EFFECTS OF SOCIAL MEDIA ON FASHION TREND AMONG STUDENTS OF SELECTED TERTIARY INSTITUTIONS IN ONDO STATE, NIGERIA

Abstract

The thesis examined the extent by which students are exposed to fashion on social media, investigate the effect of social media on fashion choices of students in tertiary institution, evaluate students’ perception regarding certain fashion style in the society and investigate different platform that students use to share their preferred fashion style on social media. To achieve this, data on issues relating to the specific objectives of the study were collected through structured questionnaire and Interview. Structured questionnaires were administered to students of Federal University of Technology Akure, Ondo State. Rufus Giwa Polytechnic, Owo, Ondo State and Adeyemi College of Education, Ondo, Ondo State. The questionnaire was designed to obtain information on age, groups, sex, and tribe. Three hundred and Seventy-four (374) questionnaires were distributed to Students of Federal University of Technology Akure, three hundred and seventy eight (378) questionnaires were distributed to Students of Adeyemi college of Education Ondo and one hundred and fifty (150) for Rufus Giwa Polytechnic Owo. The questionnaires were collected, collated and analyzed. Descriptive Statistic that involved weighted mean, standard deviation and Frequency count, while the interview was intended at exploring an in depth information from the targeted population. The entire questionnaires were subjected to statistical analysis. The questionnaires were given numerical value of responses as 1, 2, 3, 4 and 5. The five point LIKERT scale value was given for easy interpretation and Justification for statistical analysis using frequency distribution, percentage and mode. The Socio-economic characteristics of the respondents in terms of gender, marital status, age, occupation and educational attainment was also analyzed. The questionnaires were analyzed using SPSS statistical package, while the structured interview were analyzed using the thematic analysis. The study examined what extent have social media exposed students to fashion investigate the effect of social media on the fashion choice of students in tertiary institutions, evaluate students’ perception regarding certain fashion styles in the society and investigated the different platform that students used to share their preferred fashion style on Social Media. At the end of the study, it was revealed that fashion trend Influences the economy as the social life of the people. Unlike popular assumption that social media only promote negative foreign fashion, it was discovered that Social media platforms also promote decent indigenous and decent foreign fashion styles.