Perceived Influence of Infomercials on The Patronage of Select Diaper Brands Among Nursing Mothers in Uyo

Abstract: This study investigated the perceived influence of infomercials on the patronage of select diapers among nursing mothers in Uyo, Akwa Ibom State. The objectives were to: examine the level of exposure to infomercials on select diapers; find out whether infomercials significantly influence the patronage of select diapers; and ascertain the extent to which infomercials influence the patronage of select diapers. The study employed the Health Belief Model and Uses and Gratifications Theory to give the study theoretical backing. The study adopted survey design, with a sample size of 360 nursing mothers. The findings revealed a high level of exposure to infomercials (68% frequent to very frequent); significant influence of infomercials on patronage (76% agreement); and varying extent of influence (50% reported influential). The study concluded that infomercials play a crucial role in shaping consumer behaviour among nursing mothers in Uyo. Based on the findings, it is recommended that diaper manufacturers increase investment in infomercials; marketers consider socio-economic factors in designing infomercials; and regulatory agencies monitor infomercials for truthfulness and transparency.