Current Volume 7
Utilization of Social Media Among Fashion Merchandisers in Promoting Fashion Products for Sustainable Living in Benue State
Abstract
The study assessed the utilization of social media fashion merchandisers in promoting fashion products for sustainable living in Makurdi Metropolis. Three (3) research objectives were formulated for this study. The population for the study was made up of 145,000 fashion merchandisers. Taro Yamane was used to calculate the sample size 398 respondents, while Bouley’s formula was employed to distribute the sample size across the wards. Mean score was used to achieve the objectives. Findings showed that the most frequently sold digital fashion items was sown wears ( ? =3.75) More so, findings also revealed that the most commonly used digital platforms was Facebook ( ? =3.95). findings further showed the major challenge encountered during the usage of social media was undersize/oversize products. Finally, the study concludes sown gowns as the highest sold fashion items on digital platform, Facebook and WhatsApp also as the most used social media platform to promote and merchandise fashion products. Challenges faced by fashion merchandisers are inadequate finance, internet fraud, subscription difficulty, lack of technological knowledge, undersize/oversize products among others. It was recommended that awareness should be raised among fashion merchandisers about the availability of most fashion items online for increased patronage, Fashion business owners should advertise more on digital platform such as Facebook and WhatsApp. The cost of subscription by network provider such as MTN, GLO etc should be lowered so as to enable consumers to spend more time online in search for desirable fashion items, likewise, fashion merchandisers should make use of the concept of standard fit information in selecting the items to display on digital platform so as to ameliorate the challenges of undersize/oversize products.
Keywords
Social Media Merchandising, Social Media Platform, Fashion Merchandiser, Fashion Products, Sustainable living.
Citations
IRE Journals:
Kingsley H. O. , Agbo, D. A.
"Utilization of Social Media Among Fashion Merchandisers in Promoting Fashion Products for Sustainable Living in Benue State" Iconic Research And Engineering Journals Volume 7 Issue 10 2024 Page 163-170
IEEE:
Kingsley H. O. , Agbo, D. A.
"Utilization of Social Media Among Fashion Merchandisers in Promoting Fashion Products for Sustainable Living in Benue State" Iconic Research And Engineering Journals, 7(10)
About IRE Journals
IRE Journals is an open access online journals established with an aim to publish high quality of research work in various diciplines. We have more than 6 years in publications. Over 2500+ papers already published.
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