4 research outputs found
Razumijevanje stavova studentica prema televizijskom oglaŔavanju u Pakistanu
Purpose: This study examined the consequences and impact that television advertising has upon the general attitude of female college students towards television advertising in Pakistan. The data was collected from randomly selected 299 female college students. Methods: The respondents from five metropolitan cities like Peshawar, Islamabad,Rawalpindi, Quetta and Karachi were asked to answer a self-administered questionnaire. Descriptive, t-statistics, correlation and regression statistical tools were used to analyse data. Results: The results of the study reveal that these students have negative judgment about the ethical and social consequences of television advertising. However, they have positive judgment about the economic impact of television advertising. The students demand more regulation to control the television advertising. The results indicated that there is a significant positive general attitude of female college students towards the television advertising in Pakistan.
The study predicted a positive relationship between the consequences/impact and general attitude of female college students towards the television advertising. Recommendation: The study recommends that marketers and the regulatory bodies have the responsibility to pay proper attention to the rising ethical, social and regulatory concerns of the female college studentsā about the television advertising. Moreover the study provides a useful benchmark for future research studies.Svrha: Istraživanje se bavi posljedicama i utjecaju koje televizijsko oglaÅ”avanje ima na opÄe stavove studentica prema televizijskom oglaÅ”avanju u Pakistanu. Podatci su prikupljeni na temelju sluÄajnog uzorka od 299 studentica.Metode: Ispitanice iz pet velikih gradova poput Peshawara, Islamabada, Rawalpindija, Quette i Karachija su odgovorile na upitnik. Za analizu podataka koriÅ”teni su statistiÄki postupci, poput deskriptivne statistike, T-statistike, korelacija i regresije. Rezultati: Rezultati istraživanja pokazuju da studentice imaju negativne stavove o etiÄkim i socijalnim posljedicama televizijskog oglaÅ”avanja. S druge strane, imaju pozitivne stavove o ekonomskim uÄincima televizijskog oglaÅ”avanja. Studentice zahtjevaju viÅ”e zakonske regulative koja bi kontrolirala televizijsko oglaÅ”avanje. Rezultati upuÄuju na to da postoji znaÄajan pozitivan opÄi stav prema televizijskom oglaÅ”avanju u Pakistanu. Studija je predvidjela pozitivnu korelaciju izmeÄu posljedica/ uÄinaka i opÄeg stava studentica prema televizijskom oglaÅ”avanju. Preporuke: Preporuke studije za oglaÅ”ivaÄe i zakonodavce odnose se na preuzimanje veÄe odgovornosti u rastuÄim etiÄkim, socijalnim i regulatornim pitanjima s kojima se susreÄu studentice u pogledu televizijskog oglaÅ”avanja. Osim toga, studija može biti korisno polaziÅ”te za buduÄa istraživanja i komparacije
Razumijevanje stavova studentica prema televizijskom oglaŔavanju u Pakistanu
Purpose: This study examined the consequences and impact that television advertising has upon the general attitude of female college students towards television advertising in Pakistan. The data was collected from randomly selected 299 female college students. Methods: The respondents from five metropolitan cities like Peshawar, Islamabad,Rawalpindi, Quetta and Karachi were asked to answer a self-administered questionnaire. Descriptive, t-statistics, correlation and regression statistical tools were used to analyse data. Results: The results of the study reveal that these students have negative judgment about the ethical and social consequences of television advertising. However, they have positive judgment about the economic impact of television advertising. The students demand more regulation to control the television advertising. The results indicated that there is a significant positive general attitude of female college students towards the television advertising in Pakistan.
The study predicted a positive relationship between the consequences/impact and general attitude of female college students towards the television advertising. Recommendation: The study recommends that marketers and the regulatory bodies have the responsibility to pay proper attention to the rising ethical, social and regulatory concerns of the female college studentsā about the television advertising. Moreover the study provides a useful benchmark for future research studies.Svrha: Istraživanje se bavi posljedicama i utjecaju koje televizijsko oglaÅ”avanje ima na opÄe stavove studentica prema televizijskom oglaÅ”avanju u Pakistanu. Podatci su prikupljeni na temelju sluÄajnog uzorka od 299 studentica.Metode: Ispitanice iz pet velikih gradova poput Peshawara, Islamabada, Rawalpindija, Quette i Karachija su odgovorile na upitnik. Za analizu podataka koriÅ”teni su statistiÄki postupci, poput deskriptivne statistike, T-statistike, korelacija i regresije. Rezultati: Rezultati istraživanja pokazuju da studentice imaju negativne stavove o etiÄkim i socijalnim posljedicama televizijskog oglaÅ”avanja. S druge strane, imaju pozitivne stavove o ekonomskim uÄincima televizijskog oglaÅ”avanja. Studentice zahtjevaju viÅ”e zakonske regulative koja bi kontrolirala televizijsko oglaÅ”avanje. Rezultati upuÄuju na to da postoji znaÄajan pozitivan opÄi stav prema televizijskom oglaÅ”avanju u Pakistanu. Studija je predvidjela pozitivnu korelaciju izmeÄu posljedica/ uÄinaka i opÄeg stava studentica prema televizijskom oglaÅ”avanju. Preporuke: Preporuke studije za oglaÅ”ivaÄe i zakonodavce odnose se na preuzimanje veÄe odgovornosti u rastuÄim etiÄkim, socijalnim i regulatornim pitanjima s kojima se susreÄu studentice u pogledu televizijskog oglaÅ”avanja. Osim toga, studija može biti korisno polaziÅ”te za buduÄa istraživanja i komparacije