ABSTRACT

The research examines the influence of social media on Nigerian undergraduates dressing habit a case study of Wesley University of Science and Tech. (WUSTO) and Obafemi Awolowo University (OAU).  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 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 and jumia.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 influence 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.

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