Impact of Television Advertising Behaviour Towards Baba Twins Herbal Medicines Among Residents of Nembe, Bayelsa State, Nigeria
Abstract
This study assessed the image of television advertising on consumer behavior towards Baba Twins herbal medicines among residents of Nembe, Bayelsa State, Nigeria. The hierarchy of effect and uses and gratifications theories were anchored as a theoretical framework. This study adopted the positivist research philosophy and a descriptive survey research design. The population of the study comprised all adult residents of Nembe community, estimated at 25,000 individuals based on the National Population Commission (NPC, 2021). A sample size of 380 respondents was determined using Krejcie and Morgan’s (1970) table determinant. The study employed stratified random sampling and data collection was conducted through a structured questionnaire containing closed-ended questions. Data analysis was carried out using descriptive statistics to summarize respondent characteristics and inferential statistics, including multiple regression analysis. The findings revealed that residents of Nembe in Bayelsa State are highly exposed to television advertising of Baba Twins Herbal Medicines. Most respondents indicated that they regularly watch television programs where these products are advertised, notice the advertisements at least once a week, and rely on television as a primary source of information. The grand mean of 3.15 and a weighted mean score above the benchmark confirmed high exposure, while regression analysis showed that television exposure significantly predicts consumer awareness (β = 0.42, p < 0.05). This implies that television serves as an effective channel for disseminating information about herbal medicines in the community. The study concluded that residents of Nembe in Bayelsa State are highly exposed to television advertising of Baba Twins Herbal Medicines, indicating that television serves as a primary medium for creating awareness about herbal products and effectively reaches the target audience in the community. The study recommended that television stations and advertising agencies should ensure consistent and widespread broadcasting of Baba Twins Herbal Medicines advertisements to maintain high exposure among residents of Nembe.
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