INFLUENCE OF ELECTRONIC WORD –OF- MOUTH (EWOM) MARKETING ON EVENTS: CARNIRIV CARNIVAL EXPOSITION

INFLUENCE OF ELECTRONIC
WORD –OF- MOUTH (EWOM)
MARKETING ON EVENTS:
CARNIRIV CARNIVAL
EXPOSITION
Okolo, Victor O
Department of Marketing, University of
Nigeria Nsukka, Enugu Campus.
Balogun, Hafis Ayinla
Department of Marketing,
College of Business Management Studies,
Kaduna State Polytechnic,
Kaduna, Nigeria.
Nebo, Gerald N
Department of Marketing, Enugu StateBook of Abstract
Accounting and Finance Research Association
University of Science and Technology,
Enugu, Nigeria.
Obikeze, Chinedum O
Department of Marketing, Chukwuemeka
Odumegwu Ojukwu University, Igbariam
Campus, Nigeria.
Nwankwo, Nwabueze L
Department of Marketing, Osisatech
Polytechnic, Enugu, Nigeria
Ikpo, Kobi P Department of Marketing,
University of
Nigeria Nsukka, Enugu Campus, Nigeria.
Mamman, Zacchaeus N
Department of Business Administration and
Management Studies, Niger State
Polytechnic, Zungeru, Bida Campus.
ABSTRACT
Influence of electronic word of mouth
(eWOM) marketing on marketing an
event: Carniriv Carnival exposition was
investigated in this study. The specific
objectives were to assess of the
relationship between Facebook WOM and
marketing of Carniriv Carnival to attendees
and also to determine relationship
between Twitter WOM and marketing of
Carniriv Carnival to attendees. The
population of the study includes student
attendees of 2019 Carniriv Carnival who
were selected through convenient
sampling technique (attendee intercept).
Survey method was adopted and the
sample size of 384 was determined using
Freud and William’s formula known as Z-
score method. Content validity was used
to determine the validity of the instrument
by giving the questionnaires to social
business
experts
and
research
professionals who modified and made the
necessary corrections so that the
instrument can measure dependably and
consistently. Cronbach’s Alpha was used
to determine the reliability of 0.930 which
indicated that there is internal consistency
of the instrument. Questionnaires were
distributed to 384 residents and 300 were
validated.
Pearson’s product moment correlation
coefficient was used in analyzing the data.
Findings revealed that Facebook WOM has a
significant relationship with event marketing
of Carniriv Carnival (r = 0.976, p < 0.05).
Similarly, it was revealed that Twitter WOM
has a significant relationship with event
marketing of Carniriv Carnival (r = 0.965, p <
0.05). The researchers recommend that
event marketing organizations, marketing
companies, institutions should improve their
use of the new social media to foster word-
of-mouth marketing.
Keywords: Word of mouth, Electronic
word of mouth, Event marketing, Carniriv
Carnival, Facebook, Twitter and Media
richness theory.

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