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Binus Business Review, 8(3), November 2017, 221-228 P-ISSN: 2087-1228
provided by Landmark University Repository
DOI: 10.21512/bbr.v8i3.3713 E-ISSN: 2476-9053

A Thematic Analysis of Advertisement in the

Telecommunication Industry
Esther Amah1; Olaleke Oluseye Ogunnaike2; Adebanji William Ayeni3; Mercy Ojo4

Business Administration Department, College of Business and Social Sciences, Covenant University
1,2,4

KM. 10 Idiroko Road, Canaan land, Ota, Ogun State, Nigeria

3
Business Administration Department, Faculty of Social and Management Sciences, Elizade University
P.M.B. 002, Ilara-Mokin, Ondo State, Nigeria
1
[email protected]; [email protected];
3
[email protected]; [email protected]

Received: 5th July 2017/ Revised: 18th September 2017/ Accepted: 10th October 2017

How to Cite: Amah, E., Ogunnaike, O. O., Ayeni, A. W., & Ojo, M. (2017). A Thematic Analysis of Advertisement in the
Telecommunication Industry. Binus Business Review, 8(3), 221-228.
http://dx.doi.org/10.21512/bbr.v8i3.3713

ABSTRACT

The main objective of this research was to determine the types of appeals used in telecommunication advertisement,
explain how the themes and appeals used in the advertisement were presented, and see how it could attract
subscribers despite the challenges in the industry. Qualitative content analysis method was used to provide a
thematic analysis of the messages contained in numbers of selected advertisements shown on YouTube, social
media, and television stations in Nigeria. The findings show that the advertisements adopt emotional (love, celebrity
appearance, music, comedy, humor, drama) and rational appeal to persuade the subscribers. Moreover, the themes
of the advertisements focus on accomplishment and improve service regarding call charges, network coverage,
network quality, and customer service. It further shows that these strategies employed by the telecommunication
industry are capable of influencing the choice of the subscribers in the Nigerian market. The research recommends
and concludes that companies should consistently engage the appeals used with more emphasis on the emotional
appeal to retain their size of the market.

Keywords: themes, appeals, advertisement, telecommunication

INTRODUCTION (Bardi, 2010). Advertising emanates a lot of benefits in

different industries which cannot be overemphasized
With the exclusion of one of the big fours in and in the telecommunication industry. Adi (2015)
the Nigeria telecommunication business environment, stated that the importance of telecommunication
eyes and ears are all alerts especially among the tides went well beyond facilitating business activities and
of a low economy which is currently sponging the interaction to making a substantial contribution to
news of heavy need to survive the economic downturn. the national incomes, as well as engendering many
They believe there is a need to make continuous diverse and novel job opportunities. He further
relevance. Mehmood and Masood (2016) pointed out emphasized that the telecommunication industry was
that advertisement was derived from the Latin word a key area where the level of competition was critical
“advertere” which meant to turn the mind towards. to the overall development of the industry as well as
Advertising practices in Nigeria have taken a different its contributions to national wellbeing. This suggests
tide, from the early days of using town criers to that advertising has a strong influence in the decision-
inform the market about goods and services to a fast- making process.
growing industry by employing television, radio, and According to Internet World Stats (2017), 49,6%
social media to disseminate information to the market of the world population have access to the internet.

