Abstract

The Global System for Mobile Telecommunication (GSM) has improved telephony in Nigeria, following the successful deregulation of the country’s telecommunication. The popularity of GSM in Nigeria, coupled with its interactivity, high speed and frequency of delivery makes it an avenue for advertising through the Short Message Service (SMS) among network operators. SMS advertising generates subscriber annoyance, irritation and rejection due to their intrusiveness as they are mostly unsolicited.This study examined attitudes of tertiary institutions’ undergraduate subscribers in Lagos State, Nigeria to unsolicited promotional SMS of major GSM network operators.The study adopted the cross-sectional survey research design. The population of the study comprised 40,663 undergraduates of selected tertiary institutions in Lagos State. Multi-stage sampling technique was applied to select four universities, one polytechnic and one college of education through stratification and randomisation, while the Saunders, Krejcie and Morgan (1970) formula was applied to select a sample of 1,026 respondents from the institutions. Validated structured questionnaire was used to collect data.Findings revealed that Message acceptability and frequency significantly influenced the attitude towards GSM operators’ unsolicited promotional SMS among undergraduates. The study concluded that unsolicited promotional SMS of the GSM operators generated unfavourable attitudes among tertiary institutions’ undergraduate subscribers in Lagos State because they were received without permission and in high frequency. The study recommended subscriber permission, reduction in GSM operators’ unsolicited promotional SMS. 

Key Words:  Attitude, Global System of Mobile Communications, Short Messaging Service, Undergraduates

JCMR Journal of Communication and Media Research, Vol. 13, No. 1, April 2021, pp. 77 – 83

© Association of Media and Communication Researchers of Nigeria (AMCRON).

About the authors

* Buhari Olaoluwa Rasheed, Ph.D. is lecturer in the Department of Mass Communication, College of Management and Social Sciences of McPherson University, Seriki-Sotayo, Ajebo, Ogun State, Nigeria. He has a PhD in Mass Communication with specialisation in Public Relations Advertising. 

** Odukunle Adebayo Atewolara-Odule is a lecturer of Communication and Development Communication at Olabisi Onabanjo University, Ago-Iwoye, Ogun State, Nigeria. His research interests are in the area of Book Publishing, Public Relations, Advertising and Development Communication.  

*** Isaac Olajide Fadeyi, Ph.D. is a lecturer of Public Relations and Advertising at Redeemer’s University, Ede, Osun State, Nigeria. His research focuses on Advertising and Public Relations as well as Mass Communication Theory. He holds a PhD in Mass Communication with specialisation in Public Relation and Advertising

Full Article

Words: 4,261 

Pages: 7

To access full article, click on download. 

Article Citation

Rasheed, B. O., Atewolara-Odule, O. A. & Fadeyi, I. O. (2021). Influence of message frequency and acceptability on attitude towards GSM operators’ unsolicited promotional SMS among undergraduates in Lagos, Nigeria. Journal of Communication and Media Research, 13 (1): 77 – 83.