ASPECTS REGARDING THE INFLUENCE OF MASS MEDIA ON THE HUMAN PSYCHIC SYSTEM OF THE YOUNG CONSUMER FROM A MARKETING PERSPECTIVE

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.