The Influence Factor: A Study of Advertising and Use of Mobile Telecommunication Networks of Students from two Universities in Ghana

Abstract

This study examined whether advertising influences the usage of telecommunication networks, using the students of the University Of Professional Studies Accra and Wisconsin University College in the Greater Accra Region as a point of reference. It was also to ascertain the media through which tertiary students received most advertising messages. The study found that, advertising was not the only variable that influenced respondents to use a particular network and that when matched up against other variables, ‘service quality’ comes on top as the number one influencing agent ahead of advertising. The traditional media was identified as the media through which most advertising messages are received. Finally, the study identified that advertising is a necessary but not sufficient condition that influences switching between telecommunication networks.