Al-Hikmah University Journal

The rise of social media and networking has made it faster and easier to access information around the globe, in multiple ways. Most recently the shift in the way information is disseminated is influencing the fashion industry is seeing a major shift in its inspiration of designs and trends, with the use of various social media, blogging sites like Facebook, Twitter, Instagram, Pinterest etc. has been influencing the way we dress, our shopping ideas and what we feel is fashionable. The study therefore investigates the influence of social media on fashion preference among undergraduate students in the University of Ilorin. A descriptive survey research design was used for the study.  The questionnaire was the main instrument for data collection. A sample of 377 respondents was drawn across three faculties in the University of Ilorin, Ilorin, Kwara State. The objectives of the research are to determine the influence of social media information on undergraduates’ fashion preferences and shopping, to determine the usage of social media for fashion shopping by undergraduates, and to examine undergraduates’ perceptions of social media use in their fashion choices. The findings of the study revealed that fashion and lifestyle bloggers today are highly reputable and influential individuals unlike before the magazines are people’s bible on fashion, which they act on just every word of it. The findings also show that people no longer look up magazines as often as they have in the past. Today content is consumed online and people are not only reading through they are adopting it and also giving feedback through the comment section of any social media platform. The study concluded that social media has greatly influenced the undergraduate students of the University of Ilorin, in that it determines their clothing choices, makes them self-conscious of their fashion sense and it also creates competitiveness among them.