Artificial Intelligence: Interactive Effect of Google Classroom and Learning Analytics on Academic Engagement of Business Education Students in Universities in Nigeria

The zeal to determine an interactive digital learning environment that supports students’ academic engagement and improve learning outcome necessitated this study. The study adopted quasi-experimental and non-equivalent control-group research design. We used purposive sampling technique to select the sample for the study. Also, the study draws from longitudinal research survey responses of 422 undergraduate marketing students from four universities in South-South Nigeria to test the study hypotheses. The universities include University of Calabar (UNICAL), Ambrose Alli University, Ekpoma (AAU), University of Uyo (UNIUYO), and Delta State University Abaraka, (DSUA). While students of UNICAL and AAU formed the treatment groups, UNIUYO and DSUA students were the control groups. Three sets of instruments were used for the study. They are: e-Marketing Achievement Test Questionnaire, Marketing students’ academic engagement scale, and Students\u27 Learning Satisfaction Scale. The three instruments were validated by five experts consisting of one expert from each of the institutions studied. The reliability of the instruments was tested using Cronbach alpha coefficients which yielded coefficient reliability indices of 0.850, 0.835 and 0.863 for e-MATQ, MSAES, and SLSS respectively. A repeated measure analysis of variance (ANOVA), hierarchical multiple regression (HMR) analysis, and 5000 re-samples BC bootstrapping were used to test the hypotheses at 0.05 level of significance. Results showed that marketing students exposed to treatment improved significantly in their academic achievement at Times 2-3 when compared to the control group. Students expressed satisfaction and willingness to engage in academic activities via E-MVC, while academic engagement had a full mediation effect on students learning performance. We recommend that university administrators and the Ministry of Education should create an enabling virtual environment that promotes the usage of E-MVC for effective teaching practice