INFLUENCE OF FASHION ADDICTION ON THE ACADEMIC PERFORMANCE AMONG AMBROSE ALLI UNIVERSITY STUDENTS
Keywords:
Academic Performance, Behavioural Addiction, Fashion Addiction, Peer Pressure, Social Media Influence, Undergraduate Students.Abstract
This study investigates the influence of fashion addiction on the academic performance among undergraduate students at Ambrose Alli University, Ekpoma, Edo State. Four key objectives were explored: determining the prevalence of fashion addiction among students, identifying socio-cultural factors contributing to fashion addiction, examining the effects of fashion addiction on academic performance, and establishing the relationship between fashion addiction and students' academic achievement. Data were collected from undergraduate students through a survey questionnaire and analyzed using descriptive and inferential statistics. The statistical analysis using Pearson Product Moment Correlation revealed a significant negative relationship between fashion addiction and academic performance, with the null hypothesis rejected at 0.05 level of significance. The findings were that the research identified fashion addiction as prevalent among students indicating that fashion-related behaviours form a significant part of students' daily lives. Socio-cultural factors such as peer pressure, social media influence, and family background were found to contribute to fashion addiction. These factors play a major role in shaping fashion-related consumption behaviors among students. In terms of academic impact, the study revealed that fashion addiction negatively affects academic performance of the students. Students experiencing fashion addiction demonstrated reduced study time, increased distraction during lectures, poor time management, and financial pressure arising from excessive spending on clothing and accessories. It was concluded that fashion addiction is present among undergraduate students and it is strongly influenced by peer pressure and continuous exposure to social media content. It was therefore recommended among others that institutional sensitization programs, structured counselling interventions for behavioral addiction management, workshops on responsible social media use, financial literacy training, and closer monitoring of students' academic engagement by advisers.References
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