AKENTEN APPIAH-MENKA UNIVERSITY OF SKILLS TRAINING AND 

ENTREPRENEURIAL DEVELOPMENT 

FACULTY OF VOCATIONAL EDUCATION  

 

 

ASSESSING THE IMPACT OF MEDIA ON LOCAL FASHION INDUSTRY. A 

CASE STUDY OF SOME SELECTED MEDIA OUTLET AND LOCAL FASHION 

FIRMS IN ASHANTI REGION OF GHANA  

 

 

BY 

KATE ARTHUR 

(7201210003) 

 

 

THIS THESIS IS SUBMITTED TO THE FACULTY OF VOCATIONAL 

EDUCATION, IN AKENTEN APPIAH-MENKA UNIVERSITY OF SKILLS 

TRAINING AND ENTREPRENEURIAL DEVELOPMENT IN PARTIAL 

FULFILLMENT OF THE REQUIREMENT FOR THE AWARD OF MASTERS 

OF TECHNOLOGY IN FASHION AND TEXTILE DESIGN 

 

 

NOVEMBER, 2023 



ii 
 

DECLARATION 

Student’s Declaration  

I KATE ARTHUR, declare that this thesis with the exception of the quotation and 

references contained in published works which have all been identified and duly 

acknowledged, is entirely my own work and it has not been submitted either in part of 

whole, for another degree elsewhere.   

 

SIGNATURE:………………………………………… 

 

DATE:………………………………………………… 

 

 

Supervisor’s Declaration  

I hereby declare that the preparation and presentation of this work was supervised in 

accordance with the guidance for supervision of thesis as laid down by Akenten Appiah-

Menka University of Skills Training and Entrepreneurial Development. 

 

NAME OF THE SUPERVISOR: Dr. Isaac Abraham  

                       

SIGNATURE:…………………………………………. 

 

DATE:………………………………………………. 



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DEDICATION 

This work is dedicated to the almighty God for his care and protection in completing this 

study. It is also dedicated to Mr. Kobina K. Mensah and my brother Mr. Owusu – Ansah 

Christian for their immeasurable love, support and encouragement throughout my 

schooling days. 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 



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ACKNOWLEDGEMENT 

The horse is prepared for the battle but victory comes from the Lord. The battle has 

always been by his might. Glory be to God. I am highly indebted to my supervisor, Dr. 

Isaac Abraham for his guide and supervisory work. God bless you for your time and 

effort spent on this work. My sincere thanks go to the institutions that opened their doors 

for me to receive responses from.  I am also indebted to my family, Mekay Creations for 

always giving me the opportunity to conduct my practical works at your premises. To my 

colleagues and friends, Miss Susana Aikins, Mrs. Lydia Arthur and Mr. Baba Adamu 

Yahaya for your support and encouragement in this work. God bless you 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 



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ABSTRACT 

The purpose of the study was to examine the impact of media on local fashion industry, 

using a selected media outlets and local fashion industries in the Ashanti Region as a case 

study. The study used a descriptive research design with quantitative approach. The study 

also adopts positivism as a research philosophy. The used a simple random sampling 

technique and purposive sampling technique and a sample size of 381. The study was 

analyzed with Statistical Package for Social Science (SPSS). The findings of the study 

revealed that the social media platforms is used in marketing and showcasing fashion 

products of the local industry. The social media gives an opportunity of high exposure 

and it offer a possibility to set interactive communication with the customers and get 

more information.  The social media is a communication channel that help in showing 

different brand, new styles, different fashion elegances, the classiness and stylishness of 

the fashion products. The study also revealed that the publication of the fashion brands by 

the social media help in promoting trust and brands and increasing awareness, 

engagement level, gaining coverage and increasing the purchase behavior, sales and 

productivity and financial performance of the fashion productions. The findings of the 

study revealed that for print media to be effective in publication and showcasing of 

fashion brands, stakeholders such as the fashion industries, journalist and customers 

should cooperate with each other. The study also indicates that the fashion should 

consider influencers in showcasing the brands and the right platform and channels should 

be used in display the fashion brands. The study recommend that the local fashion 

industry should focus on crafting advertisement to be more creative and informative 

using the social and print media to help influence the decision of the customers. Also, the 

local fashion industry must try a new innovative business model on print media to build a 

strong relationship, loyalty and interactive approach with the customers. As well the local 

fashion industry should take time to create comprehensive strategic plan by engaging 

print and social media always to markets their products. Also, the local fashion industry 

should be strategically visible on social and print media to encourage the engagement 

level of the customers. Lastly, the local fashion industry must use the print media to 

interactivity between brand and consumer by using a combination of the better and 

luxury fashion brand to provide values to the consumer.  



