Impact of Advertisement on the Buying Behaviour of Children

Abstract

Advertisement plays an important role in influencing the buying behaviour of children. It has the potential to shape the children’s buying behaviour, perceptions, and attitudes. The main aim of this study is to examine the impact of advertisement on children, specifically focusing on the multiple dimensions of children’s buying behaviour influenced by various advertising techniques. There is a lack of research exploring the impact of digital and social media advertisement on the children’s buying behaviour, which is increasingly relevant in the digital age. This study adopts various methods of research design to provide a comprehensive understanding of the impact of advertising on the children’s buying decision. The research findings show that food advertisement has a significant impact on the buying behaviour of children. The research analysis revealed a positive correlation between food advertisement and children’s attitudes. It emphasises the power of advertisement in shaping children’s perceptions and influencing their decision-making process. Finally, this study contributes more to the existing literature on the impact of advertising on children’s buying behaviour and provides valuable insights to the marketing practitioners and researchers alike.

Keywords: Advertisement, Childrens Behaviour, Advertising Exposure, Children’s Attitude, Purchase Intentions and Persuasive Power

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