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ABSTRACT
The study focused onexposure to TikTok fashion pages and their influence on the dressing patterns of University of Benin students. The objectives of the study were to find out the extent to which UNIBEN student are exposed to tiktok, ascertain the level of influence of Tiktok has on the fashion of UNIBEN students and find out the impact of Tiktok on the fashion choices of UNIBEN students at point of purchase. The theory adopted in the study was the social learning theory. In terms of the research methodology, the survey research design was employed to gather data for the study. Findings of the study revealed that there is a relationship between Uniben dressing pattern and Tiktok Fashion page. Findings also revealed that UNIBEN students agreed that the need to impress others based on what they've seen on Tiktok influence their style of dressing. Based on the findings, the researcher concluded that the complexity of TikTok's influence extends beyond superficial trends to involve deeper psychological, cultural, and social meanings attached to dressing styless. The researcher therefore recommended among other things that Universities should explore collaborations with fashion influencers on TikTok to promote positive and inclusive fashion trends that align with the institution's values. It was also recommended that universities can support student-led initiatives focused on sustainable fashion and provide resources for students interested in pursuing careers in the ethical fashion sector.