vi 
 

TABLE OF CONTENT 

 

DECLARATION ................................................................................................................ ii 

DEDICATION ................................................................................................................... iii 

ACKNOWLEDGEMENT ................................................................................................. iv 

ABSTRACT ........................................................................................................................ v 

TABLE OF CONTENT ..................................................................................................... vi 

LIST OF TABLES .............................................................................................................. x 

LIST OF FIGURES ........................................................................................................... xi 

 

CHAPTER ONE ............................................................................................................... 1 

INTRODUCTION............................................................................................................. 1 

1.1 Background to the Study ............................................................................................... 1 

1.2 Statement of the Problem .............................................................................................. 4 

1.3 Objective of the Study .................................................................................................. 6 

1.4 Research Questions ....................................................................................................... 6 

1.5 Significance of the Study .............................................................................................. 6 

1.6 Scope of the Study ........................................................................................................ 7 

1.7 Limitation of the Study ................................................................................................. 7 

1.8 Organization of the Study ............................................................................................. 8 

 

CHAPTER TWO .............................................................................................................. 9 

LITERATURE REVIEW ................................................................................................ 9 

2.1 Overview ....................................................................................................................... 9 



vii 
 

2.2 Empirical Review.......................................................................................................... 9 

2.2.1 Role of Media in the Fashion Industry .................................................................... 15 

2.2.2 Relationship between Media and Fashion Industry ................................................. 18 

2.3 Theoretical Review ..................................................................................................... 20 

2.3.1 Social Cognitive Theory .......................................................................................... 20 

2.3.2 Social Capital Theory .............................................................................................. 21 

2.4 Conceptual Review ..................................................................................................... 22 

2.4.1 Media ....................................................................................................................... 22 

2.4.4 History of Fashion in Ghana .................................................................................... 28 

2.5 Conceptual Framework ............................................................................................... 29 

 

CHAPTER THREE ........................................................................................................ 31 

RESEARCH METHODOLOGY .................................................................................. 31 

3.1 Overview ..................................................................................................................... 31 

3.2 Research Design.......................................................................................................... 31 

3.3 Research Approach ..................................................................................................... 32 

3.4 Research Philosophy ................................................................................................... 33 

3.5 Populating of the Study ............................................................................................... 33 

3.6 Sample Technique ....................................................................................................... 34 

3.6.1 Sample Size .............................................................................................................. 35 

3.7 Sources of Data Collection ......................................................................................... 35 

3.8 Data collection Instrument .......................................................................................... 36 

3.9 Data Analysis .............................................................................................................. 37 



viii 
 

3.10 Reliability and Validity ............................................................................................. 37 

3.11 Ethical consideration ................................................................................................. 38 

 

CHAPTER FOUR ........................................................................................................... 39 

RESULT AND DISCUSSION ....................................................................................... 39 

4.1 Overview ..................................................................................................................... 39 

4.2 Analysis of Demographic Data ................................................................................... 39 

4.3.2 Confirmatory Factor Analysis (CFA) ...................................................................... 46 

4.4 Analysis of Empirical Data ......................................................................................... 47 

4.4.1 Extent to which social media promote local fashion industry ................................. 47 

4.4.2 The extent to which the print media promote the local industry ............................. 50 

4.4.3 The path way for the local fashion industry to advertise on social and the print 

media ................................................................................................................................. 51 

Table 4.6: Path way for the local fashion industry to advertise on social and the print 

media ................................................................................................................................. 52 

4.5 Discussion of Findings ................................................................................................ 53 

 

CHAPTER FIVE ............................................................................................................ 59 

SUMMARY OF FINDINGS, CONCLUSION AND RECOMMENDATION .......... 59 

5.1 Overview ..................................................................................................................... 59 

5.2 Summary of Findings .................................................................................................. 59 

5.3 Conclusion .................................................................................................................. 61 

5.4 Recommendations ....................................................................................................... 62 



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5.5 Suggestion for Further Studies.................................................................................... 64 

 

REFERENCES ................................................................................................................ 65 

APPENDIX ...................................................................................................................... 72 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 



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LIST OF TABLES 

Table 4.1: Socio-Demographic Characteristics of the Respondents ................................. 40 

Table 4.2: Validity and Reliability of Study Constructs ................................................... 44 

Table 4.3: Model Fit Indices ............................................................................................. 46 

Table 4.4: Extent to which Social Media Promote Local Fashion Industry ..................... 48 

Table 4.5: The extent to which the print media promote the local industry ..................... 50 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 



