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ABSTRACT
The research examines the influence of social media content on dressing patterns of students in University of Benin. Social media has remained a platform for interaction, communication, and buying and selling especially in this era where advertisers are targeting youth everywhere including on social media and other online platforms to facilitate online shopping and change of attitude including pattern of fashion. Survey research method was adopted in which 150 copies of questionnaires were administered and 150 were retrieved and analyzed using frequency and percentage. Findings show that 98% of the respondents use social media. The study also revealed that student dressing habit is determined by what they see on social media. The same way social media has positive influence, it also has negative influence.
