SOCIAL MEDIA ENGAGEMENT AND CUSTOMERS’ LOYALTY TO TELECOM SERVICE FIRMS IN CROSS RIVER STATE: A CASE STUDY OF MTN

The study evaluated attendees' spending behavior and satisfaction during Calabar carnival in Cross River State, Nigeria. It was motivated by the drive to improve service qualities of this globally-rising carnival. While past studies examined cultural, socio-economic, and developmental impacts of festivals globally and regionally, none specifically focused on attendees’ satisfaction and spending behavior during festivals in Calabar. Hence, the study sought to: examine the correlation between socio-cultural factors, demographic characteristics, and attendees spending behavior and activities with regards to the services rendered during the carnival. A mixed-methods approach was used, combining quantitative inferential statistics with qualitative descriptions to provide comprehensive insights. These results confirmed that socio-cultural activities, demographics, and challenges are strongly associated with attendees’ satisfaction and spending.