Television Advertising and Adolescents’ Purchase Behavior in the Egyptian Villages: A Field Study
, Vol.13
, Sixtieth Issue
PP:0
Authors:
Dr. Samih Elsayed Sharaki-Assistant Professor of Public Relations & Advertising,Public Relations & Advertising Department,Faculty of Mass Communication,Al-Azhar University
Dr. Osama Mustafa Abd Elwhab-Assistant Professor,Public Relations & Advertising Department,Faculty of Mass Communication,Al-Azhar University
Abstract:
This study aimed to analyze the impact of television advertising on adolescents’ purchase behavior in the Egyptian villages, with a particular focus on the influencing demographic, social, and psychological factors.
The research adopted a descriptive-analytical approach as the most appropriate method for examining the causal and correlational relationships between advertising exposure and purchasing behavior.
The target population comprised all adolescents aged 13–18 years residing in the Egyptian villages, while the study was conducted on samples drawn from the governorates of Sharqia, Dakahlia, and Menoufia. The sample was selected using a stratified random sampling method to ensure the representation of key categories according to gender, educational level, and age group, with a sample size ranging between 350 and 400 participants.
The findings revealed that adolescents watch television at varying frequencies: 48.4% rarely, 35.5% occasionally, and 16.1% regularly, with a preference for national channels such as CBC, Al-Nahar, and the First Egyptian Channel, reflecting cultural and media loyalty.
The entertainment content (films, series, and cartoons) was identified as the main gateway to the advertising exposure, with a relatively high level of the overall exposure.
Results indicated that advertisement attractiveness is associated with aesthetic elements such as music, colors, and motion, and that motivations for liking advertisements include learning about new products, entertainment, and information acquisition.
Regarding purchasing behavior, 24% of adolescents buy products immediately after viewing, 21.8% do nothing, and 21% wait for others’ experience, accompanied by feelings of happiness, self-satisfaction, Pester Power, and behavioral imitation.
The study further revealed a relatively critical awareness toward the advertisement content and the promotional tactics such as prizes, noting that advertisement repetition enhances recall and purchase intention but may also cause boredom.
Data confirmed that the verbal element of advertisements is more firmly retained in adolescents’ memory than visual or musical components. Overall, the study demonstrated that television advertising produces multidimensional effects — emotional, cognitive, behavioral, and social — while shaping a consumer identity linked to self-satisfaction and social status.
Key Words:
Television Advertising - Rural Adolescents - Purchase Behavior - Media Exposure - Emotional and Cognitive Influence.
Research Language:
Arabic
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