Title: DIGITAL INFLUENCE AND CONSUMER BEHAVIOUR AMONG STUDENTS ON SOCIAL MEDIA TRENDS ON FASHION SELECTION AND NUTRITIONAL FOOD CHOICES IN UNIVERSITY OF NIGERIA, NSUKKA, ENUGU STATE, NIGERIA

Authors:
Ozioko Nnenna Celestina & Nwaozuru Daniel Ikechukwu

Abstract: Abstract This study examined digital influence and consumer behaviour among students on social media trends on fashion selection and nutritional food choices in university of Nigeria, Nsukka, Enugu State, Nigeria. The research addressed how social media trends influence the fashion selection patterns and nutritional food choices, factors contributing to digital influence, and strategies for promoting informed, healthy, and sustainable decision-making among students. Survey research design was adopted for the study. The population was 322 Home Economics and Home Science students from the University of Nigeria Nsukka, Enugu State and the total sample was used. Structured questionnaire was used to collect data titled: Digital Influence and Consumer Behaviour Questionnaire (DICBQ) and analyzed using mean and standard deviation. Findings revealed that social media trends strongly influence fashion selection patterns (x̅g = 3.24). The study showed that digital media significantly affects nutritional food choices and family feeding practices (x̅g = 3.20). Furthermore, peer influence, online reviews, and accessibility of information, were found to influence consumer behaviour (x̅g = 3.30). The strategies for improving decision-making, including media literacy, nutrition education, and critical thinking skills (x̅g = 3.49). The study concluded that digital media plays a significant role in shaping students’ lifestyle choices, with both positive and negative implications. The study recommends integrating digital literacy into the curriculum and strengthening nutrition education to help students navigate misleading online content while prioritizing quality and health over viral trends. Keywords: Digital Influence, Consumer Behaviour, Home Economics, Home Science, Social Media Trends, Fashion Selection, Nutritional Choices, Enugu State.

Publication Date: 2026-06-04