INFLUENCE OF SOCIAL MEDIA ON NIGERIAN UNDERGRADUATES DRESSING HABIT

The research examines the influence of social media on Nigerian university undergraduates dressing habit with a focus on Wesley University and Obafemi Awolowo University. Social media have remained platform for interaction, communication, shopping especially in this era where advertisers are targeting youth everywhere including on social media and other online platforms in order sell while exposure to how other people dress have influence their fashion shopping and dressing mannerism. Survey research method was adopted in which 200 copies of questionnaires were administered to students from the duo institution out of which 192 were retrieved and analysed using frequency and percentage method. Findings show that 98% of the respondents use social media with many of them have at least 3 to 5years experience. Also, the most visited social media platform include facebook.com, instagram.com, twitter.com while shopping platform is the jumia.com with their engagement ranging from mere getting information, photo sharing, chatting, making friends, buying and selling among others. Similarly, many respondents shop online while many only imitate fashion online. Many admitted that social media have 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 changed their dressing styles. It is recommended that advertisers or advert agencies should be aware that most of the social media users are adolescents and youths therefore, advertisers should avoid the use of raw or picture that can have negative effect on children, indolence and youth mental and social behaviour while 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.

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