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ABSTRACT
The study investigated the awareness and attitude of undergraduate students towards the use of instagram and facebook for advertising clothes, a case study of Benson Idahosa University.The study was anchored on the use and gratification theory and the social cognitive theory. The research design used for the study was survey method of research, the sampling technique was the simple random sampling technique and the questionnaire administered to respondents was a total of hundred and fifty (150) while a hundred and thirty four (134) was retrieved and analysed using the simple percentage. This study reveals that about 90% of students have social media account 65% find the advertised clothes appealing, while 19% don’t. 44% find the advertisement of clothesinteresting, 42% purchase clothes on facebook and instagram and 56% don’t. 46% purchase clothes on advert, the study discovered 38% not so often purchase clothes on adverts, 33% had never purchase the advertised clothes, 32% often times purchase the advertise clothes and the remaining 5% always purchase clothes. The research also discovered other findings which is the purpose why student frequent or use instagram and facebook as a majority indicated through the administered questionnaire that their purpose of these social media platform instagram and facebook is for entertainment and to socialize and communicate and connect with family and friends. The device used to access the platforms by most respondents is their mobile phone which was 95% of the respondents. The study was also able to investigate the reason students don’t purchase clothes advertised on instagram and facebook. The reason was because they are scared of the clothes not meeting their expectation. Due to the discovery of the findings the researcher made some recommendations on the study which are Digital Literacy Programs, Collaborations with Brands, Awareness Campaigns, and Peer-to-Peer Influenceetc. These recommendations were believed by the research to help in the enlightenment of student attitude towards instagram and facebook advertising.
