Developing a Multi-Item Measurement Scale for Developing Teenagers' Involvement in Reality Television‪.‬

INTRODUCTION Teenagers worldwide are an emerging market segment that is receiving increasing attention from researchers (Bhosale & Gupta, 2006; Lueg & Finney, 2007). Specifically, as a consumer socialisation agent; electronic media receives maximum attention (Dotson & Hyatt, 2005; Vakratsas & Ambler, 1999). Reality Television (RTV) is a contemporary electronic media vehicle. The idea of RTV originated from documentary TV programs and the growth of RTV is still in its early stage (Biressi, 2005; Deziel, 2004; Hill, 2005). Still, RTV has generated a lot of interest among teenagers because of its interesting content (Lundy & Jacobson, 2008). Furthermore, the nature of participants (Jacobs, 2008), format (James, 2007), and reward system (Driscoll, 2007), makes RTV different and exclusive from other TV programs. Understanding the involvement of teenagers' in RTV so that its role in their consumption behaviour in a developing country can be understood is critical for further theory building in the field. It is particularly important due to the huge size of the teenaged market segment and impressive growth of electronic media in developing countries (Bhosale & Gupta, 2006; Quraishi, Bhuiya & Mohammad, 2004). Further, theory building in this area is also important in developing countries, where the population is relatively young. Accordingly, the key problem this research will address is: