The influence of social media on fashion among the youth in the fashion industry case study of Uganda Christian university students
| dc.contributor.author | Lydia Obuni Mociruku | |
| dc.date.accessioned | 2026-06-23T08:02:12Z | |
| dc.date.available | 2026-06-23T08:02:12Z | |
| dc.date.issued | 2026-05-18 | |
| dc.description | Undergraduate | |
| dc.description.abstract | Social media has disrupted how people consume fashion all over the world. Sites like Tiktok, Instagram, and WhatsApp are platforms where consumers seek fashion inspiration, learn about trends and purchase products endorsed by influencers. This pattern is common across Generation Z worldwide. Social media platforms impact fashion consumption patterns in Uganda through increased mobile internet penetration and the country’s youthful demographics. Research on how social media affects fashion consumption among youths in East Africa is scant. Available literature focuses on the West and Asia. The aim of the study was to explore how social media influences fashion among undergraduate students of Uganda Christian University (UCU). Objectives were to establish what platforms students used and how often they used them to follow fashion. Secondly, the study sought to determine the correlation between social media following and students’ style preference. Finally, the research investigated how purchases are influenced by social media influencers compared to fellow students. Methodology: The study used a cross-sectional descriptive design and was approached with mixed methods. Ninety undergraduate students of Uganda Christian University (UCU) participated in the study. Data was collected using a structured self-administered questionnaire given out physically and through electronic means. Quantitative data were analyzed through Statistical Package for Social Sciences (SPSS) Version 27, utilizing descriptive statistics, Pearson correlation, and dependent t-test. Tiktok (25.6%) and WhatsApp (23.3%) were the two most used platforms. Social media following correlated positively but insignificantly with student’s style preference (r = 0.174, p =.101). Students’ fashion purchases were significantly influenced by influencers than fellow students(M=3.08 vs M=2.31; t(89) =8.31, p < .001). In conclusion, based on the findings, social media conditionally influences UCU students’ fashion behavior. Although students use social media platforms to follow fashion trends, there was no significant influence of social media following on their style preference. This can be attributed to conditioned factors unique to UCU inhibiting social media from having full behavioral authority. This includes institutional rules, cultural practices, and students’ financial capabilities. Students’ social proof weighed less when compared to influencers. Keywords: Social media, fashion consumption, influencer marketing, Generation Z | |
| dc.identifier.uri | https://hdl.handle.net/20.500.12311/3403 | |
| dc.language.iso | en | |
| dc.publisher | Uganda Christian University | |
| dc.title | The influence of social media on fashion among the youth in the fashion industry case study of Uganda Christian university students | |
| dc.type | Dissertation |