تعرض الأطفال المصريين لإعلانات المؤثرين عبر شبكات التواصل الاجتماعي وعلاقته بمستوى التطلعات المادية لديهم: دراسة ميدانية

نوع المستند : المقالة الأصلية

المؤلف

جامعة المنصورة - کلية الآداب - قسم الإعلام

المستخلص

هدفت الدراسة إلى اختبار تعرض الأطفال لإعلانات المؤثرين عبر شبكات التواصل الاجتماعي وعلاقته بمستوى التطلعات المادية لديهم، وتعد من الدراسات الوصفية التي تستعين بمنهج المسح بشقيه الوصفي والتحليلي على عينة بلغت 400 مفردة من الأطفال في مرحلة الطفولة المتوسطة من سن 6 إلى 12 عامًا، باستخدام الاستبانة الإلكترونية، والتي تم مشاركتها على المجموعات الإلكترونية لأولياء الأمور وصفحات المدارس المختلفة على الفيس بوك والتليجرام. وتوصلت الدراسة إلى أن المحتوى الترفيهي مثل الألعاب جاء في مقدمة المحتويات التي يفضل الأطفال عينة الدراسة متابعتها عبر صفحات المؤثرين، تلاها المنتجات التي يقوم المؤثرون بالإعلان عنها بشكلٍ ضمني أو صريح، وخاصة عبر اليوتيوب، على الرغم من أن تلك المنصات تصرح دائمًا أن أقل عمر لاستخدامها هو 13 عامًا. كما توصلت الدراسة إلى عدم وجود علاقة بين كثافة التعرض لصفحات المؤثرين، وأيضًا مستوى الاندماج مع المحتوى الإعلاني ومستوى المادية لدى عينة الدراسة، بينما توجد علاقة بين جاذبية المؤثرين واتجاهات الأطفال نحو المنتجات المعلن عنها وبين مستوى المادية لديهم، وتوصلت الدراسة أيضًا إلى وجود فروق ذات دلالة إحصائية في مستوى التطلعات المادية لدى الأطفال عينة الدراسة طبقًا للنوع، المستوى الاقتصادي للأسرة، نوع المدرسة التي ينتمي إليها الطفل.

الكلمات الرئيسية

الموضوعات الرئيسية


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