ABSTRACT

This study is concerned with assessing the effect of Bulk SMS on Purchasing Habits of Uyo residents with reference to Airtel Nigeria Services. The objectives were to examine the influence of bulk SMS on the purchasing habit of Uyo residents on Airtel Nigeria Services; to evaluate the effectiveness and reliability of bulk SMS compared to other medium and to ascertain the awareness of Uyo residents on bulk SMS technology and its application on Airtel Nigeria Services. The study adopted a Descriptive Research Design. It used questionnaires and interview questions to collect data for the study. For comprehensive and valuable information, data were collected from both primary and secondary sources for analysis of the study. Population of the study was considered as infinite and the sample size of one hundred and ninety five (195) was adopted using the historical evidence method. Out of the questionnaires administered, only one hundred and fifty five (155) were properly filled and used for the study. The analytical tools used for this study were percentage table and chi-square. The findings indicated that there is a significant positive influence of bulk SMS on the purchasing habit of Uyo residents on Airtel Nigeria Services. The core findings revealed that bulk SMS is fast, personal, ubiquitous and cheap. Although hypothesis three of the study revealed that bulk SMS is effective and reliable but it becomes less effective as compared to other media of advertisement like TV, radio, magazine, etc; and it lacks visual capacity which irritate customers. As a result of the above findings, some pertinent recommendation were made such as; advertisers should use bulk SMS as an accompaniment to other existing marketing and advertising medium and not in isolation, laws to regulate the use of bulk SMS in advertising should be promulgated to check irritation and improve its effectiveness and reliability.

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