PUBLIC PERCEPTION OF THE MTN MOTIVATIONAL QUOTES DURING NUMBER CALLING/DIALLING IN NIGERIA

As the stiff competition among GSM operators intensify, MTN Nigeria adopted a communication strategy(motivational quote), as part of its customer engagement initiatives. Thus, public perception of MTN motivationalquotes during number calling/dialling among MTN subscribers in Owerri Metropolis was assesed. Anchored onperception theory and IMC model, the survey research design was adopted with an estimated population of 269,187from which a sample size of 384 was determined using the smart survey sample size calculator. Multistage samplingtechnique was adopted with questionnaire as the instrument for data collection. Findings revealed that mobilesubscribers in Owerri Metropolis have a moderate level of awareness of MTN motivational quotes displayed duringnumber calling/dialling at a grand mean of 2.6. At a grand mean of 2.9, the greater number of the subscribers generallyperceive the motivational quotes as beneficial. However, while the motivational quotes are appreciated, the mode ortiming of delivery may reduce its appeal. Also MTN motivational quotes contribute positively to subscribers' attitudestoward the MTN brand at a grand mean of 2.9 by enhancing the company's image, strengthening customer trust, andencouraging continued patronage. The researchers concluded that, that carefully designed and contextually relevantmotivational messages can serve as an effective customer engagement and brand communication strategy. Amongstothers, it was recommended that, MTN should make the messages more engaging by using shorter, more relatable,and context-specific quotes, while giving subscribers the option to skip, or opt into different categories of motivationalcontent in order to improve user experience and increase acceptance