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ABSTRACT
The study is an examination of exposure to Instagram fashion Pages and its influence on the dressing pattern of the students of the University of Benin. It aimed at evaluating the influence of Instagram on the fashion of Uniben students. It also sought to explore the impact of Instagram on the fashion choices of Uniben students at point of purchase. The survey research method was used to gather the data used for the study. Findings of the study revealed that students of Uniben are well exposed to fashion pages on Instagram and are also very active on the social media platform. The findings also revealed that social media are not the only factor that influences the students’ choice at the point of purchase and most students are ready to spend a lot on the fashion ideas they see on Instagram just to feel good about themselves. The researcher therefore concluded that the extent to which Uniben students are exposed to instagram is high and that they use fashion pages to keep up with fashion trends. The researcher, therefore, recommended that Fashion brand should build interpersonal relationship with young people through personalized engagement in other to ensure they are remembered at the point of purchase. The researcher also recommended that fashion brands should use Instagram fashion influencers to sell products since most people follow fashion pages on Instagram.
