CUSTOMERS PERCEPTION OF GSM INTERRUPTIVE ADVERTISMENT IN NIGERIA
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CUSTOMERS PERCEPTION OF GSM INTERRUPTIVE ADVERTISMENT IN NIGERIA
ABSTRACT
This study aims to look into how customers perceive GSM interruptive advertising in Nigeria. The study used the cognitive dissonance theory of mass communication.
This study used a survey research methodology, with questionnaires distributed to 120 respondents in Abraka. According to the research, GSM clients have a negative opinion of interruptive GSM SMS advertisements as a result of the continuous SMS advertisements. The study’s findings revealed that GSM users see discomfort as an irritating infringement of privacy.
The research suggests that GSM service providers should understand their customers’ perceptions and attitudes before sending interruptive SMS advertisements.
The Nigeria Communication Commission (NCC) should limit the quantity of SMS advertisements that each service provider can send in a day. Service companies should deliver critical SMS advertisements to their clients. The SMS advertisement should be simple and straightforward.
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