Utilization of Social Media Among Fashion Merchandisers in Promoting Fashion Products for Sustainable Living in Benue State

References

[1] Anderson. M, Price, J., and Brusa J, 2011. Turning “Like” to “Buy” social media emerges as a commerce channel (available at http://www.booz.com/media/file/BaCTurning_Like_to_Buy.pdf)

[2] Aderibigbe, N. (2014). Small and medium enterprises (SME) Heroes: Growing a Fashion Label in Nigeria.

[3] Agency Reports (2014). Nigerian Fashion Designers Seeks 150 m to Build Production Hub, Retail Store. Leadership Newspaper.

[4] Ahmed, Y., Ahmad, M., Ahmad, N. and Zakaria, N., (2019). Social media for knowledge- sharing: A systematic literature review. Telematics and Informatics, 37, pp.72-112.

[5] Alalwan, A., Rana, N., Dwivedi, Y. and Algharabat, R., (2017). Social media in marketing: A review and analysis of the existing literature. Telematics and Informatics, 34(7), pp.1177-1190.

[6] Alves, H., Fernandes, C. and Raposo, M., (2016). Social Media Marketing: A Literature Review and Implications. Psychology & Marketing, 33(12), pp.1029-1038.

[7] Amed, I., Balchandani, A., Beltrami, M., Hedrich, S., Rölkens, F. and Beltrami, M., (2019 b). The influence of ‘woke’ consumers on fashion. [online] McKinsey. Available at: [Accessed 8 February 2021].

[8] Amed, I., Berg, A., Balchandani, A., Andersson, J., Hedrich, S. and Young, R., (2018). The State of Fashion 2019. [online] Available at: [Accessed 15 September 2020].

[9] Anderson, K., Knight, D., Pookulangara, S. and Josiam, B., (2014). Influence of hedonic and utilitarian motivations on retailer loyalty and purchase intention: a Facebook perspective. Journal of Retailing and Consumer Services, 21(5), pp.773-779*.

[10] Bonilla, M., del Olmo Arriaga, J. and Andreu, D., (2019). The interaction of Instagram followers in the fast fashion sector: The case of Hennes and Mauritz (H&M). Journal of Global Fashion Marketing, 10(4), pp.342-357.

[11] Brinkley, C. (2012),  Digital Marketing is growing in Australia: but so is the skills gap, consultancy, archived from the original on 21 October 2012

[12] Danielle, W, (2013). Exploring agriculturists use of social media for Agri marketing: Unpublished thesis in agricultural communications submitted to the graduate faculty of Texas tech university in partial fulfillment of the requirements for the Degree of Master of Science

[13] Ellen MacArthur Foundation. (2013) Towards the Circular Economy: An Economic and Business Rationale for an Accelerated Transition; Ellen MacArthur Foundation: Cowes, UK, Availableonline:https://www.ellenmacarthurfoundation.org/assets/downloads/publication s/Ellen-MacArthur-Foundation-Towards-the-Circular-Economy-vol.1.pdf (accessed on 26 February 2020).

[14] Hák, T.; Janoušková, S.; Moldan, B. (2016). Sustainable Development Goals: A need for relevant indicators. Ecol. 60, 565–573. [CrossRef]

[15] Hsu, L., (2019). Antecedents and consequences of attitude contagion processes: the example of apparel brand fan pages. Journal of Product & Brand Management, 29(1), pp.31-51

[16] Hsu, T. and Paton, E., (2019). Gucci And Adidas Apologize and Drop Products Called Racist. [online] Nytimes.com. Available at: [Accessed 17 August 2020]

[17] Kapoor, K. K. Tamilmani, K. Rana, N. P. Patil, P. Dwivedi, Y. K. and Nerur, S. (2018). Advances in Social Media Research: Past, present and future. Journal of Information Systems Frontiers, 20(3), 531–558

[18] Kapoor, K. K., Dwivedi, Y. K., and Piercy, N. C. (2016). Social media marketing and advertising: The Marketing Review, 15(3), 289–309.

[19] Kaur, P. Dhir, A. Rajala, R. and Dwivedi, Y. (2018). Why people use online social media brand communities: A consumption value theory perspective. Online Information Review, 42(2), 205–221

[20] Lal, B. Ismagilova, E. Dwivedi, Y. K. and Kwayu, S. (2020). Return on investment in social media marketing: Literature review and suggestions for future research. Digital and social media marketing. Cham: Springer3–

[21] Mintel., (2019). Purchasing Journey for Fashion - UK - June 2019. [online] Available at: [Accessed 20 September 2020]

[22] Naeem, M., 2020. Uncovering the role of social motivational factors as a tool for enhancing brand-related content. Qualitative Market Research: An International Journal, 23(2), pp.287-307

[23] Nchekwube, J &Chigbu, R. (2014). Clothing consumption problems of ageing women in the family. International journal of family and consumer sciences. 3. 25-31

[24] Nishtha K (2020). Social Media Marketing in the Fashion Industry: A Systematic Literature Review and Research Agenda. A thesis submitted to The University of Manchester for the degree of Master of Philosophy in the Faculty of Science and Engineering 10081036 Department of Materials School of Natural Sciences Faculty of Science and Engineering

[25] Purwar, S (2019) Digital Mark ting: An effective tool of fashion marketing. Proceedings of 10 th international conference on digital strategies for organizational success. University of Allhabad center of fashion/design technology. Available at SSRN: https://ssrn.com/abstract=3318992

[26] Statista. (2020 a). Fashion Brand Social Media Metrics 2019 | Statista. [online] Available at: [Accessed 20 September 2020].

[27] Statista. (2020 b). Global Social Networks Ranked by Number of Users 2020 | Statista. [online] Available at: [Accessed 15 September 2020].

[28] Statista. (2020) d. Number of Social Network Users Worldwide From 2017-2025 | Statista. [online] Available at: [Accessed 15 September 2020].

[29] Stephen, A. T. (2016). The role of digital and social media marketing in consumer behavior. Current Opinion in Psychology, 10, 17–21

@article{1705642,
      author = {Kingsley H. O., Agbo, D. A.},
      title = {Utilization of Social Media Among Fashion Merchandisers in Promoting Fashion Products for Sustainable Living in Benue State},
      journal = {Iconic Research And Engineering Journals},
      year = {2024},
      volume = {7},
      number = {10},
      pages = {163-170},
      issn = {2456-8880},
      url = {https://www.irejournals.com/formatedpaper/1705642.pdf},
      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.},
      month = {April},
  }