Vol. 2, Issue 5 (2017)
Perceptions of mothers about impact of TV and social media advertisements on children
Author(s): Gurpreet Kaur, Dr. Balram Dogra
Abstract: This paper was focused to study the perceptions of mothers about the impact of TV and social media ads on children in three different socio-cultural regions of Punjab i.e. Malwa, Majha and Doaba with a sample of 300 mothers of children in the age group of 8-14 years. The study revealed that the decisions for purchase of personal consumables were fully taken by the children while the decisions for purchase of electronics and automobiles were fully taken by the parents. The most important factor was found to be authority of the children developed after watching TV advertisements which was exercised while making family purchases. This dimension was followed by the pattern of communication prevalent between children and parents while making family purchases and high impact of TV advertisements on children, which influence the family purchase decisions in a significant manner.