Copyright©2017 221
27,7% of people in Africa have approximately 9,3% of products or services, and persuasion was its second
internet users. This shows that the industry is uprising most important function. This means that advertising
and needs consistent reminders about the product to takes two forms, namely informative and persuasive
ensure patronage. This can be adhered majorly through through mass or new media to convince consumers to
advertisement. In addition, support to this sector from make a purchase decision. This is why Mary Hepner
government and customers must be continuous in as cited in Chand (2013) points out that advertisement
all ramifications because it is evident that there are stimulates competition.
contribution and impact from the operators in this According to Nichifor (2014), advertising is
sector (Olugbenro, 2014). based on a range of theories and explanatory models.
Bardi (2010) buttressed that although He further stated that these models and theories
advertising had grown over the years, it was still faced explained how advertising messages were developed,
with challenges. One of the challenges faced by the how it affected the consumers’ behavior and provided
advertising industry in Nigeria is the poor economy. new directions and perspectives of development of the
It reflects in the magnitude of advertisement, but it advertising practice. To this effect, there are various
has a low response to the usage as the customers tend theories of advertising. Those are AIDA model,
to claim the hike in price to solve the problems they DAGMAR model, and Lavidge & Steiners Hierarchy
have. This is done with the insight that low protonates of Effects model.
will increase the company publicity, but with the aid According to Karlsson (2007), the creation of the
of other checked variables, it cannot be realized. DAGMAR model can be traced back to Rusell Colley
According to NAN (2014), the operators’ who prepared a report for the Association of National
feedback as the continuation of poor services as social Advertisers which was titled “defining advertising
problems such as willful damage to telecommunication goals for measured advertising”. It explained the name
infrastructure and epileptic power supply are still of DAGMAR (Belch & Belch, 1995) and in 1969, it
lingering in the country. An example can be related became a book title (Mackay, 2005).
during the recent economic crisis in Nigeria, where Smith and Taylor (2002) in Karlsson
most of the mobile networks experience challenges (2007) suggested that DAGMAR was created to
in service delivery. This makes advertising fairly encourage measurable objectives for each stage of
ineffective and misleading because the services the communication and did not deal purely with the
portrayed in the advertisements do not align with what message. They also stated that focus of DAGMAR
the customers experience. Hence, on this premise, was on the levels of understanding that a customer had
due to the challenges faced by the industries, this to possess for the organization and how the outcomes
research seeks to analyze previous advertisements and of an advertising campaign could be measured (Belch
how it affects the target audience to determine if that & Belch, 1995).
method of delivering company’s message is effective Next, Bhasin (2016) agreed that DAGMAR was
or ineffective, and to see which appeal and theme are a concept used in advertising to set goals and objectives.
more effective. He explained the necessity of setting the goals and
The research examines the various themes objectives to show how return on investment could
and types of appeals employed in some selected be achieved with advertising alone. The DAGMAR
advertisements. It is to ascertain whether they help model was expressed in the four stages as shown in
in consumers’ choice and usage of the network. The Figure 1.
research provides answers to these specific research
questions. First, it is to find out what the types of
appeals are used in telecommunication advertisements.
Second, it is to see what the dominant themes are
drawn from the selected advertisements. Last, it is to
explain how the themes and appeals are used in the
selected advertisements.
It is believed that advertising is as old as a
man. This is why it has been an important institution
of the society. Broadbent (2001) as cited in Olalekan,
Babatunde, and Ishola (2015) defined advertising as
a paid communication to more than one person and
was intended to inform or change behavior. According
to Nwankwo, Aboh, Obi, Agu, and Syndney-Agbor
(2013), companies often hope that their advertisement
which delivers a message about company’s product
and services, people will purchase it. It is usually the
case because the advertisement is a kind of persuasive
communication.
Similarly, Terkan (2014) indicated that
Figure 1 DAGMAR MODEL
advertising was to inform and remind consumers of

