Influence of Social Media as Marketing Strategy for Establishing Youth’s Fashion Consciousness and Purchase Intention towards Traditional Fabrics in Southwest, Nigeria

Abstract

The purpose of the study is to examine the Influence of social media as a form of marketing strategy for establishing youth’s fashion consciousness and purchase intention towards traditional fabric brands in Southwest, Nigeria. Undergraduate students of Tai Solarin University of Education, Ijebu-Ode, Ogun State, Nigeria were the targeted population of the study. The study adopted a Descriptive survey design. A convenience sampling strategy was adopted for the collection of data. The proposed study uses standardized questionnaire and 388 questioners were distributed among respondents randomly and got back 346 responses. Findings of the study show that Social Media affects both the Fashion Consciousness of  the youth and the youth purchase intention towards  traditional fabric brands, but the effect is weakly as it shows weak significant positive relationships. So it is revealed that Social media has little bit influence on youth  Purchase intention as well as Fashion Consciousness of  the youth. The study recommend among others that, traditional fabric practitioners should select the most appropriate social media platform to the youth that would provide the needed  information to make the youth make quick and reliable purchase decisions; Fashion marketers involved with traditional fabric  businesses should create innovative pages that have correct data, facts and figures, needed to  serve and enrich the overall buying experience of the  customers especially the youth  rather than fill the pages with irrelevant information

Keywords: traditional fabric, Social Media, fashion marketing strategy, youth consciousness, purchase intention