Electronic Word of Mouth via Social Media Platforms and Event Marketing: Promotion of Rivers State Carnival (Carniriv)

Abstract Electronic word of mouth via social media platforms is a robust marketing strategy since it triggers consumer attitude and purchase intentions towards products, services, and events. The credibility of electronic word of mouth in attracting visitors to carnivals is undeniable, given that attendees vigorously exploit it as a third-party endorsement for the carnival brand. However, this study investigated the influence of electronic word of mouth on promoting Carniriv, a carnival organized by the government of Rivers State. The study specifically assessed the influence of word of mouth via Instagram on promoting Carniriv. Similarly, it ascertained the influence of word of mouth via Facebook on promoting Carniriv. In addition, it determined the influence of word of mouth via X on promoting Carniriv. The population of the study consists of 2023 Gen Z attendees of Carniriv. The sample size was determined using Cochran's formula since the population of attendees was non-finite. Purposive and convenience sampling techniques were used in selecting the respondents from whom data was obtained through questionnaire administration. Analysis of data was conducted using simple linear regression. The findings revealed that word of mouth via each of Instagram, Facebook, and X has a significant positive influence on promoting Carniriv. Since these constructs have proven to be robust in promoting Carniriv, the government of Rivers State is advised to further explore these platforms to improve attendee participation through sharing their memorable experiences with their fans, friends, and community, to boost future attendee traffic and improve revenue generation for the state.