Analysis of the Impact of Internet Advertising on Productivity of Telecommunication Industry in Nigeria: MTN Nigeria Outlook
Adegbite, Tajudeen Adejare and Anene, E. C
This study analysed impact of internet advertising on productivity of telecommunication industry in Nigeria. Data were gathered from 70 respondents of randomly selected customers and staff of MTN with the aid of structured questionnaire. Data collected were analysed using descriptive statistics such as tables and percentages while Chi-square analysis and Analysis of Variance (ANOVA) were used to test the hypothesis formulated through STATA 11 version. Findings revealed that there is positive significant impact of internet advertising on productivity of telecommunication industry in Nigeria. It was concluded that internet advertising is therefore necessary in stimulating the customer market and guaranteeing desired sales performance. It is therefore recommended that organisations should improve on the level of their internet advertising in order to create more customers’ patronage, and this will increase their sales performance and in turn maximize their profits.