Inventing Humour Advertising as a Competitive Paradigm in the Nigerian GSM Industry

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dc.contributor.authorEleboda Sunday Samuel
dc.date.accessioned2025-05-19T15:50:30Z
dc.date.available2025-05-19T15:50:30Z
dc.date.issued2014-10
dc.description.abstractThe aim of this study is to investigate the advent and growing popularity of humor advertising as a competitive tool for influencing the buying behavior of consumers of GSM services in Nigeria. Following the liberalization of the industry in 2001, there has been an upsurge in the competition among the licensed operators of the industry with a view to gaining significant market share. As a means of pushing a product/service into the consciousness of existing and prospective consumers advertising works on their attention, liking and persuasion to purchase a product/service. Humor advertising has been reported in the literature as a successful means of gaining consumers’ attention, liking, persuasion and action. Primary research method was adopted through the use of questionnaire. The questionnaire was developed to identify the relationship between demographic variables such as age, sex, and education on the effectiveness of humor advertising on consumer buying behavior. A random sample of 100 respondents was selected using multistage sampling procedure. Out of the 100 copies of the questionnaire distributed, 92 (92%) were retrieved. Data gathered were analyzed with the use of tables, charts, percentages and a few inferential statistics including correlation coefficient. Results show that humorous adverts can be used effectively to create affection towards the advertised product/service even in the developing economies like Nigeria. Results also show that gender can significantly influence humor advertising as women appear more likely to be persuaded by humor adverts than men.
dc.identifier.citationEleboda, S.S. (2014). Inventing Humour Advertising as a Competitive Paradigm in the Nigerian GSM Industry. International Journal of Behavioral Social and Movement Sciences. 3(4).
dc.identifier.issn2277-7547
dc.identifier.urihttps://repository.crawforduniversity.edu.ng/handle/123456789/162
dc.language.isoen
dc.publisherInternational Journal of Behavioral Social and Movement Sciences
dc.relation.ispartofseries3; 4
dc.titleInventing Humour Advertising as a Competitive Paradigm in the Nigerian GSM Industry
dc.typeArticle
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