The effectiveness of electronic advertisements in stimulating purchasing behavior among children in middle childhood from the point of view of mothers A field study on Al-Ahsa Governorate

Document Type : Original Article

Author

College of Arts, Department of Communication and Media, King Faisal University

Abstract

Study summary This study aimed to identify the effectiveness of electronic advertisements in stimulating purchasing behavior among children in middle childhood from the point of view of mothers. A questionnaire is designed to measure the opinions of the sample, and the study (questionnaire) is used as a tool for collecting data on the study population. This study belongs to the field of field studies; Which relies on the survey method, and a sample consisting of (260) individuals was selected using a random sample among children in middle childhood. The study is expected to highlight several results related to the effectiveness of electronic advertisements among children in middle childhood from the point of view of mothers.
Most notable results: The results showed that most children in middle childhood prefer to watch videos on YouTube, due to the ease of access to favorite content and the diversity of specialized channels. It turned out that electronic games are the preferred type of advertising by 60%, due to children’s great interest in games and interaction with cartoon characters.
Children prefer colorful and attractive product designs, as they feel attracted to bright colors and cartoon characters. The study showed that 90% of the children studied own a smartphone or tablet, which reflects the spread of technology among them.

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References

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