Journal of Humanities and Social Sciences Studies ISSN: 2663-7197 DOI: 10.32996/jhsss Journal Homepage: www.al-kindipublisher.com/index.php/jhsss JHSSS AL-KINDI CENTER FOR RESEARCH AND DEVELOPMENT Copyright: © 2023 the Author(s). This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC-BY) 4.0 license (https://creativecommons.org/licenses/by/4.0/). Published by Al-Kindi Centre for Research and Development, London, United Kingdom. Page | 7 | RESEARCH ARTICLE Subscriber Perceptions about the Slogans of GSM Network Providers in Nsukka Urban, Southeast Nigeria UZOAGBA, OGECHUKWU MIRALCE 1 , MBAH, BONIFACE MONDAY 2 , OKEKE, CHUKWUMA ONYEBUCHI 3 , OKEKE GLORIA TOCHUKWU 4 ✉ and UZOAGBA CHUKWUNONSO OKECHUKWU 5 1234 Department of Linguistics, Igbo and Other Nigerian Languages, University of Nigeria, Nsukka, Nigeria 5 Department of Fine and Applied Arts, University of Nigeria, Nsukka, Nigeria Corresponding Author: OKEKE GLORIA TOCHUKWU, E-mail: gloria.obasi@unn.edu.ng | ABSTRACT This paper studied subscribers' perception of General System for Mobile Communication (GSM) services, which they receive from network providers in light of their claims, which were encapsulated in their slogans. The study's primary objective was to find out if these GSM operators, mainly AIRTEL, ETISALAT, GLOBACOM and MTN, lived up to their claims in terms of the quality of services rendered to their subscribers. The two independent variables used in the study were age and location, while customers' satisfaction was the dependent variable. The study's findings show that each of these GSM network providers violated the maxims of quantity and quality to various degrees by not providing good quality calls, SMS and internet services to their customers as they claimed in their slogans. | KEYWORDS Nigerian telecommunication industry, advertising, slogans, subscribers, Nsukka | ARTICLE INFORMATION ACCEPTED: 22 April 2023 PUBLISHED: 29 April 2023 DOI: 10.32996/jhsss.2023.5.5.2 1. Introduction Communication is a primary element of language. In other words, giving and receiving information are essential elements for any communication cycle to be complete. Language helps in the interaction of human beings in various areas of life. Language plays various roles in communication. According to Oyewo (2000), three of these roles are most prominent: to reveal self, express feelings and values, and convey meaningful messages. Over the years, language use among members of a society or community has been of interest to linguists, especially sociolinguists (those who study the interaction of language with society or the relationship between language and society). This interest and desire have been achieved and analysed using several sociolinguistic theories. Communication, the sole aim of language, is a significant driver of development in any society. With the efforts of the Olusegun Obasanjo-led administration of 1999-2007, Nigeria is not left out. Ndukwe (2011) notes that before the advent of the General System for Mobile Communication, henceforth (GSM) in Nigeria, the Nigerian Telecommunications Limited (NITEL), which was the only national monopoly operator in the sector, was synonymous with epileptic services and lousy management. This made the quality of telephone services then to be generally unsatisfactory. GSM came into effect in Nigeria in 2001, but the Nigerian telecommunication (henceforth telecom) industry was not economically advanced prior to this date. This led to the deregulation of the sector in 1992 and the resultant establishment of the Nigerian Communication Commission (NCC) by the then military regime. The NCC issued various licenses to private telecom operators. The first three companies to begin operations in Nigeria were MTN, ECONET (which later changed to VMobile and AIRTEL) in 2001, and GLOBACOM in 2003. ETISALAT (now 9mobile) was given its license in January 2007. The telecom industry is one of the fastest-growing industries, with fierce competition among