222 Binus Business Review, Vol. 8 No. 3, November 2017, 221-228

 First, in awareness, the communication tasks what they can benefit from the company eventually
involve ensuring that the prospect/consumer to be makes the prospects for consumers increase. Third,
aware of the organizations’ product or brand. The it increases brand recognition. Fourth, it encourages
communication has to be specific and measurable. feedback from customers. Usually, advertisements
Second, in comprehension, the consumer is aided contain contact details at the end. Such contact
in understanding the attributes and features of the personnel can be called to give feedback on a product
product and the benefits that will be derived from or for more clarifications. Fifth, it introduces the new
the product or brand. Third, in conviction, it is based product into the market. Sixth, it creates awareness of
on the consumers’ awareness of the product and company’s product or service to a large audience.
understanding what the product and what it can do for Despite the importance of advertising as listed
them. A mental acceptance influences the decision to previously, negativities cannot be ignored because
purchase. Fourth, in action, the consumers have stirred the business world keeps evolving. Marketers need
themselves to purchase the product or brand. to develop steeper strategies that ensure consumer
It is emphasized that the model can be used retention. Thus, making advertising becomes more
for designing an advert, monitoring, and evaluating persuasive and aggressive because everyone wants to
promotion campaign which is carried out in four win.
steps. Firstly, it is ensuring to do a market survey of In this case, there are criticisms and controversy
the target audience before advertising. It is to ascertain concerning advertising. Some advertisements are
the present levels of target audience’s awareness, unethical and have adverse negative effects on
comprehension, and conviction. Secondly, it is setting consumers and the society at large. Francis (2015) linked
SMART objectives for each stage to be achieved by much of the controversy to the fact that advertising
advertising. For example, awareness stage should was used more as a persuasive communication tool
increase from 30% to 85% when the campaign ends. thereby creating a serious impact on the tastes, values
Thirdly, it is undergoing a follow-up survey to ensure and lifestyles of society. According to Chand (2013),
effectiveness in running the campaign by comparing despite many benefits derived from advertising, there
the present level of the stages with the previous are criticisms of the society concerning its aims and
level. Last, it is evaluating survey results to see if goals. There are six criticisms. First, advertising
advertising objectives are met. This can be achieved increases the cost of the product as the expenses on it
by asking pertinent questions such as ‘are there more form the part of the total cost of the product. Second,
sales requests?’, ‘have sales improved?’, ‘is the target it creates artificial demand for the product inducing
market aware of the product or brand?’, ‘what is the people to buy the products on impulse. This means
demand for the product?’ that due to the repetition of adverts, the product is
Certain criticisms are associated with the stored in the subconscious of the consumer causing
DAGMAR model according to Belch and Belch a purchase decision. Third, it could be deceptive by
(1995). The criticisms are DAGMAR’s reliance on the devising all means to sell out the product or service.
hierarchy of effects model by Lavidge and Steiner with Fourth, advertising sometimes leads to a monopoly in
AIDA model. This is because the models describe that a particular brand of product. For instance, in 2015,
consumers operate in a not linear way passing through MTN was seen to be the dominant player having
the stages which are not always the case. Moreover, close to 50% of the subscriber’s market in Nigeria
another criticism made is that the model focuses a (Oladunmoye, 2015). It could have been derived
lot on strategies. It is noted that the model is overly through adequate advertising. Fifth, advertising
concerned with a quantitative measurement which can be seen to be unethical and objectionable by
discourages advertisers from engaging it. employing the use of indecent language and pictures
Moreover, in today’s challenging market to attract customers. It is called as social values. Sixth,
economy, advertising has become an important element advertising wastes natural resources. For example,
of the society (Francis, 2015). However, Hayko (2010) before a product reaches the end of its life, another
opined that there were two major polarities concerning product springs out. Thereby, it discards the former
advertising. One side believed that advertising did not when it is still useful.
negatively affect society, the other side believed that Moreover, Nwankwo et al. (2013) pointed
advertising was harmful to society. out that advertising appeal was one of the main
There are several benefits of advertising. First, communicators that a firm used to expose consumers
it is the increased patronage of company’s product or to its products. They added that advertising appeal
service. It stimulates buying. For example, advertising aimed to influence consumers’ view of themselves and
encourages impulse buying because it registers the how the purchase of the advertised product could be
product in the minds of the consumers and people apply beneficial to them. Moreover, advertising appeal was
it later in the future subconsciously by purchasing a the driving power to arouse the consumers’ desires.
product unplanned for. Second, it is the improved or Kotler (2003) in Nwankwo et al. (2013)
increased customer base. The prospects continue to believed that advertising appeal was divided into
see the advertisement and slowly become consumers rational and emotional appeal. Then, Schiffman and
because eventually, they want an experience of the Kanuk (2007) in Lin (2011) defined advertising appeal
product or service. The continuous reminder of as an application of psychologically motivating power

