ADVERTISING MESSAGES IN MOBILE PHONES: A SURVEY OF USERS’ RESPONSE AND ATTITUDE IN LAGOS STATE.
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Abstract
The focus of this study was on advertising messages on mobile phones by surveying users’ response and attitude in Lagos. Thus, a 10-tem questionnaire was distributed to 500 mobile phone users’ systematically selected from 10 Local Government Areas. The 10 L.G.As were selected randomly by balloting from the 20 L.G.As in Lagos State. The study was anchored on the tenets of attitude change and technology acceptance model (TAM) theories. Data collected and collated were analyzed and presented, using Pearson correlation co-efficient formula, simple percentages, frequency Tables and mean scores for testing of the hypothesis and answering the research questions. Findings revealed that users level of response to advertising messages on their mobile phones is very low. However, a few types of advertising messages that had high level of response from mobile phone users, like advertising messages or Internet data plan subscription, callers tuned messages, etc , were indicated. It was also found that users respond to
advertising messages as well as deleting them after reading them. Also found was that users had a negative attitude towards advertising messages seat to their mobile phones which include SMS, calls, caller tune advertising messages, hit musical, Internet data plan subscription etc. The factors responsible for the low level response and negative attitude towards advertising messages among users according to this study, were the frequency of receiving advertising messages, irrelevant advertising, etc. With no significant relationship found between users’ level of response as well a their attitude; and advertising messages on mobile phones, the study concluded that users do not respond to advertising messages in line with the expectations of the senders. Therefore, the study recommended that permission based advertising must be employed in Nigeria to boost and enhance mobile phone users and service providers relationships in the areas of sending and receiving of advertising messages, among other things.
advertising messages as well as deleting them after reading them. Also found was that users had a negative attitude towards advertising messages seat to their mobile phones which include SMS, calls, caller tune advertising messages, hit musical, Internet data plan subscription etc. The factors responsible for the low level response and negative attitude towards advertising messages among users according to this study, were the frequency of receiving advertising messages, irrelevant advertising, etc. With no significant relationship found between users’ level of response as well a their attitude; and advertising messages on mobile phones, the study concluded that users do not respond to advertising messages in line with the expectations of the senders. Therefore, the study recommended that permission based advertising must be employed in Nigeria to boost and enhance mobile phone users and service providers relationships in the areas of sending and receiving of advertising messages, among other things.
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