INFLUENCE OF INSTAGRAM CELEBRITY FASHION LIFESTYLE ON THE ATTITUDE AND PRACTICE OF UNDERGRADUATE STUDENTS OF UNIVERSITY OF LAGOS

Abstract

Instagram celebrities are well known individuals who are popular because of their wins and attainments in areas of entertainment, sports and fashion and can influence their followers who mimic their fashion lifestyle. This study sought to find out the extent to which celebrities can influence the attitude and behaviours of their followers with regards to fashion lifestyle. The study made use of quantitative survey to collect data from 300 respondents who were conveniently sampled. The gathered data was analysed and the findings were presented through tables, frequencies, percentages, and narratives. The findings of the study revealed that celebrities’ influence the behaviour and attitudes of their followers with regards to fashion lifestyle and revealed Toke Makinwa and Burna Boy as celebrities highly followed by their followers. The research uncovered some challenges people encounter in keeping up with Instagram Celebrity Fashion Lifestyle to include lack of designers, proximity to the designers and location. The study recommended that Celebrities should dress more decently and influence their followers positively and also embrace home-made fabrics to promote locally produced fabric.