| Título: | Effect of local Television dramas on Consumer Behavior of females |
| Autores: |
Namdar, Hassaan Hassaan, Mahwish Naseem, Muhammad Akram |
| Fecha: | 2013-02-28 |
| Publicador: | European Journal of Business and Management |
| Fuente: |
 |
| Tipo: |
info:eu-repo/semantics/article Peer-reviewed Article info:eu-repo/semantics/publishedVersion |
| Tema: | No aplica |
| Descripción: | The objective of this research was to explore the effect of local Television dramas on consumer behavior of females and to derive a model for this effect. In order to accomplish this objective survey was conducted using convenience sampling, with a sample size of 250 Pakistani females. Data was collected through questionnaire consisting of fifteen questions on a likert scale. Results show that local Television dramas affect consumer behavior of females. There are four factors behind this effect i.e. product liking, influence of dramas on society, viewers trust and trendsetting. This research implies that marketers should use local Television dramas as a tool for marketing and promoting their goods and services. It has discovered a new medium for firms and organizations to conduct marketing activities. Keywords: Consumer, Consumer buying behavior, Television, Cultivation theory |
| Idioma: | Inglés |
1 | 6 Factors Influencing Jobs Satisfaction in Two Chinese Universities por Tian, Heng,Yu, Heyuan |
2 Ethics of Investment and the Social Responsibilities of the Islamic Banks por Mounira, ARAB,Gabanni, Abdul | 7 Entrepreneurial Competencies and Entrepreneurial Spirit in Japan por Wong, Hajimasi |
3 An Empirical Study on the Knowledge Sharing Behaviour among Employees in Small Enterprises por Vonartas, Alexander | 8 Necessity and Feasibility of Supervisory Management Style por Tu, Yiyuan,Zhuang, Tianhua |
4 | 9 The Intercultural Communication Theory and the Distributed Decision-Making por Muhammad, Siti |
5 A New Approach to Evaluate the Auditor Reporting Quality por Mohammed, Syed,Jubair, Abdullah | 10 |