THE IMPACT OF ADVERTISING ON MOBILE COMMUNICATION NETWORK IN NIGERIA: A STUDY OF ETISALAT NETWORK
Abstract
This study, titled "The Impact of Advertising on Mobile Communication Network in Nigeria: A Study of Etisalat Network," investigates how advertising influences consumer behavior, brand perception, and market performance within Nigeria’s competitive telecommunications industry. Focusing on Etisalat (now 9mobile), the research employs a survey method, collecting data from 140 respondents across Ikeja, Ogba, and Ipaja in Lagos State. The findings highlight that advertising, particularly through television, significantly drives consumer patronage by creating awareness and emphasizing benefits like affordable tariffs and data bonuses. Campaigns such as “0809uchoose” enhanced Etisalat’s brand visibility and subscriber growth. However, challenges like intense competition, consumer skepticism, and service quality issues can limit advertising effectiveness. The study underscores the importance of strategic advertising in building brand loyalty and recommends robust evaluative mechanisms to align campaigns with service delivery for sustained consumer trust.
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