administration, and Technology - Advances in Logistics, Operations, and Management Science ◽

10.4018/978-1-7998-3473-1.ch149 ◽

2021 ◽

pp. 2153-2165

Author(s):

Roberto Marmo

Keyword(s):

Social Media ◽

Use Cases ◽

Buying Behavior ◽

Systematic Analysis ◽

Social Media Mining ◽

Media Usage ◽

Processing Data ◽

Social Media Platforms ◽

Online Buying ◽

Media Mining

Individuals produce a large amount of freely available data by interacting, sharing, and consuming content through social media. Social Media Mining is a systematic analysis of information generated from social media. Therefore, it is possible to known media usage, online behaviors, sharing of content, connections between individuals, online buying behavior, etc. These patterns and trends are of interest to organizations, brand, businesses, marketers, sociologists etc. This chapter aims to introduces to the concepts of social media mining, processes and tools involved in mining and processing data from social media platforms, as well as the importance, privacy, challenges, and use cases.

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SOCIAL MEDIA AND GREEN CONSUMPTION BEHAVIOR OF MILLENNIALS

Journal of Content Community and Communication ◽

10.31620/jccc.06.20/16 ◽

2020 ◽

Vol 11 (10) ◽

pp. 221-230

Keyword(s):

Social Media ◽

Purchase Intention ◽

Structural Equation ◽

Purchase Intentions ◽

Green Consumption ◽

Media Usage ◽

Reliable Source ◽

Consumption Practices ◽

Social Media Platforms ◽

The Impact

Globalization and economic growth have brought substantial shifts in consumption practices, production and technology revolution in the wake of sudden spurt of social media usage among young consumers. The social media platforms have become a reliable source of communication with consumers and are shaping consumers' purchase intentions. Therefore, a framework was developed to explain and empirically verify the factors shaping green purchase intentions. Three factors Social media usage, Interpersonal Influence and E-WOM have been taken as exogenous variables. The model was tested and validated statistically with the help of structural equation modelling. Total of 500 respondents was sampled to collect the data. All four hypotheses were found to be statistically significant. The impact of social media usage was found to be most influential on purchase intention. The findings of the study will aid marketers to better understand how social media plays an important role in shaping consumers' purchase intentions and how social media can be leveraged in a better way to encourage green consumption among millennials.

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The Impact of Social Media on Impulse Buying Behaviour in Hyderabad Sindh Pakistan

International Journal of Entrepreneurial Research ◽

10.31580/ijer.v2i2.907 ◽

2019 ◽

Vol 2 (2) ◽

pp. 8-12 ◽

Cited By ~ 1

Author(s):

Aliz Ahmed Khokhar ◽

Pir Abu baker Qureshi ◽

Farman Murtaza ◽

Abdul Ghafoor Kazi

Keyword(s):

Social Media ◽

Impulse Buying ◽

Buying Behavior ◽

Network Marketing ◽

Factors Affecting ◽

Online Retailers ◽

Impulsive Buying ◽

Buying Behaviour ◽

The Impact ◽

The Relationship

In the past few years, the interest in the impulsive buying behavior has been increase and it has provoked the interests of organizations and researchers to understand the psychological strengths behind this behavior. The main objective of this study was to study the impact of social media on Impulse buying behavior of customers in Hyderabad region and to analyze the important factors affecting impulsive buying behavior of customers. The research design of this study was explanatory and descriptive in nature. Regression Analysis was used to find the relationship between the variables (Social Network Marketing, Hedonic Motivation, electronic word-of-mouth, Trust and Impulsive Buying Behavior). The results showed that Social Media does have a positive and significant impact on the Impulsive Buying Behavior of the customers. Therefore, online retailers and marketers should understand the importance of social media for encouraging the online impulsive buying of the consumers.

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1414. #Vaccine Twitter Influencers: is it Just About Reach and Followers?

Open Forum Infectious Diseases ◽

10.1093/ofid/ofaa439.1596 ◽

2020 ◽

Vol 7 (Supplement_1) ◽

pp. S714-S715

Author(s):

Jean-Etienne Poirrier ◽

Theodore Caputi ◽

John Ayers ◽

Mark Dredze ◽

Sara Poston ◽

...

Keyword(s):

United States ◽

Social Media ◽

Standard Deviation ◽

Small Proportion ◽

The United States ◽

Research Support ◽

Policy Makers ◽

Media Messages ◽

Social Media Platforms ◽

The Impact

Abstract Background A small number of powerful users (“influencers”) dominates conversations on social media platforms: less than 1% of Twitter accounts have at least 3,000 followers and even fewer have hundreds of thousands or millions of followers. Beyond simple metrics (number of tweets, retweets...) little is known about these “influencers”, particularly in relation to their role in shaping online narratives about vaccines. Our goal was to describe influential Twitter accounts that are driving conversations about vaccines and present new metrics of influence. Methods Using publicly-available data from Twitter, we selected posts from 1-Jan-2016 to 31-Dec-2018 and extracted the top 5% of accounts tweeting about vaccines with the most followers. Using automated classifiers, we determined the location of these accounts, and grouped them into those that primarily tweet pro- versus anti-vaccine content. We further characterized the demographics of these influencer accounts. Results From 25,381 vaccine-related tweets available in our sample representing 10,607 users, 530 accounts represented the top 5% by number of followers. These accounts had on average 1,608,637 followers (standard deviation=5,063,421) and 340,390 median followers. Among the accounts for which sentiment was successfully estimated by the classifier, 10.4% (n=55) posted anti-vaccine content and 33.6% (n=178) posted pro-vaccine content. Of the 55 anti-vaccine accounts, 50% (n=18) of the accounts for which location was successfully determined were from the United States. Of the 178 pro-vaccine accounts, 42.5% (n=54) were from the United States. Conclusion This study showed that only a small proportion of Twitter accounts (A) post about vaccines and (B) have a high follower count and post anti-vaccine content. Further analysis of these users may help researchers and policy makers better understand how to amplify the impact of pro-vaccine social media messages. Disclosures Jean-Etienne Poirrier, PhD, MBA, The GSK group of companies (Employee, Shareholder) Theodore Caputi, PhD, Good Analytics Inc. (Consultant) John Ayers, PhD, GSK (Grant/Research Support) Mark Dredze, PhD, Bloomberg LP (Consultant)Good Analytics (Consultant) Sara Poston, PharmD, The GlaxoSmithKline group of companies (Employee, Shareholder) Cosmina Hogea, PhD, GlaxoSmithKline (Employee, Shareholder)

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