A Thematic Analysis of Advertisement.....(Esther Amah, et al.) 223

by the supplier to arouse consumers’ desire and action Moreover, Saul (2006) suggested that
for buying while sending broadcasting signals to advertisements’ had an adverse effect on the
change the receivers’ concept of the product. consumption pattern of children, especially when
According to Lin (2011), rational appeal focuses these advertisements’ contained certain rational and
on informing the benefit that the consumers gain from emotional appeals such as celebrity, music, adventure,
the product or service. Meanwhile, emotional appeal and bandwagon. The children could relate the product
focuses on stimulating purchase intention by arousing to happiness, a song they liked, a celebrity they
emotions of the consumer which can be positive such admired, and this improved taste and other thematic
as love, humor, and happiness or negative like fear, and approaches. Additionally, Okujeni (2009) found the
sense of guilt. According to Nwankwo et al. (2013), similar situation in the telecommunication industry. He
there are various forms of emotional appeals. First, explained that although subscribers were influenced by
humor appeal is used in an advertisement to achieve the advertising messages from the telecommunication
instant recall. For example, the benefits of the products industry, there were other factors that determined their
are displayed through a joke, and the consumers can choice of product. These factors represented themes
still get the message. Second, sex appeal encourages and appeals that stimulated purchase intentions. Those
high patronage from consumers because it raises the were free midnight call or lower tariffs, bonus for
curiosity of audience to gather more information or recharge, free airtime, promotional offers, discount for
make a purchase by ensuring that the product looks calling family and friends, wide network coverage area,
interesting and inviting. Third, romance appeal and more affordable data plans. He also suggested that
advertises how the use of the product or service can for improving performance and continuous patronage
affect the opposite sex and how it would improve the from consumers, those factors should be combined
audience’s love life and romance. Fourth, adventure perfectly with advertising. Moreover, Olalekan et al.
appeal gives the consumer an impression that the (2015) confirmed that the choice of telecommunication
use of the product will ensure fun and adventure. services in Nigeria was dependent on the self-service
Fifth, endorsement appeal is a very popular tool used charge, service quality and advertisement in a product.
especially in the telecommunication industry where Investment in the advertisement was encouraged
celebrities and well-known personalities represent to ensure that clear, consistent, and professional
the company’s product. Hence, it increases sales information about company’s product was delivered
beginning with their fans. Last, play on words refers to consumers to stimulate purchase decision.
to the use of catchphrases to convey the message to the There are three kinds of appeals that an
target audience. advertisement message can contain. These appeals are
In revising the advertisement in the a rational, emotional, and moral appeal. According
telecommunication industry, telecommunication to Mehmood and Masood (2016), emotional appeal
offerings in Nigeria are becoming a commodity. specifically, humor significantly influences consumer
Consumers struggle to perceive a difference between purchase intention towards Ufone network in Pakistan.
competing offerings. Therefore, communication This evidently implies that in the telecommunication
remains one of the strongest ways for companies industry, the use of humor in their advertisements
to differentiate and break parity (Alade, 2016). stimulates consumers to make a purchase decision of
Alade (2016) posited that the best way to judge their products. From their research, results show that
the effectiveness of advertising was to adopt the there exists a positive relationship between humor in
Kellogg School of Management assessment coined advertising on consumer purchase intention. This is
as “ADPLAN”. It meant attention, distinction, apparent in the telecommunication industry in Nigeria,
positioning, linkage, amplification, and net equity. whereby most advertisements engage the humor appeal
In Olalekan et al. (2015), Russo and Chaxel with appearances by various celebrities to influence
(2010) believed that the impact of advertising on consumers’ decision to choose and subsequently make
consumer choice offered two significant advantages. a purchase.
It allowed access to a large selection of naturally Nwankwo et al. (2013) examined the influence
occurring stimuli. Next, it offered a natural and of advertising appeals and personality on telecoms
observable consequence of successful persuasion consumption preference in Nigeria. They agreed with
namely the advertised product. the findings of Bardi (2010) by showing that there was
Rishante (2014) said that the younger a positive relationship between emotional responses
age groups were more influenced by watching and consumer buying behavior. It means consumers’
television advertisements compared to the older age purchase behavior is a factor of emotional response.
group. Since young people followed recent trends, Thereby, showing the use of advertising appeals with
telecommunication companies in Nigeria should keep more emphasis on the emotional appeal advertising
up with the modern trend in television advertising strongly affects consumers’ preference of which
to encourage involvement in product selection form telecoms to use. Bardi (2010) agreed that popular
both young and old age group. He emphasized that hypotheses that emotional appeal was more effective
consumers could be appealed to company’s product than rational appeal. Thus, it explains why most
and switch products when the advertising message Nigerian telecommunication advertisements engage
was persuasive and reminder-oriented. celebrities and use humor to attract prospective users

