Title: Socio-cultural impact of film celebrities on teenagers: an empirical study

Authors: Amit Jain; Pushp Lata; Amita Raj Goyal; Swati Khandelwal; Garima Jain

Addresses: Institute of Management, JK Lakshmipat University, P.O. Mahapura, Jaipur, India ' Department of Humanities and Languages, BITS, Pilani, Pilani (Rajasthan), India ' The IIS University, ICG Campus, Gurukul Marg, Mansarovar, Jaipur, India ' IILM AHL, Sector-10, Kumbha Marg, RHB Colony, Pratap Nagar, Sanganer, Jaipur, India ' The IIS University, ICG Campus, Gurukul Marg, Mansarovar, Jaipur, India

Abstract: Film celebrities have always been in the glare of publicity and the centre of attention. However, currently, this obsession has touched new and even greater pinnacle. These days the celebrities are gaining more popularity because of television shows, advertisements and talk shows. The literature indicates that most of the people look to celebrities and favourite actors for fashion, impressive life style and personal grooming. The purpose of this study is to evaluate the impact of the film celebrities on the teenagers in terms of their relationship with friends, parents and elders; life style; values, customs and traditions; etiquette, health and education. This study is designed to collect information so as to know the extent and types of their influence on teenagers. For this study an interview sheet was prepared and interviews were conducted with 40 guardians. Their responses have been tabulated and analysed and findings have been discussed in the paper.

Keywords: consumer culture; cultural influence; social behaviour; celebrity influence; socio-cultural impact; film celebrities; teenagers; young people; teenage relationships; friends; parents; elders; lifestyle; values; customs; traditions; etiquette; health; education.

DOI: 10.1504/IJICBM.2015.071589

International Journal of Indian Culture and Business Management, 2015 Vol.11 No.3, pp.308 - 322

Received: 30 Apr 2014
Accepted: 17 Aug 2014
Published online: 03 Sep 2015 *

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