Impact of Television Advertising on Children's Consumption: A Parental Perception Study

Arzoo  Afroz; Asma Shakir

doi:10.52633/jms.v5i1.282

Authors

Arzoo Afroz KASB Institute of Business and Technology, Karachi, Pakistan. Author
Asma Shakir KASB Institute of Business and Technology, Karachi, Pakistan. Author

DOI:

https://doi.org/10.52633/jms.v5i1.282

Keywords:

Entertainment, Credibility, TV advertisement, Parental Perception

Abstract

The impact of television advertising on children's buying behavior is an important topic of study, particularly in the context of Karachi. This study utilizes applied research methods to investigate the role of parental perception as a moderator of the impact of advertising and peer influence on children's purchasing decisions. While previous research has focused on parental influence in a broader sense, this study fills a gap by specifically examining the moderating effect of parental perception. The study collects data from parents in Karachi to assess their perceptions of advertisements and their influence on their children's purchasing decisions. The findings reveal that parental perception plays a significant role in shaping children's buying behavior. Specifically, parental perception moderates the impact of advertising and peer influence on children's purchasing decisions. This finding emphasizes the importance of understanding the role of parental perception in shaping children's consumer behavior. This paper contributes to the literature on children's consumer behavior by highlighting the importance of parental perception as a key factor in understanding the mechanisms that shape children's purchasing decisions. Furthermore, the empirical evidence provided by this study offers insights for practitioners seeking to develop effective marketing strategies targeting children and their parents in Karachi. By understanding the moderating role of parental perception, marketers can develop strategies that are more effective in influencing children's buying behavior.

Author Biographies

Arzoo Afroz, KASB Institute of Business and Technology, Karachi, Pakistan.

KASB Institute of Business and Technology, Karachi, Pakistan.
Asma Shakir, KASB Institute of Business and Technology, Karachi, Pakistan.

KASB Institute of Business and Technology, Karachi, Pakistan.

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