SOCIAL MEDIA AS A TOOL FOR FASHION AWARENESS AMONG NIGERIAN YOUTHS

The research examines the social media as a tool for fashion awareness among Nigerian youths with a case study of RiteQuest University and University of Lagos (UNILAG).  Social media has remained a platform for interaction, communication, and buying and selling especially in this era where advertisers are targeting youth everywhere including on social media and other online platforms to facilitate online shopping and change of attitude including pattern of fashion.  Survey research method was adopted in which 200 copies of questionnaires were administered and 192 were retrieved and analysed using frequency and percentage. Findings show that 100% of the respondents use social media with many of them have at least 3 to 5 years experience. Also, the most visited social media platforms include facebook.com, instagram.com and twitter.com with their engagement dwells on information getting, chatting, making friends, buying and selling among others. Similarly, many respondents shop online while many only imitate fashion online. Many admitted that social media influenced their pattern of dressing because they tend to showcase quality pictures to impress friends and family especially those they have seen long time while social media exposure partially change their dressing styles. It is recommended that advertisers or advert agencies should avoid illicit and porno images should be prevented as stated in APCON code of conducts and other related rules while showcasing fashion and other items on social media. Deceit and other illegal forms of advert should be restricted and sanctioned; this will promote credibility of online patronage.

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