Abstract:
This study examined whether advertising influences the usage of telecommunication
networks, using the students of Kwame Nkrumah University of Science and Technology in
the Ashanti 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 necessity but not sufficient condition that influences switching between
telecommunication networks.
Keywords: Advertising, Influence, Mobile Telecommunication Networks, Universities,
Ghana.
