Influence of social media advertising on the perception and patronage of made-in-Nigeria fashion products by tertiary students in Abia State

  • Okafor, Theophilus Tochukwu Department of Mass Communication, Abia State University, Uturu, Abia State, Nigeria.
  • Innocent Paschal Ihechu Ph.D: Department of Mass Communication, Abia State University, Uturu, Abia State, Nigeria
  • Osuagwu, Gladys Amarachi Department Of Mass Communication, Abia State University, Uturu, Abia State, Nigeria.
DOI: https://doi.org/10.5281/zenodo.15348579
Keywords: Influence, Social Media, Made-in-Nigeria, Fashion, Tertiary students, Patronage

Abstract

This study was carried out to determine the Influence of Social media advertising on the Perception and Patronage of Made-in Nigeria Fashion Products by Tertiary Students in Abia State. The major objectives of the study was to ascertain the extent tertiary students in Abia state were exposed to Made-in Nigeria fashion products on social media and ascertain the extent social media advertisement influences their patronage of Made-in Nigeria fashion products. The study reviewed the Uses and Gratification theory as well as the Media dependency theory. The population of the study was 59,721students in public tertiary institution in Abia state out of which a total of 384students were sampled. The questionnaire served as the instrument for data collection. The findings of the study revealed that tertiary students in Abia State were to a high extent exposed to Made-in-Nigeria fashion products advertised on social media platforms. It was also revealed that tertiary student in Abia State perceive Made-in-Nigeria fashion products to be of good quality. Lastly, it was revealed that social media advertisement to a great extent influencedtertiary students’ patronage of Made-in-Nigeria fashion products. Based on the findings, the researcher concluded that social media advertisement to a great extent influence the perception of tertiary student in Abia state and their patronage of Made-in-Nigeria fashion products. The researcher therefore recommended that more people should take advantage of the opportunities social media has provided and create positive contents about Made-in-Nigeria fashion products so as to promote more favourable perceptions about Made-in-Nigeria products in the minds of people.

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Published
2025-05-06
How to Cite
Theophilus Tochukwu, O., Paschal Ihechu, I., & Gladys Amarachi, O. (2025). Influence of social media advertising on the perception and patronage of made-in-Nigeria fashion products by tertiary students in Abia State. GPH-International Journal of Social Science and Humanities Research, 8(04), 20-34. https://doi.org/10.5281/zenodo.15348579
Issue
Vol 8 No 04 (2025): GPH-International Journal of Social Science and Humanities Research
Section
Articles
Copyright (c) 2025 Okafor, Theophilus Tochukwu, Innocent Paschal Ihechu, Osuagwu, Gladys Amarachi

The authors and co-authors warrant that the article is their original work, does not infringe any copyright, and has not been published elsewhere. By submitting the article to GPH-International Journal of Social Science and Humanities Research, the authors agree that the journal has the right to retract or remove the article in case of proven ethical misconduct.