Academic Journal
Role of reality TV as a consumer-socialization agent of teenagers in a developing country
| العنوان: | Role of reality TV as a consumer-socialization agent of teenagers in a developing country |
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| المؤلفون: | Haq, Md. Ridhwanul, Rahman, Syed H. (R8437) |
| المساهمون: | School of Business (Host institution) |
| بيانات النشر: | U.K., Emerald |
| سنة النشر: | 2015 |
| المجموعة: | University of Western Sydney (UWS): Research Direct |
| مصطلحات موضوعية: | 150599 - Marketing not elsewhere classified, 970115 - Expanding Knowledge in Commerce, Management, Tourism and Sciences, reality television programs, teenagers, developing countries, consumers, socialization |
| الوصف: | Purpose: The purpose of this paper is to identify how reality television (RTV) influences the socialization of teenage consumers in a developing country. While the influence of television on consumer behaviour has been researched extensively in developed countries, the effect of RTV on consumer socialization has not, particularly in the context of developing countries. Design/methodology/approach: A combination of qualitative and quantitative research methods was used to develop the theoretical model, constructs and measurement variables. The data were then analysed, and the hypotheses tested and confirmed using structural equation modelling. Findings: RTV has a positive influence on the socialization of teenage consumers in a developing country. Teenagers’ consumption-related cognition, attitude and values are strongly affected by RTV. Furthermore, their consumption-related attitude is affected by consumption-related cognition and values. Social structural variables (parental control, peer-group influences, gender differences and social class differences) have an effect on teenagers’ RTV involvement and consumer-socialization process. Originality/value: Current consumer-socialization literature identifies the role of TV in consumer socialization. However, there is very little extant literature about the role of RTV in consumer socialization, particularly from a developing-country perspective. Furthermore, in the present literature, consumption-related cognition, attitudes and values are considered outcomes of consumer socialization; however, this has not been empirically tested regarding teenagers’ involvement in RTV and its consumer-socialization outcomes. This research considers the involvement of teenagers with RTV, and the influences of various social structural variables from a developing-country perspective. |
| نوع الوثيقة: | article in journal/newspaper |
| وصف الملف: | |
| اللغة: | English |
| Relation: | International Journal of Emerging Markets--1746-8809--1746-8817 Vol. 10 Issue. 3 pp: 598-618 |
| DOI: | 10.1108/IJoEM-06-2013-0101 |
| الاتاحة: | http://handle.uws.edu.au:8081/1959.7/uws:30769 https://doi.org/10.1108/IJoEM-06-2013-0101 |
| رقم الانضمام: | edsbas.711291C |
| قاعدة البيانات: | BASE |
| DOI: | 10.1108/IJoEM-06-2013-0101 |
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