Leveraging Fashion Exhibition Events and Social Media Engagement for the Promotion of Nigerian fabric Brands

  • Olujoke. S. Akinrujomu Bamidele Olumilua University of Education, Science and Technology, Ikere - Ekiti. BOUESTI. Ekiti - State, Nigeria.   
  • Marcus Taiwo Adedara Afe Babalola University, Ado Ekiti, Ekiti State, Nigeria
Keywords: Event strategy, fashion exhibition weeks, social media, brand visibility, Nigeria fabrics, consumer engagement


This study examines the promotion of Nigerian fabric brands through fashion exhibition events and social media engagement. Utilizing a mixed-methods research design, the study incorporates descriptive research and content analysis. Data were collected from social media networks, review sites, newspaper websites, and published journals, thematically arranged to identify key trends. The findings highlight seven indices from Lagos Fashion Week, Port Harcourt International Fashion Week, and Hayati Fashion Week, emphasizing event strategies and social media engagement levels categorized as high, moderate, or low. Analysis of fabric types used by designers revealed preferences across different regions. The study underscores the effectiveness of integrating fashion events with social media to enhance brand visibility and consumer engagement. Evaluations indicate a strong impact on brand awareness and purchase intentions, though further research is needed to explore long-term effects and strategies for sustaining engagement. This approach provides comprehensive insights into the strategic promotion of Nigerian fabric brands.

Author Biographies

Olujoke. S. Akinrujomu, Bamidele Olumilua University of Education, Science and Technology, Ikere - Ekiti. BOUESTI. Ekiti - State, Nigeria.   

Department of Design and Fine Arts,                                        

Marcus Taiwo Adedara, Afe Babalola University, Ado Ekiti, Ekiti State, Nigeria

Department of Tourism and Events Management, College of Social and Management Sciences, 


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