Television Advertising Content and Customer Patronage of MTN Services in South-East, Nigeria

Abstract

This study examined the relationship between television advertising content and the patronage of MTN services in South-East, Nigeria. The objective of this study was to determine the extent to which TV advertising humour and credibility influence customer referrals and loyalty. In line with the study objectives, four corresponding research questions and null hypotheses guided this study. The researcher employed survey research design, 650 copies of questionnaires were distributed to MTN customers in the five capital cities of South-East, Nigeria. Tables and percentages were used in data presentation, while hypotheses formulated were tested using the Spearman’s Rank Correlation Coefficient. The study showed that both humour appeal in TV advertising and credibility have significant effects on customer referrals and loyalty. It was therefore recommended that MTN should use humourous and credible adverts as this will induce customer referrals and loyalty.