Abstract
This research study aims to examine the influence of TV advertisements on children to pester and the moderating role of pestering power for parents buying decisions and TV ads. Data is collected from 487 respondents of 6 to 15 year's age group children and their parents, using convenience sampling through survey and interview method by a structured questionnaire. Finally, 487 (71%) sample data were analyzed using the IBM SPSS and AMOS package using Exploratory Factor Analysis (EFA), Confirmatory factor analysis (CFA), and Structural equation modeling (SEM). The results showed that TV ad factors such as entertainment, advertisement likability, content credibility, quality information, and celebrity endorsement positively impacted children's pestering. Pestering power had a significant moderating role in their parent's buying decisions and TV ads. This research allows marketers and advertisers to create an innovative marketing strategy for attracting children's interest and buying behavior.
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