Influence of Interpersonal Communication on Consumer Choice of Mobile Phones in Ilorin, Kwara State, Nigeria

Abstract

This paper examined the influence of interpersonal communication on consumers’ choice of mobile phones. A total of 386 phone users among residents of Agbo Oba, Post Office, Sango, Airport, Asa Dam, Taiwo, and Adeta areas in Ilorin, Kwara State, were sampled using a purposive sampling technique, and questionnaires were distributed to gather data from the respondents. The results showed that interpersonal communication influences consumers’ choice of mobile phone. The study discovered that face-to-face conversations about mobile phones are more important than online reviews; verbal feedback received from family and friends usually aligns with consumers' choice of mobile phones, and word-of-mouth communication is more influential than social media reviews. The study concluded that interpersonal communication influences consumers’ choice of mobile phones; therefore, marketers and retailers should leverage interpersonal communication to build consumer trust and guide customers when purchasing their preferred mobile phones.