Marketing e giovanissimi: un'indagine esplorativa sul coinvolgimento nel consumo e pubblicità nel segmento dei tweeagers
Journal title MERCATI E COMPETITIVITÀ
Author/s Giovanna Pegan
Publishing Year 2009 Issue 2009/2 Language Italian
Pages 19 P. 41-59 File size 1476 KB
DOI 10.3280/MC2009-002003
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Marketing and youngsters: an exploratory research on the involvement in consumption and advertising in the tweenagers segment - This article - after having identified the theoretical references - presents the results of an empirical quantitative research aimed at investigating within the tweenagers (10-14 years old) , the level of involvement in the consumer culture, the attitudes towards the television advertising, let alone the existing relationship between the two. Not only this study highlights a low interest in the commercials and a certain scepticism, but also a very faint link between the two phenomena, thus offering ideas for a future in-depth examination.
Keywords: involvement, consumption, television advertising, attitudes, tweenagers
Parole chiave: coinvolgimento, consumo, pubblicità televisiva, tweenagers, atteggiamenti
Giovanna Pegan, Marketing e giovanissimi: un'indagine esplorativa sul coinvolgimento nel consumo e pubblicità nel segmento dei tweeagers in "MERCATI E COMPETITIVITÀ" 2/2009, pp 41-59, DOI: 10.3280/MC2009-002003