ABSTRACT

The rapid proliferation of social media platforms in recent years has revolutionized the fashion industry, fundamentally altering how individuals, particularly students in tertiary institutions, engage with and are influenced by fashion trends. Abia State, Nigeria, known for its vibrant fashion culture, provides an intriguing backdrop for studying the influence ofsocial media on fashion and clothing trends among students. This project work explores the complex relationship between social media and fashion choices among students in tertiary institutions in Abia State. The study employs a mixed-methods approach, combining surveys and qualitative interviews to gather data. Findings from the research reveal that social media platforms play a significant role in shaping the fashion preferences and behaviors of students. Instagram and TikTok emerged as prominent platforms where students seek fashion inspiration and interact with fashion influencers. The study also highlightsthe impact oflocal and global fashion influencers, demonstrating that students draw inspiration from a diverse range ofsources. Moreover, the research uncovers the transformative role of social media in students' self-presentation, as they use these platforms to express their personal style and cultural identity. It also delves into the influence ofsocial media on purchasing decisions, with students admitting that they are more likely to buy clothing items they have seen on these platforms. Demographic factors, such as age and gender, were found to influence the extent and nature of students' engagement with social media for fashion-related purposes. This project's insights have implications for the fashion industry, educators, policymakers, an marketers. It sheds light on the need for fashion brands and influencers to harness the power of social media to engage with this influential demographic. Additionally, it provides a deeper understanding ofhow cultural contexts and digital platforms intersect in shaping fashion choices among students in Abia State. In conclusion, the influence ofsocial media on fashion and clothing trends among students in Abia State is a multifaceted and evolving phenomenon. This study contributes to the broader discourse on the inte