Impact of Advertlsing on Moblle Telecommunicatlon Network Selectlon: An Empirlcal Study
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Date
2014
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Abstract
The study analyses the impact of advertising on selection of mobile network in Nigeria Mobile Telecommunication Industry using the use and gratification theory as its theoretical basis. The theory explains how media audience access specific media with their attention cast on certain content, all for the purpose of deriving gratifications. Primary data were used to elicit information from the students that constitute the respondents and was analysed using the Pearson Moment Correlation Coefficient. The results revealed that about 49% of variation in the choice of mobile network selection is explained by advertising. It was recommended that organizations should endeavour at all time to have a planned and systematic advertising programme in place as this would help to make their promotional implementation effective.