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GSM Operators' Unsolicited Promotional SMS and the Attitude of Undergraduates in Selected Universities in South-West Nigeria

Authors: AJILORE Kolade , Buhari Olaoluwa Rasheed

Publication Type: Journal article

Journal: Sau Journal Of Management And Social Sciences

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Abstract

This study examined the influence of GSM operators' unsolicited promotional SMS on the attitude of undergraduates in select universities in Southwest Nigeria. A total of one thousand and sixty-three (1,063) copies of the questionnaire were administered through face-to-face method and a 96.5 percent return rate was recorded with retrieval and validation of one thousand and twenty six (1026) copies of the questionnaire. Multistage sampling technique was adopted. The inferential statistical data analysis adopted was Hayes process analysis. Findings revealed that there was a significant influence of GSM operators' unsolicited promotional SMS on the attitude of undergraduates in select universities in South-west Nigeria. Message acceptability significantly mediated the effect of GSM operators' unsolicited promotional SMS on attitudes. However, message frequency did not significantly moderate the relationship between GSM operators unsolicited promotional SMS and attitudes of undergraduates. It was concluded that GSM operators' unsolicited promotional SMS generated unfavourable attitudes among undergraduate subscribers. Thus, it was recommended, among others, that GSM network operators in Nigeria should make promotional SMS permission-based.

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AJILORE,K. Buhari,O.R . (2020). GSM Operators' Unsolicited Promotional SMS and the Attitude of Undergraduates in Selected Universities in South-West Nigeria, 5 (), 25-25.

AJILORE,K. Buhari,O.R . "GSM Operators' Unsolicited Promotional SMS and the Attitude of Undergraduates in Selected Universities in South-West Nigeria" 5, no (), (2020): 25-25.

AJILORE,K. and Buhari,O.R and . (2020). GSM Operators' Unsolicited Promotional SMS and the Attitude of Undergraduates in Selected Universities in South-West Nigeria, 5 (), pp25-25.

AJILOREK, BuhariOR, . GSM Operators' Unsolicited Promotional SMS and the Attitude of Undergraduates in Selected Universities in South-West Nigeria. 2020, 5 ():25-25.

AJILORE,Kolade , and Buhari,Olaoluwa Rasheed . "GSM Operators' Unsolicited Promotional SMS and the Attitude of Undergraduates in Selected Universities in South-West Nigeria", 5 . (2020) : 25-25.

A.Kolade & B.Olaoluwa Rasheed , "GSM Operators' Unsolicited Promotional SMS and the Attitude of Undergraduates in Selected Universities in South-West Nigeria" vol.5, no., pp. 25-25, 2020.

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