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

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.

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

2021 ◽  
Author(s):  
Nikoleta Hutmanova ◽  
Zuzana Hajduova ◽  
Ľubor Jusko ◽  
Ľudovít Molitoris
Keyword(s):  
Social Media ◽  
Disruptive Effect ◽  
Buying Behavior ◽  
Media Usage ◽  
Significant Difference ◽  
Customer Segment ◽  
Social Media Platforms ◽  
Buying Behaviour ◽  
Advertising Literacy ◽  
The Impact

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.

scholarly journals The Changes in Online Buying Intention as a Determinant of Behavior During COVID-19 Pandemic in the Ready-Made Garments Industry in Egypt

2021 ◽  
Vol 16 (5) ◽  
pp. 1
Author(s):  
Ashraf Elsafty ◽  
Marwa Elshahed
Keyword(s):  
Social Media ◽  
Technology Acceptance ◽  
College Education ◽  
Secondary Data ◽  
Primary Data ◽  
The Internet ◽  
Buying Behavior ◽  
Work From Home ◽  
Customer Segment ◽  
Online Buying

During 2020, in the time of the COVID-19 during and after lockdown. Governments are imposing lockdown and shutdown for all activities/services inside the country to reduce the spread of the previously mentioned pandemic including international flights. Major factories and manufacturers had stopped for months during the pandemic which led to having thousands of people with no salaries. Major companies resorted to work from home procedures whenever they can to keep the business going. This research will focus on the Online buying intention that eventually leads to buying behavior of Ready-made Garments in Egypt over the internet and social media, such as Facebook and Instagram to be specific. Readymade garment industry has started booming with the spread of e-commerce, especially with the influence of social media. Paper focuses on the area of greater Cairo and its resident customer segment of readymade garments, focusing on middle and upper social with minimum college education, who are also well-enabled with the needed resources to purchase products via the Internet. The primary data was collected through Customer Interviews that were conducted through online questionnaires that resulted in the observation of COVID-19 as a catalyst for online shopping intention as a determinant of behavior since 32.5 % of the respondents increased their buying frequency during the lockdown. The secondary data was collected through the review of previous researches, models and cases. Although the Online Buying Behavior is relatively a new phenomenon, the Buying behavior is quite rich with theories, a theoretical framework was proposed for the study of the online buying intention as a determinant of behavior that is based on Technology Acceptance Model (TAM) by Davis (1989) and 2 variables from Nayyar & Gupta (2011) along with 2 moderating variables which are eWOM & Psychological Factors and a mediating variable which is COVID-19.

scholarly journals Influence of Social Media on the Indian Population’s Perception of Orthodontic-Related Posts: A Mixed Method Analysis

2021 ◽  
pp. 030157422110262
Author(s):  
Tarulatha R Shyagali ◽  
Ayesha Rathore ◽  
Abhishek Gupta ◽  
Anil Tiwari ◽  
Shanya Kapoor ◽  
...  
Keyword(s):  
Social Media ◽  
Orthodontic Treatment ◽  
Chi Square ◽  
Fully Integrated ◽  
Significant Difference ◽  
Social Media Platforms ◽  
Chi Square Test ◽  
Method Analysis ◽  
Insight Into

Introduction: In little more than a decade, social media has gone from being an entertainment source to a fully integrated part of nearly every aspect of daily life. This study aimed to provide an insight into how orthodontics-related social media posts are looked upon by the Indian population. Material and Methods: Orthodontics-related social media posts were analyzed for the number of likes, shares, and comments. Comments were also scrutinized for determining whether they were appreciation comments or enquiries related to orthodontic treatment and procedure. Posts were collected from 3 platforms: Twitter, Facebook, and Instagram. A mixed-methods approach was applied. First, all posts were structured according to a quantitative content analysis. Subsequently, qualitative analysis was performed to detect potential differences between the quality of response to posts on Twitter, Facebook, and Instagram. Using one-way ANOVA test, differences in the data were tabulated. A Chi- Square test was used to analyze the qualitative differences in the comments, which were scrutinized to check if they were appreciation comments or enquiries/doubts related to the posts. Results: There was a significant difference between the numbers of likes, shares, and comments. Appreciation comments were more in number than enquiries. Instagram had the maximum number of likes, followed by Facebook and Twitter ( P < .00001). Facebook had more shares in comparison to Twitter. Upon an analysis done on the number of comments, Facebook was found to have the highest number of comments, followed by Instagram and Twitter. All the results were significant, with P < .00001. Conclusion: It can be concluded that social media awareness related to orthodontics posts among Indians is gaining pace, and a lot can be achieved using these social media platforms to spread awareness related to orthodontic treatment.

