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Aspects Regarding The Influence Of Mass Media On The Human Psychic System Of The Young Consumer From A Marketing Perspective

Author

Listed:
  • Dinu Vlad SASU

    (University of Oradea, Faculty of Economic Sciences, Department of Management-Marketing, Oradea, Romania)

  • Adela Laura POPA

    (University of Oradea, Faculty of Economic Sciences, Department of Management-Marketing, Oradea, Romania)

  • Naiana Nicoleta TARCA

    (University of Oradea, Faculty of Economic Sciences, Department of Management-Marketing, Oradea, Romania)

Abstract

The current work aims to present the impact of mass media on young people's behaviour from the standpoint of marketing, beginning with an analysis of this impact treated in the specialized literature and continuing with a verification study on a specific group of students. The topics covered in this paper, meant to be the first in a series of deeper investigations into this area, focus on the elements that have an impact on the young consumer's mental system and mass media influence factors, and a study on specific impact elements like video games, smartphones, and social networks, particularly TikTok. The mass media component will focus on both content elements and mass media supports, from their well-established perspectives, such as: television, radio, print, electronic, and Internet media, social networks, telephony, and video games. The target audience for the study will be young people, with a focus on young students from a faculty of economic sciences. The research will attempt to capture the influential aspects of mass media that this audience prefers to access, including the Internet, the most popular social networks, mobile phones, and other commonly used devices.

Suggested Citation

  • Dinu Vlad SASU & Adela Laura POPA & Naiana Nicoleta TARCA, 2023. "Aspects Regarding The Influence Of Mass Media On The Human Psychic System Of The Young Consumer From A Marketing Perspective," Annals of Faculty of Economics, University of Oradea, Faculty of Economics, vol. 32(2), pages 265-274, December.
    • Handle: RePEc:ora:journl:v:2:y:2023:i:2:p:265-274
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    References listed on IDEAS

    as
    1. Zakaria Babutsidze & Ann-Kathrin Blankenberg & Andreas Chai, 2023. "The effect of traditional media consumption and internet use on environmental attitudes in Europe," Journal of Evolutionary Economics, Springer, vol. 33(2), pages 309-340, April.
    2. Meng, Keira Shuyang & Leung, Louis, 2021. "Factors influencing TikTok engagement behaviors in China: An examination of gratifications sought, narcissism, and the Big Five personality traits," Telecommunications Policy, Elsevier, vol. 45(7).
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    young consumer; psychic system; mass media; marketing; social media.;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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