E-Learning Resources and Students' Attitudes to Marketing Education at the University of Calabar, Nigeria

This study examined the influence of e-books, e-journals, and YouTube as underpinnings of e-learning resources on students' attitudes to marketing education in the Department of Marketing, University of Calabar. The methodology followed was descriptive in nature. A stratified random sampling method was adopted to draw 200 students from the four academic levels (100 to 400) of the department. A questionnaire was used for data collection. The obtained data were analysed using simple linear regression statistics. The results revealed that e-books (β = 0.423, t = 6.968, p < 0.001, R² = 0.154), e-journals (β = 0.463, t = 9.751, p < 0.001, R² = 0.263), and YouTube resources (β = 0.327, t = 8.024, p < 0.001, R² = 0.194) all had statistically significant positive relationships with students’ attitudes to marketing. These findings indicate that the underpinnings of e-resources significantly impact student behaviour by acting as catalysts for positive attitudes. The study concluded that the dimensions of e-learning resources shape students' attitudes to marketing studies. Based on the findings, it was recommended that the Department of Marketing encourage all students in the department to adopt e-learning practices to enhance their academic performance and self-development.