224 Binus Business Review, Vol. 8 No. 3, November 2017, 221-228

and users of the product. selected advertisements from Firm A tagged “Sunrise”
Concerning advertising, Samuel and Olatokun and “Together in Love”.
(2014) emphasized that service providers did
not accurately provide information about service “Sunrise” uses romantic appeal by showing two
availability which negated the benefits of advertising individuals, a man and a woman, in love with each
and as Saul (2006) pointed out. Accurate information other. The advertisement can be seen in https://www.
built trust and loyalty of the consumer and saved youtube.com/watch?v=kVNNrIlnBy0. It depicts that
resources. Their findings explained the other side of a network has a good service with wide coverage.
advertising where advertising was seen as a deceptive Although they are far from each other, they can still
and misleading tool. connect and express their love. As stated by Okujeni
According to Ugwu (2014), the successful use (2009), Firm A is shown as a friend, partner, and helper
of advertising helps to bridge the gap between the in building relationships even they are separated by
various social classes (rich and poor) in the Nigerian distance.
society regarding Nigerian Telecommunication “Together in Love” as seen in https://www.
Limited (NITEL). Furthermore, it shows that there are youtube.com/watch?v=GYtxRxcVEzA utilizes
influences in the purchasing habit of subscribers when several appeals to attract their target audience. Those
engagement ion advertisement is evidently increasing are emotional, music, and adventure appeal. There is
sales. Moreover, personality and gender have a role to joy at the birth of a baby with both mother and baby
play in stimulating purchase behavior as the findings alive. This changes the atmosphere at the hospital.
of Bolatito (2012). The result shows that both male Thus, it affects other friends in other states (Abuja or
and female in different age groups are influenced Kano) through the same music played at the hospital
equally due to the fascinating advertisements in headquarters. This shows that no matter the distance
telecommunications. It also emphasizes that when issue, Firm A offers service you can rely on again.
the advertisement is 42,62% which is close to half; This is because the target audience can be in touch
the advertisement is preferred and encourages sales with family, friends, and loved ones every time.
volume.
Firm B
Pay off line: Firm B Formula, Firm B Hamma
METHODS Theme: Improved Service
Creative strategy analysis: this is an analysis of two
In this research, the qualitative content analysis
selected advertisements from Firm B.
method is used to examine the messages contained
in selected advertisements in the telecommunication
“Firm B Formula” is an advertisement in a
industry. This technique is chosen because of its the
drama form in https://www.youtube.com/watch?v=d-
ability to preserve the knowledge in the analysis by
q9SmvgTGY. It makes use of endorsement appeal by
developing communication science using qualitative-
having two major celebrities. It also employs humor
interpretative steps of analysis. The researchers visit
appeal when it discovers that for every 100-naira plate
YouTube channels of the various mobile networks
of food, you are given four plates more. It is like four
to download the video clips of the adverts to ensure
extra times of every amount of credit purchased. With
better analysis. These advertisements have been on
this, Firm B is seen to offer a more improved service
air for over 11 years (2005, 2011, 2016, and 2017).
for the target audience’s money.
Some are often shown on Nigerian television stations
“Firm B Hamma” stars Funke Akindele who is
and social media. The appeals and themes apparent
popularly known as Jenifa. It can be seen in https://
in these selected advertisements are examined. The
www.youtube.com/watch?v=h36FiuP-TM4. It is a
advertisements are analyzed for type of product, the
blend of Pidgin English and Yoruba language to attract
themes of the adverts, used appeals, and the mode of
the target audience. It focuses more on the benefits that
presentation. Eleven years are chosen because it is
the product offers which is a rational appeal. The use
believed that at that time, the big telecommunication
of a Nigerian based language creates a perception of a
have already attained noticeable shares in the industry.
network “for us, by us”. Firm B is seen to offer better
services compared to its competitors.
RESULTS AND DISCUSSIONS
Firm C
The advertisements’ analyzed are on various Pay off line: Life without Data
four firms in the telecommunication industry. It will Theme: Network Coverage
be denoted as Firm A, Firm B, Firm C, and Firm D for
better understanding. The advertisement employs endorsement
appeal starring celebrity, Gabriel Afolayan, who is
Firm A stranded on an island as seen in https://www.youtube.
Pay off line: Sunrise, Together in Love com/watch?v=9QOKJ0FGk90. He tries all different
Theme: Network Quality, Network Coverage methods to get back to civilization but all fail. He
Creative strategy analysis: this is an analysis of two has to start living on the island until he stumbles on

