Abstract

This study investigated the moderating influence of communication technology on programme content creation and marketing performance of television stations in South south, Nigeria. The study adopted a quantitative research method and the cross-sectional survey research design was employed, the hypotheses testing research design was used with a correlational method of investigation. The theoretical foundation of the study was the technological acceptance theory or model. The population of the study was the nineteen (19) television stations operating in the south-south region of Nigeria which was fully studied as a census study. However, three managers; programme manager, marketing manager and the general manager in each television station constituted the respondent of the study. Thus, fifty seven (57) respondents were employed for the survey. Data were collected through primary sources. Fifty seven (57) copies of the questionnaire were distributed to the managers of the television stations, three (3) copies to the managers in each of the firm; programme manager, marketing manager and the general manager. The study employed both descriptive and 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 shows that, communication technology positively and significantly moderates the relationship between programme content creation and marketing performance in the context of television stations in south-south, Nigeria. The study concludes that communication technology improves content marketing and brings about marketing performance. We therefore recommend that, management of television stations in south-south Nigeria should make significant investment in communication technologies. This will successfully drive programme content creation and bring about enhanced marketing performance of the television stations in south-south, Nigeria.