Effects of Social Media on Clothing Choice and Fashion Behaviour Among Female Undergraduates in Ogun State

This study examines the effects of social media on clothing choice and fashion behaviour among female undergraduates in Ogun State, South West Nigeria. Social media platforms have emerged as powerful channels shaping fashion identity and consumption patterns among young adults, yet their influence on university students in Nigeria has received limited empirical attention. Using a descriptive survey design, the study targets 300 female undergraduate students in Olabisi Onabanjo University and Babcock University. Data were collected via a structured questionnaire assessing social media usage patterns, fashion-related content exposure, and clothing choice decision-making processes. Objectives include determining the frequency of social media use for fashion content, assessing its influence on clothing expenditure, and examining the relationship between social media exposure and brand preference. Recent literature identifies Instagram and TikTok as the most influential platforms shaping fashion consumption among Nigerian female youths. Data were analysed using mean scores, percentages, and Pearson correlation. The Uses and Gratifications Theory provides the theoretical framework, positing that media consumption is motivated by specific user needs and gratifications. Findings are anticipated to reveal significant positive correlations between social media engagement and impulsive fashion expenditure. Recommendations address university management, Home Economics departments, and parents regarding financial literacy and responsible media consumption education. Keywords: social media, clothing choice, fashion behaviour, female undergraduates, Ogun State.