Abstract

This study investigated the relationship between cultural content creation and marketing performance in the context of television stations in South-south, Nigeria. The study made use of the cross-sectional survey research design and specifically, the explanatory research design and a correlational study. The resource dependency theory was used to underpin the study. The population of the study was the nineteen (19) television stations operating in the South-south region of Nigeria. The study adopted a census study were the population was fully studied. But, three managers; programme manager, marketing manager and the general manager in each company made up the respondents of the study. Fifty seven (57) managers were employed for the study. Primary data were collected from the respondents through the administration of 57 questionnaire covering the measurement items of the study variables. The study employed both univariate and bivariate 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 is that, cultural content creation positively and significantly correlates with marketing performance of television stations in South-south, Nigeria. The study concludes that cultural content creation significantly improves marketing performance of television stations in South south, Nigeria. We therefore recommends that, the management of the television stations should make optimal investment in culture contents, develop and sell customers’ driven culture contents. This will enhance customer value, retain the customers in existing and new markets and maximize profitability and shareholders’ wealth.