The Perception and Reactions to Unsolicited Advertisements in Select Mobile Apps among Southeast, Nigeria Smart Phone Users

Abstract

Background: Advertisers engage in various strategies to promote the sale of products and services. However, the prevalence of unsolicited advertisements, particularly within mobile applications, has raised concerns regarding consumer perception and behaviour.
Objective: This study investigated smartphone users' perceptions of and reactions to unsolicited in-app advertisements in Southeastern Nigeria. The Psychological Reactance Theory served as the theoretical framework for the study.
Methodology: The study employed a survey-based approach to collect data from 385 respondents. The questionnaire served as the instrument for data collection, and a respondent-driven sampling (RDS) chain referral technique was used for respondent selection.
Results: The findings revealed that smartphone users in Southeast Nigeria hold a negative perception of unsolicited in-app advertisements. The results also showed that such ads repulse these users, and their negative perceptions directly influence this adverse reaction.
Conclusion: Excessive exposure to unsolicited advertisements has led to a negative perception among smartphone users, which in turn contributes to their negative reactions toward these ads in mobile applications. This highlights the need for advertisers to reconsider their strategies to avoid alienating consumers.