scholarly journals Perceived Impact of Social Media on Panic Buying: An Online Cross-Sectional Survey in Iraqi Kurdistan

2021 ◽  
Vol 9 ◽  
Author(s):  
S.M. Yasir Arafat ◽  
Araz Ramazan Ahmad ◽  
Hersh Rasool Murad ◽  
Hardawan Mahmoud Kakashekh
Keyword(s):  
Social Media ◽  
Statistical Correlation ◽  
Bachelor's Degree ◽  
Buying Behavior ◽  
Cross Sectional Survey ◽  
Cross Sectional ◽  
Public Health Emergencies ◽  
Iraqi Kurdistan ◽  
Social Media Platforms ◽  
Perceived Impact

Background: Social media has an impact on panic buying by creating fear, disseminating pictures, and videos of people purchasing extra goods in a state of panic during the COVID-19 pandemic.Aim: We aimed to evaluate the perceived impact of social media on panic buying behaviors in the Iraqi Kurdistan region.Methods: This cross-sectional survey was conducted from October 10 to November 25, 2020. A self-reported instrument was designed in English and then translated to the Kurdish Language to conduct the study. It was disseminated through social media platforms (Facebook, Viber, and WhatsApp) and e-mail, via a link, and 466 responses were collected from social media users. The statistical computations were performed using SPSS version 21.Results: The majority of respondents were male (62.2%), were &lt;25 years old (43.9%), and had completed their bachelor's degree (53.9%), and most of the respondents (86.3%) used Facebook. Among the respondents, 42.1% were involved in panic buying, 32.8% of the respondents thought that social media platforms had an influence on panic buying, 86.1% of the respondents thought that social media should be sensible while reporting it, 88.4% thought that the reporting should be controlled, and 78.5% thought that photos of empty shelves should be avoided. There was a significant positive statistical correlation (r = 0.84) between social media use and panic buying among consumers during the COVID-19 pandemic in Iraqi Kurdistan (p = &lt;0.001).Conclusion: This research assessed how social media affects buying behavior, particularly in Iraq. Collective measures, such as sensible use and adequate media literacy, are needed to prevent such behaviors at least during public health emergencies.

scholarly journals Social Media and Academic Impact: Do Early Tweets Correlate With Future Citations?

2021 ◽  
pp. 014556132110421
Author(s):  
Nilan G. Vaghjiani ◽  
Vatsal Lal ◽  
Nima Vahidi ◽  
Ali Ebadi ◽  
Matthew Carli ◽  
...  
Keyword(s):  
Social Media ◽  
Citation Rate ◽  
Cross Sectional Study ◽  
Academic Impact ◽  
Cross Sectional ◽  
Significant Difference ◽  
Social Media Platforms ◽  
The Mean ◽  
The Difference ◽  
Number Of Citations

Objective: Determine whether social media platforms can influence article impact as measured by citations. Methods: Cross-sectional study that analyzed articles published in the top 10 otolaryngology journals by Eigenfactor score in January 2015. Total accumulated Twitter mentions and citations were recorded in 2021. The main outcomes examined the difference in citations, tweets, article types, and author counts accumulated over a 5-year period for all articles that were either tweeted or nontweeted. Results: A total of 3094 articles were included for analysis. The average article was cited 11.2 ± 13.2 times and tweeted 2.10 ± 4.0 times. Sixty-four percent of the articles had at least one tweet. Over the study period, there was a statistically significant difference in mean number of citations between tweeted articles (12.1 ± 15.0) versus nontweeted articles (9.6 ± 10.5) citations, representing a 26% difference ( P < .001). Review articles had the highest mean citations (19.4 ± 23.4) while editorials had the lowest mean citations (2.8 ± 6.9). Tweets peaked in the year of publication, but citations continued to rise in the subsequent years. Tweeted articles’ peak citation rate change was +1.27 mean citations per year, compared to +0.99 mean citations per year in nontweeted articles. The mean author count in tweeted articles (5.40 ± 3.1) was not significantly different than the mean author count in nontweeted articles (5.19 ± 2.65, P = .0794). Conclusion: These data suggest a moderate correlation between tweets and article citations, but a clear difference in the number of citations in articles tweeted versus those with no tweets. Thus, dissemination of knowledge may be impacted by social medial platforms such as Twitter.