A Thematic Analysis of Advertisement.....(Esther Amah, et al.) 225

civilization in his quest for food. Alade (2016) rated life until he finds civilization in an ongoing party he
the advertisement 8,4 over 10. It depicts a good stumbles on. Likewise, with the firm’s product, life
advertisement because it recalls, and conveys the will be okay.
message about data. Moreover, it is distinct and well Product in Firm D depicts a girl who loves
accepted by the public. Alade (2016) also emphasized to study and learn but the traditional method makes
that it was the most interesting advertisement in years it hard. It is because books are many, heavy, and
presented by Firm C. The advertisement portrays that difficult. The Cliqlite World is accentuated to be a
with Firm C, the target audience is assured that they better solution.
have a “data that works” because without data there The advertisements analyzed use the common
is no life. appeals even in other industries. According to Ambekar
(2009), rational and emotional appeals consisting
Firm D of music, celebrity, adventure, and romance form
Pay off line: Cliqlite World the majority of appeals found in the advertisements
Theme: Easy Learning analyzed. These appeals are very effective for the
youths and children. Meanwhile, for adults and the
The Cliqlite World shows an improved way of elderly, rational appeal is more effective, because
the target audience engaging in the studies as shown in most adults want to know what they gain. The analysis
https://www.youtube.com/watch?v=8V6uDNhECtE. does not portray which target audience they intend to
It gives information of how to use the website using a attract. With the intention to attract a target audience,
lady’s’ voice which easily connects with the audience. it ensures sales volume.
This is an emotional set to attract subscribers to listen The themes used in the advertisement messages
and find out what the service is about. Product D depicts show how the advertisers intend to persuade the target
that learning can be fun by offering all information audience into making a purchase decision. From the
and entertainment in one platform which is major way advertisements, terms such as life without data, love,
to gain attention from children. As influencers in the bonus, and others show a connection of the network
family, they can “pull” their parents to subscribe this service providers with quality service, good network
telecommunication network. Studying is good but coverage, and good call charges. Although, presenting
carrying all the books can be cumbersome. That is what quality service through the advertisements do not
Cliqlite World manages. It also uses rational appeal guarantee that when the customer uses the particular
by informing the audience about the benefits of the network service providers, they will experience the
products, especially to youngsters. The presentations same. Some consumers often complain that in some
adopting the appeals and themes are found in the locations, they do not get service to either call out or
advertisements by portraying persuasion. be called. This is one of the critics of advertising of
The six advertisements analyzed in the four deception and creating artificial demand to stimulate
firms persuade the target audience in similar ways. purchase decision. For instance, claiming that
Explaining the presentations of one firm at a time; downloading an application for learning will improve
Firm A in the two advertisements present a happy education or children’s studies is a wide guess that
mood. In the first advertisement, a couple expresses could be true and untrue until it is rightly verified.
how much they love each other. Then, in the second Additionally, music is used to present a mood of joy
advertisement, there are happiness and celebration and unity by establishing a connection between the
because of the successful delivery. The best way to product, happiness, and unity. This implies that with
celebrate is for everyone to dance together and good the network service providers, their network quality
music. This emphasizes that love has no bounds and ensures happiness and it is not attributed to the product
that is how far the Firm network can reach. With in just one firm. This can better explain Pavlov’s
that network, there are no boundaries to the network learning model that reinforcement makes association
coverage. With this, the target audiences are influenced stronger, which means that reinforced advertisements
to choose and use this network. by using the appeals and themes as mentioned earlier
Advertisements in Firm B depict drama and influence consumer choice.
the use of celebrities to persuade the target audience.
The first one presents a group of workers by praising
another worker for getting them the best meal at an CONCLUSIONS
affordable rate. Then, the scene moves to another
employee in the mechanic shop who has four times The researchers examine the advertising appeals
what they have to eat. This is used to emphasize that and themes found in the telecommunication industry
the recharge of any amount will be quadrupled (4x). on Nigerian television stations. The themes vary from
The second one focuses more on the benefits of the improved service regarding network quality, network
Firm’s product and uses a code given by the Firm to coverage, and call charges. The advertisements
win a certain amount. employed both emotional and rational appeals to
Advertisement in Firm C emphasizes the phrase convey the message. These themes and appeals are
“life without data,” and “data that works” in the product capable of influencing consumer’s choice of network
presentation. Being lost on the island, the actor has no service provider. The findings show that although

226 Binus Business Review, Vol. 8 No. 3, November 2017, 221-228

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