EDU, EMMANUEL CHIGOZIE (2026) INFLUENCE OF TIKTOK CONTENTS ON FASHION PREFERENCES AMONG UNDERGRADUATES IN ENUGU METROPOLIS. Other thesis, GODFREY OKOYE UNIVERSITY, ENUGU.
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Abstract
This study examined the influence of TikTok content on fashion preferences among undergraduates in Enugu metropolis. Specifically, the study determined the extent to which undergraduates in Enugu metropolis are exposed to fashion-related content on TikTok, examined the influence of TikTok fashion content on their clothing and style preferences, identified the types of TikTok fashion content most preferred by undergraduates, and investigated the factors that motivate them to adopt fashion trends promoted through TikTok content. The study was anchored on Social Cognitive Theory by Albert Bandura and Diffusion of Innovations Theory by Everett Rogers. A survey research design was adopted for the study. The population comprised 1,592 students drawn from selected faculties and departments in Godfrey Okoye University and the Institute of Management and Technology (IMT), Enugu. Using the Krejcie and Morgan Sample Size Determination Table, a sample size of 310 respondents was determined from a population of 1,592. Respondents were selected using simple random sampling and stratified random sampling, while 238 valid responses were retrieved and analyzed. Data were collected using a structured questionnaire and analyzed using frequency tables and mean scores. Findings revealed that undergraduates in Enugu metropolis are highly exposed to fashion-related content on TikTok. The study also found that TikTok fashion content significantly influences the clothing and style preferences of undergraduates. Furthermore, the findings showed that fashion styling tips, influencer outfit displays, fashion challenges, and fashion haul videos were among the most preferred types of TikTok fashion content. The study equally revealed that factors such as attractiveness of content, perceived fashionability, peer influence, social approval, and the desire to stay trendy motivate undergraduates to adopt fashion trends promoted through TikTok content. The study concluded that TikTok has become a major digital platform influencing fashion awareness, clothing choices, and trend adoption among undergraduates in Enugu metropolis. The study recommended that undergraduates should engage critically with fashion-related content on TikTok, while educational institutions should promote media literacy programmes to help students make informed fashion choices in the digital age.
| Item Type: | Thesis (Other) |
|---|---|
| Subjects: | H Social Sciences > H Social Sciences (General) |
| Divisions: | Faculty of Management and Social Sciences |
| Depositing User: | CHIBUEZE EZE |
| Date Deposited: | 30 Jul 2026 14:40 |
| Last Modified: | 30 Jul 2026 14:40 |
| URI: | http://eprints.gouni.edu.ng/id/eprint/6103 |
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