The Effect of Television Advertising on Students’ Buying Behavior: Study on Preparatory and Secondary School in Woldia Town, Evidence from Ethiopia.
Abstract
The study examined the impact of television advertising on the buying behavior of students in Preparatory and Secondary Schools in Woldia Town. The target population was children aged 13 to 18 who regularly watched television commercials. A sample of 260 respondents was selected, and 246 usable responses were received, representing a response rate of 94.61%. Data were collected through questionnaires, and convenience and purposive sampling techniques were employed to select the participants. The collected data were analyzed using IBM Statistical Packages for Social Sciences, utilizing multiple linear regressions. The study's findings revealed that celebrity association, likability, peers' influence, and quality information in advertisements all had positive and significant effects on students' buying behavior. The study recommends that marketers can effectively influence students' buying behavior and cultivate lasting relationships with this important consumer segment by leveraging celebrity associations, incorporating entertainment elements, considering peer influence, providing quality information, and adopting a multi-channel approach.
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Copyright (c) 2025 Ahmed Mohammed Yimer, Habtamu Getachew Tegegne, Dagmawi Mandefro Abebe
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International Journal of Marketing, Communication and New Media
ISSN: 2182-9306
DOI: 10.54663/2182-9306
Qualis Periódicos - CAPES: B2
REBIB: Q2
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