Children's media consumption in Serbia
The paper aims at providing an insight into media consumption among children in Serbia. A consumer survey was conducted to examine differences in children's consumption of various advertising media based on their age, gender and hometown. The research findings revealed significant differences b...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Srpsko udruženje za marketing
2009-01-01
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| Series: | Marketing (Beograd. 1991) |
| Subjects: | |
| Online Access: | http://scindeks-clanci.ceon.rs/data/pdf/0354-3471/2009/0354-34710903139F.pdf |
| _version_ | 1819195427101081600 |
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| author | Filipović Jelena Ognjanov Galjina |
| author_facet | Filipović Jelena Ognjanov Galjina |
| author_sort | Filipović Jelena |
| collection | DOAJ |
| description | The paper aims at providing an insight into media consumption among children in Serbia. A consumer survey was conducted to examine differences in children's consumption of various advertising media based on their age, gender and hometown. The research findings revealed significant differences between the two age cohorts in the three out of four tested media categories (TV, print, radio and Internet). On the other hand, the research findings also revealed variations in consumption of radio and print media, and no difference in the consumption of television and Internet between boys and girls. Finally, the research findings suggested significant differences in the consumption of Internet among children living in five cities in Serbia. Though the sample included more than 700 children it cannot be considered strictly representative for the whole country since the survey was conducted in urban areas only. However, the greatest value of this study comes from the fact that the research was placed in Serbia as a transitional society of the Western Balkans which has been seriously underrepresented in the main body of contemporary marketing theory and research studies. Therefore, one of the main goals of this paper was to make a contribution to better understanding of local conditions that might influence marketing decisions when communicating with children as a specific target group on Serbian market. |
| first_indexed | 2024-12-23T02:12:35Z |
| format | Article |
| id | doaj.art-86b79c7298fe4a58a053f8ddb8650d37 |
| institution | Directory Open Access Journal |
| issn | 0354-3471 2334-8364 |
| language | English |
| last_indexed | 2024-12-23T02:12:35Z |
| publishDate | 2009-01-01 |
| publisher | Srpsko udruženje za marketing |
| record_format | Article |
| series | Marketing (Beograd. 1991) |
| spelling | doaj.art-86b79c7298fe4a58a053f8ddb8650d372022-12-21T18:03:45ZengSrpsko udruženje za marketingMarketing (Beograd. 1991)0354-34712334-83642009-01-014031391440354-34710903139FChildren's media consumption in SerbiaFilipović Jelena0Ognjanov Galjina1University of Belgrade, Faculty of Economy, Belgrade, SerbiaUniversity of Belgrade, Faculty of Economy, Belgrade, SerbiaThe paper aims at providing an insight into media consumption among children in Serbia. A consumer survey was conducted to examine differences in children's consumption of various advertising media based on their age, gender and hometown. The research findings revealed significant differences between the two age cohorts in the three out of four tested media categories (TV, print, radio and Internet). On the other hand, the research findings also revealed variations in consumption of radio and print media, and no difference in the consumption of television and Internet between boys and girls. Finally, the research findings suggested significant differences in the consumption of Internet among children living in five cities in Serbia. Though the sample included more than 700 children it cannot be considered strictly representative for the whole country since the survey was conducted in urban areas only. However, the greatest value of this study comes from the fact that the research was placed in Serbia as a transitional society of the Western Balkans which has been seriously underrepresented in the main body of contemporary marketing theory and research studies. Therefore, one of the main goals of this paper was to make a contribution to better understanding of local conditions that might influence marketing decisions when communicating with children as a specific target group on Serbian market.http://scindeks-clanci.ceon.rs/data/pdf/0354-3471/2009/0354-34710903139F.pdfadvertisingmedia consumptionchildrenmarketingSerbia |
| spellingShingle | Filipović Jelena Ognjanov Galjina Children's media consumption in Serbia Marketing (Beograd. 1991) advertising media consumption children marketing Serbia |
| title | Children's media consumption in Serbia |
| title_full | Children's media consumption in Serbia |
| title_fullStr | Children's media consumption in Serbia |
| title_full_unstemmed | Children's media consumption in Serbia |
| title_short | Children's media consumption in Serbia |
| title_sort | children s media consumption in serbia |
| topic | advertising media consumption children marketing Serbia |
| url | http://scindeks-clanci.ceon.rs/data/pdf/0354-3471/2009/0354-34710903139F.pdf |
| work_keys_str_mv | AT filipovicjelena childrensmediaconsumptioninserbia AT ognjanovgaljina childrensmediaconsumptioninserbia |