THE USE OF HUMOR APPEAL IN GLO OGA SIM ADVERTISING AND ITS INFLUENCE ON BRAND PERCEPTION

Abstract

Abstract

This study examined the use of humour appeal in GLO Oga SIM advertising and its influence on brand perception among Nigerian telecommunication users. The research adopted a descriptive survey design with a total sample of 400 respondents drawn from the Nigerian telecommunication subscriber population. Data were collected through structured questionnaires and analysed using descriptive and inferential statistical tools. Findings revealed that humour appeal serves as an effective advertising strategy that attracts audience attention, enhances message understanding, and positively influences consumer perception of the GLO brand. The study further showed that humour improves brand recall, emotional connection, and consumer preference, thereby promoting brand loyalty and trust. Based on these findings, the study concludes that humour appeal, when culturally relevant and creatively applied, remains a strong persuasive communication tool for enhancing brand image in Nigeria’s competitive telecommunication industry.

Keywords: Humour Appeal, Advertising, Brand Perception, GLO Oga SIM, Consumer Preference.