Role of Electronic Media in Changing Fashion Trends among University Students: A Case of Bahauddin Zakariya University Multan

Abstract

This study is an effort to check the role of electronic media on changing fashion trends as electronic media is getting very much in and used by youth. Within the past years, a greatest development has been witnessed. It focuses on how the students are using electronic media to change their preferences and how they influence from electronic media and adopt new fashion trends. Electronic media like, TV and internet influences has effect on the students of university, the objective of the study are to find out the use of electronic media as changing agent, the factors which influence fashion adoption among youth, and social factors that trigger the fashion adoption, the study were conducted among 176 university students using a survey research design, Data were collected by using questionnaires and the data were analysed using SPSS WIN 09, Both descriptive statistics and inferential statistics were applied in the study, The result of this study shows that electronic media have positive relationship with fashion trends that change the student preferences in their clothing sense through the process of advertisement.