INFLUENCE OF INSTAGRAM FASHION PAGES ON DRESSING PATTERN OF STUDENTS IN KWARA STATE UNIVERSITY

ABSTRACT This study investigates the influence of Instagram fashion pages on the dressing patterns of students at Kwara State University, Malete. With the increasing use of social media among young adults, Instagram has become a major source of fashion inspiration, promoting diverse clothing styles ranging from casual wear to Western and street fashion. The research sought to determine the frequency of Instagram usage among students, examine their level of attraction to fashion-related content, assess the extent to which they emulate clothing styles and trends, and identify the types of fashion most influenced by Instagram. The study adopted a survey research method. A total of 394 questionnaires were distributed, out of which 350 were duly completed and retrieved, representing an 89% response rate. Data were analyzed using frequency tables and percentages. Findings revealed that a majority of students consider Instagram a reliable platform for fashion inspiration, with many admitting to replicating and purchasing outfits seen on the app. The results further showed that Instagram significantly influences students’ dressing preferences, particularly in terms of Western/foreign fashion and streetwear, while also reflecting a moderate influence on traditional attire. Based on these findings, the study concludes that Instagram exerts a strong impact on the fashion consciousness and dressing choices of university students. It has evolved beyond being a social networking site to serve as a virtual fashion hub where influencers and fashion brands shape youth identity, lifestyle, and consumer behavior. The study recommends that students balance their exposure to online fashion trends with cultural and personal values, while fashion influencers and brands should promote decent, inclusive, and affordable styles. Future research should extend to other universities for broader generalization and examine the psychological and socio-economic effects of Instagram-driven fashion influence.