TV Advertisements: Assessing the Moderating Effect of Children's Pester Power on Parents Purchase Decision

Rambabu Lavuri · Vidyadhar Reddy Aileni

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Consumer Behavior and Marketing Influence Marketing and Advertising Strategies Digital Marketing and Social Media

Abstract

This research study aims to examine the influence of TV advertisements on children to pester and the moderating role of pestering power for parents buying decisions and TV ads. Data is collected from 487 respondents of 6 to 15 year's age group children and their parents, using convenience sampling through survey and interview method by a structured questionnaire. Finally, 487 (71%) sample data were analyzed using the IBM SPSS and AMOS package using Exploratory Factor Analysis (EFA), Confirmatory factor analysis (CFA), and Structural equation modeling (SEM). The results showed that TV ad factors such as entertainment, advertisement likability, content credibility, quality information, and celebrity endorsement positively impacted children's pestering. Pestering power had a significant moderating role in their parent's buying decisions and TV ads. This research allows marketers and advertisers to create an innovative marketing strategy for attracting children's interest and buying behavior.

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