Abstract: The major objective of this study is to study the factors associated with electronic media advertising on consumerism amongst youth. Keeping in mind this objective the investigator decided to survey youth age of 18-35 years. The present study was survey in nature. The sample of the study comprised of 600 youth belonging to urban, semi-urban and rural areas. This study identified nine factors namely buying behavior, lifestyle online purchase tendency, product choice, advertisement influence, visual influence, peer influence, trust and brand awareness.
Keywords: Advertisement, Buying behavior, Consumerism, Youth.
Title: Factors Associated With Electronic Media Advertising on Consumerism As Perceived By Youth
Author: Dhara Pandey, Dr. A. K. Singh
International Journal of Social Science and Humanities Research
ISSN 2348-3164 (online)
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