ACCESSING THE ROLE OF YOUTUBE IN DETERMINING CLOTHINGSELECTION PRACTICES AMONG HOUSEHOLDS IN ENUGU STATE

Abstract

This study examined the role of YouTube in shaping of clothing practices among households in
Enugu State. Two research questions and two null hypotheses were formulated and tested at
the 0.05level of significance. The study was conducted in Enugu State. The study adopted an
Ex-post facto design. The population of the study consisted of 725,767 households from the
three zones of Enugu State, while 396 households were used as the sample for the study. The
researcher designed and administered a 20-item questionnaire for data collection. Five experts
from the Faculty of Vocational and Technical Education, University of Nigeria, Nsukka,
validated the questionnaire. Their feedback was incorporated to improve the instrument's
validity. To establish reliability, 20 copies of the questionnaire were administered to 20
households in Imo State who were not part of the main study. The Cronbach Alpha method was
used to determine internal consistency, yielding an overall reliability coefficient of 0.77, which
confirmed the instrument's reliability. Data analysis employed mean (X̄) and standard
deviation (SD) to address the research questions, while t-test statistics tested the hypotheses at
a 0.05 significance level. Generally, the study found that three items on YouTube influences
households clothing selection practices in Enugu state, while nine out of ten challenges are
experienced by households when using the YouTube for clothing selection practices. Ten
strategies for improving the positive use of social media were identified. It was recommended
among others that household members, especially the youth and young adults, should be
encouraged by parents, guardians, and various Stakeholders should select and wear
appropriate attire that embodies Nigerian cultural values, with emphasis on modesty.