Impact of Educational Attainment on Social Media Marketing Among Civil Servants in Bayelsa State
Abstract
This study examined the impact of educational attainment on social media marketing among civil servants in Bayelsa State. The study was guided by four research objectives and questions. A descriptive survey research design was adopted for the study. The population of the study comprised 178 civil servants at the Ministry of Education, Yenagoa office, which was entirely used as the sample size through a census sampling technique due to its manageable size and accessibility. Data were collected using a structured questionnaire titled the “Educational Attainment and Social Media Marketing Questionnaire ” designed on a 4-point Likert scale. Mean and percentage statistics were used to analyze the research questions, with a benchmark of 2.50 mean score and 62.5% percentage cut-off point for decision making. Findings of the study revealed that all levels of educational attainment had a positive impact on social media marketing among civil servants, as all recorded mean scores and percentage values were above the benchmark. However, postgraduate educational attainment had the highest impact, followed by tertiary, secondary, and basic educational attainment, respectively. The study concluded that higher educational attainment significantly enhances social media marketing effectiveness among civil servants in Bayelsa State. The study recommended that government agencies should intensify digital literacy and social media marketing training for civil servants, especially those with lower levels of education, while also engaging highly educated staff in strategic digital communication roles to improve public service efficiency.
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