GENERATIVE AI TOOLS AND DIGITAL MARKETING CONTENT CREATION AMONG BUSINESS EDUCATORS IN TERTIARY INSTITUTIONS IN CROSS RIVER STATE

Abstract

The study assessed GenAI tools and digital marketing content creation among business educators in Cross River State. Two specifically purposes guided the study and were developed into two research questions and null hypotheses. Correlational research design was adopted for the study. The population comprised 95 business educators in four tertiary institutions offering business education programme in Cross River State. Data was collected with the help of two separate instruments: Generative Artificial Intelligence Tools Rating Scale (GAITRS) and Digital Marketing Content Creation Scale (DMCCS). Both instruments were validated by experts and tested for reliability using Cronbach Alpha reliability coefficient to determine their internal consistency. Results obtained were as follows: GAITRS, cluster 1 (0.86); cluster 2 (0.87). Its overall reliability result was 0.89. DMCCS yielded 0.96. A total 87 copies of the instruments out of 95 administered were completed and successfully returned. Data was analysed using linear regression in SPSS. Findings indicated that ChatGPT and Grammarly are significant in their relationship to digital marketing content creation. They demonstrated high positive relationship and can contribute effectively to digital marketing content creation by 37% and 31% respectively. The implication of the findings is that automation of complex creative tasks like digital content creation may demand new skill gaps. Business educators and marketers must be prepared to develop new competencies including prompt engineering, AI oversight, and critical evaluation of AI outputs to remain relevant and competitive. The study recommended among others that business educators should adopt best practices that balance automation with human creativity and responsibility in the use of GenAI.