Abstract

This study investigated the relationship between educational content creation and marketing performance in the context of television stations in South-south, Nigeria. The quantitative research paradigm was adopted with a cross-sectional survey research design. The explanatory or hypotheses testing research design was specifically employed with a correlational method of investigation. The theory underpinning this study was the resource dependency theory. The population of the study was the nineteen (19) television stations doing business in the South south region of Nigeria. A census study was adopted, hence the population was fully studied. However, three (3) managers; marketing, programme and the general managers in each organization made up the respondents of the study. Thus, fifty seven (57) managers were employed for the study. Primary data were collected from the respondent managers. Fifty seven (57) copies of the study instrument (questionnaire) were distributed to the respondents, three (3) copies to the managers in each organization. Fifty (50) copies of the questionnaire were validly used from the returned fifty two (52) copies after coding and editing/data cleansing. The study made use of both univariate descriptive statistics and bivariate inferential statistics for the analysis of data with the aid of the statistical package for social sciences (SPSS), version 25.0. The findings of the study revealed that, educational content creation positively and significantly enhance marketing performance of television stations in South south, Nigeria. The study concludes that, educational content creation improves marketing performance. We therefore recommend that, management of the television stations in South south, Nigeria should make significant investments in educational contents; science, health, engineering, technology, business, politics, law and the environment. This will enhance value delivery for the market, drive customer retention in existing and new markets.