THE IMPACT OF ADVERTISING ON SALES PERFORMANCE IN TELECOMMUNICATION COMPANIES IN UGANDA: A CASE OF MTN LUWEERO TERRITORY
Date
2025-08-08
Authors
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Publisher
UGANDA CHRISTIAN UNIVERSITY
Abstract
The study aimed at establishing the impact of advertising on sales performance of MTN
Luweero Territory, Uganda. The specific objectives included: to find out the effect of digital
advertising on sales performance of MTN Luweero Territory, Uganda, to establish the effect
of persuasive advertising on sales performance of MTN Luweero Territory, Uganda, and to
examine the effect of informative advertising on sales performance of MTN Luweero
Territory, Uganda. The study adopted a quantitative correlational design. This study targeted
employees of MTN Luweero Territory including Territory manager, territory sales manager
and operational staff, totaling to 28 participants, and these were simple randomly selected
basing lottery approach outlined by Krejcie and Morgan (1970). The questionnaires were
used in collecting data, and analyzed quantitatively. The results revealed that digital
advertising has a significant effect on sales performance of MTN Luweero Territory, Uganda
(r= .686**, p=0.001). Specifically, advertising accounts for 24.5% variation in the sales
performance of MTN Luweero Territory. It also revealed that persuasive advertising has a
significant effect on sales performance of MTN Luweero Territory (r= .342**, p=0.001).
Specifically, persuasive advertising accounts for 30.4% variation in the sales performance of
MTN Luweero Territory. The study finally revealed that informative advertising has a
significant effect on sales performance of MTN Luweero Territory, Uganda (r=0.589**
,
p=0.002). Specifically, informative advertising accounts for 31.3% variation in the sales
performance of MTN Luweero Territory. The study concluded that digital advertising and
informative advertising had the highest significant positive relationship on the sales
performance of MTN Luweero Territory, Uganda. To improve MTN’s advertising in
Uganda, a multi-faceted approach is needed, focusing on targeted campaigns, enhanced brand
visibility, and responsible advertising practices. This includes leveraging data analytics for
personalized messaging, strengthening online presence and fostering transparency and trust
with customers, and areas of further research were suggested.
Description
UNDERGRADUATE RESEARCH