Influence of Social Media on Clothing Selection among Households in Enugu State, Nigeria

This study focused on influence of social media on clothing selection among urban and semi--urban households in Enugu State, Nigeria. Specifically, it determined: social media platforms used by the households for clothing selection; ways social media influence their clothing selection; factors influencing their engagement in social media; and measures that could improve the households’ engagement in social media for clothing selection. Survey research design was adopted. Population comprised 725,767 households in the area of study. Data was collected using questionnaire. Data were analyzed using mean, standard deviation and t-test. Findings reveal 12 social media platforms used by households for selecting clothing including: twitter (X) (X̅g = 3.27), Facebook (X̅g = 3.10) and others. Other findings are 10 regular ways social media influence clothing selection, including among others, social media advertisements influence the selection of trending clothing styles (X̅g =2.76). Further findings are 13 factors that influence engagement in social media for clothing selection among households. These include peer recommendations on social media influence decisions concerning clothing styles (X̅g =3.58) and so on. More findings 15 measures that could improve the households’ engagement in social media for clothing selection. These including collaboration with trusted fashion brands would improve content reliability (X̅g = 3.17); monitoring of online reviews would improve trust in vendors (X̅g = 3.24).