Year: 2025
Type: article
Study design: Observational Study
Abstract: This study investigates the relationship between advertising expenditure and sales turnover using MTN Nigeria Limited as a case study. The research employed a survey design with a sample of 45 respondents from MTN Nigeria's management and staff. Data were collected through structured questionnaires and analyzed using descriptive statistics and chi-square tests. Results indicate a significant positive relationship between advertising and sales turnover, with 89% of respondents confirming that advertising influences customer buying decisions. The study found that 84% of respondents agreed that advertising leads to annual profit increases, while 89% confirmed that continuous advertising results in sustained customer patronage. These findings suggest that advertising serves as a critical tool for enhancing organizational performance and market competitiveness in the telecommunications sector.
Authors: Ugowe Samson Omoruyi, Taofiq Olasunkanmi Yusuff, Tunde Omololu Magbadelo, John Oluwademilade Adewumi, Quadri Ige Adeshola, Isaiah Osaze Omonfomhan
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: hybrid
OpenAlex ID: W4411500260