The effect of animated advertisements on social networking sites on the purchasing decision of Jordanian children

Abstract

Objectives: The study aimed to identify the effect of animated advertisements on social networking sites on the purchasing decision of Jordanian children, and the factors of attracting attention, arousing interest, creating desire, and purchasing decisions for Jordanian children due to their exposure to animated advertisements on social networking sites.

Methods: It is descriptive study which relied on the survey method. Accordingly, a   questionnaire was designed to collect data from the sample members to answer the following study axes: factors of attracting attention, interest, desire creation, and the purchasing decision of Jordanian children due to their exposure to animated advertisements on social networking sites. The arithmetic average in the axis of purchasing decision is the result of being affected by the previous factors (attracting attention, interest, creating desire). The questionnaire was distributed to a purposive sample of (400) Jordanian children, aged between (15-18) years.

Results: The main factors that attract attention and create desire for animated advertisements on social networking sites are, respectively: using colors, introducing the price, and explaining how to fully use the product. The purchasing decision came with an arithmetic average of (3.82) and to a high degree, which is the outcome of the factors of attracting attention, interest, and creating desire.

Conclusions: There is an effect of animated advertisements on social networking sites in terms of attracting attention, interest, desire creation, and purchasing decision for Jordanian children. It recommends that parents and the competent authorities follow up advertisements on social networking sites that children are exposed to.