Testing the AIDA Model Hypothesis Vis-À-Vis Subscribers’ Response to Unsolicited SMS Adverts
This study presents the result of an investigation on the effectiveness of the AIDA model hypothesis in relation to subscribers’ response to unsolicited SMS adverts. A total of 384 telecom subscribers with 5 years mean experience with mobile cell phone selected through a multi-stage technique from Enugu State provided data for the study through the questionnaire. Simple percentages were used to determine the frequency of occurrence of measuring units while the Chi-Square test of independence was used to test the three null hypotheses raised. The result showed significant relationship between attention and interest (p-value < 0.05), interest and desire (p-value < 0.05) and desire and action (p-value < 0.05) in relation to response to unsolicited SMS adverts. Our result also suggests a general negative response to unsolicited SMS adverts as majority of the sample reported no attention, no interest, no desire and no action to unsolicited SMS adverts. Further studies are recommended to determine why subscribers have negative attitudes towards unsolicited SMS adverts.