scholarly journals ROLE OF FACEBOOK VIDEO ADVERTISEMENTS IN INFLUENCING THE IMPULSIVE BUYING BEHAVIOR OF CONSUMERS

2020 ◽  
Vol 11 (10) ◽  
pp. 231-246
Keyword(s):  
Social Media ◽  
Service Providers ◽  
Primary Data ◽  
Buying Behavior ◽  
Descriptive Research ◽  
Impulsive Buying ◽  
Spss Software ◽  
Buying Behaviour ◽  
The Relationship

The purpose of this study is to empirically investigate the role of Facebook video advertisements in influencing the impulsive buying behaviour of consumers. Social media facilitates global interaction among its users through their experiences and ideas. Social media has today become one of the greatest marketplaces for products and service providers in promoting their brands. This study has developed a conceptual framework in order to identify how video advertisements influence the impulsive buying behaviour of consumers. The model has been tested empirically through the collection of quantitative primary data. The data has been collected from Indian consumers who have a Facebook account and use it frequently. Descriptive research design has been employed in this study. The collected data has been subject to statistical analysis through SPSS software. In addition to identifying the relationship between video advertisements and Impulsive buying behaviour of consumers, this study also attempts to examine the role of the demographic characters of the consumers in moderating the relationship between the proposed variables. The results of the study reveal that social media video advertisements influence the cognitive and affective aspects of impulsive buying behaviour of consumers. Further, the results revealed that the relationship between social media video advertisements and impulsive buying behaviour of consumers is moderated by the demographic characteristics namely age, gender and social status of the consumers.

scholarly journals 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

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&gt;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.

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

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.

scholarly journals ‘ANNE GOES ROGUE FOR ABORTION RIGHTS!’ EXPLORING DISCURSIVE MATERIALIZATION ACROSS AND BEYOND ONLINE PLATFORMS

2020 ◽  
Author(s):  
David Myles
Keyword(s):  
Social Media ◽  
Prince Edward Island ◽  
Participant Observation ◽  
Online Platforms ◽  
The Social ◽  
Significant Difference ◽  
Social Media Platforms ◽  
Human Actors ◽  
Do So

This presentation examines the social media campaign #SupportIslandWomen that was undertaken by reproductive rights activists in Prince Edward Island (PEI). The initiative gained popularity in 2016 due to both the off- and online circulation of posters throughout PEI landmarks depicting the Green Gables-like image of a young girl (“rogue Anne”) wearing red braids and a bandana. These posters showcased specific hashtags that encouraged debates on various online platforms. For this study, we underline how human actors invoked the symbolic ‘figure’ of rogue Anne to give weight to their own arguments by speaking or acting in her name. By ‘figure’, we mean any symbolic entity that is materialized through interaction and that possesses agency, or the ability to make a significant difference in interaction. Hence, our study examines the processes through which rogue Anne was made present in interaction, the role of digital (online) and physical (offline) affordances in the materialization of this figure, and the differentiated effects that these invocations generated. To do so, we build our dataset by performing non-participant observation on social media platforms and by exploring Canadian blogs and newspapers. Drawing from organizational discourse theory, our results show that invoking the figure of rogue Anne allowed for pro-choice collectives to assert their authority in abortion debates by labelling the fictional character as a modern feminist icon. They also underline the importance of studying the intervention of symbolic figures, their effects, and their materialization within political initiatives that incorporate and go beyond the practice of ‘hashtagging’.

scholarly journals 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

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

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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