Influence of Advertising on the Porting Behaviour of Mobile Phone Subscribers in Port Harcourt Metropolis
- February 6, 2020
- Posted by: RSIS
- Categories: IJRISS, Mass Communication
International Journal of Research and Innovation in Social Science (IJRISS) | Volume IV, Issue I, January 2020 | ISSN 2454–6186
Daniel Nwanmereni & Collins Kediehor
Department of Mass Communication, Wellspring University, Benin City, Nigeria
Abstract: – In spite of the contributions of advertising to the critical sectors of the global economy, the practice has been misinterpreted as being deceptive and manipulative. Critics also argue that advertising predisposes people to materialism. These criticisms have left critics and promoters of advertising divided. This study investigated the influence of advertising on the porting behaviour of mobile network subscribers in Port Harcourt metropolis, Nigeria. Among other objectives, the study investigated the conditions that underlie subscribers’ porting behaviour. The descriptive survey research design was used to study a population of 199, 585 from which a sample size of 383 was drawn. Findings of the study showed that the prime factor that underlies subscribers’ porting behaviour was the quality of services provided by individual mobile network companies. The study recommended, among other things, that researches with verifiable results should be conducted to draw a line between materialistic tendencies and advertising influences with respect to consumers’ buying behaviour.
Key Terms: Advertising, Mobile Network Porting, Mobile Network Subscribers, Port Harcourt Metropolis, Subscribers’ Porting Behaviour
I. INTRODUCTION
The quest for information by humans to get along with events, occurrences and developments within and around the immediate and larger environments predates the invention of the mass media of communication – newspaper, magazine, radio, television, etc. This information need accounts for why primitive tribes appointed sentinels who watched the environment and reported occurrences, events, dangers, etc. Dominick (2009) states that man’s information need existed prior to the Gutenberg’s printing press and Morse’s dots and dashes. This situation, Dominick (2009) reiterates, is because “for society to exist, certain communication needs must be met” (p.29). What this means is that information is critical in the management of the society (Smith, 1996). Just as regular media contents are relayed or reported to inform, educate, mobilise and warn members of the society, commercial contents are integrated to inform, entertain and persuade prospective consumers to make informed decisions about products and services that serve their needs and preferences.
