Role of reality TV as a consumer-socialization agent of teenagers in a developing country. Issue 3 (20th July 2015)

• Record Type: Journal Article
• Authors: Haq, Md Ridhwanul; Rahman, Syed H
• Is Part Of: International journal of emerging markets. Volume 10:Issue 3(2015)
• Page Start: 598
• Page End: 618
• Publication Date: 2015-07-20
• Subjects: Business enterprises -- Finance -- Periodicals; Investments -- Developing countries -- Periodicals; Commerce -- Periodicals; Developing countries -- Economic conditions -- Periodicals; 330.91724
• DOI: 10.1108/IJoEM-06-2013-0101
• Languages: English
• ISSNs: 1746-8809

Abstract

<abstract> <title> <x content-type="archive" xml:space="preserve">Abstract</x> </title> <sec> <title content-type="abstract-heading">Purpose</title> <p> – The purpose of this paper is to identify how reality television (RTV) influences the socialization of teenage consumers in a developing country. While the influence of television on consumer behaviour has been researched extensively in developed countries, the effect of RTV on consumer socialization has not, particularly in the context of developing countries. </p> </sec> <sec> <title content-type="abstract-heading">Design/methodology/approach</title> <p> – A combination of qualitative and quantitative research methods was used to develop the theoretical model, constructs and measurement variables. The data were then analysed, and the hypotheses tested and confirmed using structural equation modelling. </p> </sec> <sec> <title content-type="abstract-heading">Findings</title> <p> – RTV has a positive influence on the socialization of teenage consumers in a developing country. Teenagers' consumption-related cognition, attitude and values are strongly affected by RTV. Furthermore, their consumption-related attitude is affected by consumption-related cognition and values. Social structural variables (parental control, peer-group influences, gender differences and social class differences) have an effect on teenagers' RTV involvement and consumer-socialization process. </p> </sec> <sec> <title content-type="abstract-heading">Originality/value</title> <p> – Current consumer-socialization literature identifies the role of TV in consumer socialization. However, there is very little extant literature about the role of RTV in consumer socialization, particularly from a developing-country perspective. Furthermore, in the present literature, consumption-related cognition, attitudes and values are considered outcomes of consumer socialization; however, this has not been empirically tested regarding teenagers' involvement in RTV and its consumer-socialization outcomes. This research considers the involvement of teenagers with RTV, and the influences of various social structural variables from a developing-country perspective.</p> </sec> </abstract>