ONLINE MARKETING EXPOSURE AND ACADEMIC PROBLEMS: IMPACT OF MASS MEDIA MARKETING EXPOSURE ON ACADEMIC PERFORMANCE OF SECONDARY STUDENTS IN ANAMBRA STATE

Abstract

Deleterious impact of online marketing exposure on academic performance of students is one neglected area of research in management, social sciences and educational in Nigeria. This study focused on impact of mass media on academic performance of secondary school students in Anambra state. Structural-functionalist theory was adopted for theoretical framework. The population of study was 11, 249 secondary school students while, the sample size of 250 was used. Cluster sampling, simple random sampling, systematic sampling, and purposive sampling techniques were used. Questionnaires and In-depth Interview (IDI) were used to collect data for this study. The data were analyzed using simple percentage, and frequency distribution table while; the hypotheses were tested using Chi- square (X²). The study found that mass media gadget such as television, is the major media gadget that affects the academic performance of secondary school students. The socio-economic status level of parents and guardians was found to be the major factor that mediates the effects of mass media on academic performance of secondary school students. The study recommends that parents and guardians should play supervisory roles towards their children’s and wards’ use of the mass media with much emphasis on the number of hours these students spend on different kinds of media; the nature of programmes and movies they watch, the managements of secondary schools should prohibit the use of mobile electronic gadgets by the students within the school premises.