ATTITUDE OF YOUTH TOWARDS SOCIAL MEDIA ADVERTISING OF FASHION BRANDS

ABSTRACT

This study was carried out to ascertain the attitude of youth towards social media advertising of fashion brands in Edo state (Benin city) Nigeria. It is to examine the attitude of youth towards social media advertising of fashion brands in other ascertain the attitude of youth towards fashion brands social media advertising with youth in Edo State as focus. Using the purposive and simple random sampling techniques, the survey method was adopted in collating research data, with questionnaire being the instrument of data collection used to elicit information from 398 youths social media users in Benin city. This study anchored on the tenets of the uses and gratification, cultivation and elaboration likelihood theories in investigating the attitude of youth towards social media advertising of fashion brands in Edo State. Findings from the study revealed youths in Edo State have a positive attitude towards social media advertising and do not find it intrusive and interfering with their online browsing experience, however they are more likely to engage and follow a page which is actively promoting their products and get attracted by creative designs and aesthetics. Thus this study concluded that youth in Edo State Nigeria have a positive attitude towards social media advertising of fashion brands. The research  further recommends growing Fashion brands should be consistent in promoting their products on social media as it has been proven that youth tend to follow and engage fashion brands actively promoting their products, the important use of celebrity endorsement and creative design and aesthetics as what attracts youths to a page . Also went further to inform fashion brands of the importance of social media advertising to fashion brands.