Title: Digital Marketing As A Driver Of Brand Visibility Among Marketing Education Students In Niger Delta University
Authors: Dr. COMFORT G. Surveyor
Volume: 10
Issue: 3
Pages: 146-155
Publication Date: 2026/03/28
Abstract:
This study examined digital marketing as a driver of brand visibility among Marketing Education students in Niger Delta University. Three objectives, research questions and null hypotheses guided the study. The study adopted the descriptive survey research design. The population of the study comprised 67 Marketing Education students in Niger Delta University. Since the population was manageable, the entire population was used for the study. The instrument for data collection was a structured questionnaire titled Digital Marketing as a Driver of Brand Visibility Questionnaire (DMDBVQ). A total of 67 copies of the questionnaire were administered, out of which 47 copies, representing 70.1%, were retrieved and used for analysis. Mean and standard deviation were used to answer the research questions, while independent samples t-test was used to test the hypotheses at the 0.05 level of significance. The findings revealed that search engine optimisation, social media marketing, and content marketing drive brand visibility among Marketing Education students in Niger Delta University to a high extent, with grand mean scores of 3.20, 3.27, and 3.23 respectively. The study further revealed that there was no significant difference between male and female students in their mean ratings on the extent to which the three dimensions of digital marketing drive brand visibility. The study concluded that digital marketing is a significant driver of brand visibility among Marketing Education students in Niger Delta University.