نوع مقاله : مقاله پژوهشی
نویسندگان
1 گروه مدیریت، واحد بوئین زهرا، دانشگاه آزاد اسلامی، بوئین زهرا، ایران
2 گروه MBA، واحد بین المللی قشم، دانشگاه آزاد اسلامی، جزیرۀ قشم، ایران.
چکیده
کلیدواژهها
عنوان مقاله [English]
نویسندگان [English]
At the age super-information, Mass media exert considerable influence on their audience but children are more exposed to media influence. Infact, advertisement or commercials with their special features are able to influence children and youngsters in an undeniable manner. The objective behind this research work is to review the extent of the influence of media advertisement on the pattern of children’s behavior by taking into consideration their living and education environment (their modifying role).
The statistical population of this study includes university students, psychologists and University professors who have children aged between 5-10 years old and the number of the sample group is 185 persons.
The data were analyzed by Smart-PLS software and the obtained results from the hypothesis showed that 4 dimensions of the children and youngsters specific commercials (using celebrities, joyful music and vibrant colors, depicting relation among family members as well as other aspects of life) affect the children’s pattern of behavior.
کلیدواژهها [English]
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