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LIST OF FIGURES 

Figure 2.1: Conceptual Framework on Impact of Media on Local Fashion Industry ....... 30 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 



1 
 

CHAPTER ONE 

INTRODUCTION 

 

1.1 Background to the Study 

Over the past decade, media has redefined the world we are living, it is classified to be an 

area that has huge influenced on most industries. Business world have been concerned 

about the growing rate of media’s and it intensity and impacts, compelling the fashion 

industry to employ it to engage the customers (Boateng, 2016). Innumerable media 

outlets such as the print media, broadcast media, and internet among others has an 

influence in the fashion industry. For instance the social media such as the Facebook, 

Twitter, Istagram, WhatsApp, LinkedIn, and Snapchat contributs much to fashion, 

making populaces to see the different skill and elegances in fashion. The evolution of 

media has shifted fashion industry from traditional form of communication marketing to 

more modern and digital form, engrossing media outlets such as television, radios, 

magazines and online social networking sites. It help the fashion industry to intensify and 

develop long lasting relationship and engagement with the customers (Dolan, Conduit, 

Fahy & Goodman, 2016).    

 

Media outlets are means of communicating, interacting and reaching out to people, 

nonetheless is has developed to be important of our daily lives, having impact in the 

business world (Schulze, Scholer & Skiera, 2014). Media are a form of interactive 

technologies and digital channel that facilitate, create and share information, ideas, 

interest and other form of expression through virtual or network coverage. It is are highly 

interactive platform used by the various industries and have a large influence on 



2 
 

individuals these days and they are used in sharing information, making advertisement 

and engaging in commercial activities among a large populace. The information on media 

platform is very quick to reach masses. The extent of the information shared may also 

influence fashion industries to reach large masses. The media base increase the 

competition base of many production, it is use to retain and attain customers by reaching 

out to people. 

 

In the developed nations, media are seen as great prospects within the fashion industry. 

The engrossment of the media makes customers to catch up with the well-designed 

products and styles (Barger et al, 2016). Formerly fashion industries were based on 

public relations tools, the customers were restricted between the designers and brands and 

they do not have acquaintance on upcoming collections, styles and promotions. The 

growth of media such as print media, broadcast media, and social media in the fashion 

industry has given more establishments contributing to effective measurement of the 

industry. Due to technological advancement and improvement, fashion industry has also 

change to meet the development, encroachment approach and the current business 

environment. Gamble (2019) revealed that media channels these days are used in 

facilitating the sales of fashion products which includes clothing line, shoes and watches. 

In the USA, many fashion designers use the media to stay in touch with the customers, 

they even sells the products online.  The UK the fashion industries use to media outlets to 

offer luxury brand to the customers and large masses (British Fashion Council, 2018).   

 



3 
 

In most developing nation, media is a prevailing and principal area as far as the fashion 

industries is concerned (Liao et al, 2019). Media outlets has been to supports the 

relationship with customers and the fashion industries attracting more audience. It 

boosted the interest and makes viral marketing among luxury brands. When a brand 

travels on the internets, it sometimes becomes intense and it get to lot of people 

depending on the mode of the content. The fashion industry in few African countries has 

provided huge and series of economic benefits, as it contributes to large purchase, it is 

used for huge transactions and dealings. In Kenya, the fashion industry provides 5% of 

Gross Domestic Products and employs about 15% of the country population, since the 

use of media in transaction process. However, much of the fashion industries in the 

Africa are usually unstable, low sales and purchases, having fragmented and difficult 

supply chain because of low advertisement in media.    

 

The fashion industry in Ghana has experience remarkable change over the last few years 

and the brands are increasing embracing media style (Amankwah, Howard & Sarpong, 

2012). The adoption of various media outlets by the fashion industry has led to great 

exponential feedback. The media has been an emerging platform that enables brands 

recognition, it subsidizes the interaction between fashion industries and the customers. As 

a result of increased growth of the media outlets, industries that adopt has increased its 

sales, since it reach out to large people. The media platform helps in a form of 

communicating, content creating, sharing and growing of the production. Even with that, 

most of the fashion industry in Ghana is still subjected to pervasive roadside makers who 

have little advertising knowledge in media (Ahenkorah-Marfo & Akusaah, 2016).  The 



4 
 

fashion industry in Ghana lacks a wide standards with regarding to the success and the 

use of media outlets.     

  

1.2 Statement of the Problem   

The fashion industry these days use the media as a marketing tool to get to the customers, 

enhance sales and performance (Marketer, 2015). However, in Ghana, media are not yet 

recognized by most fashion debuts. Most of them are prevalent and advertised on the 

road side, they have little knowledge in the use of social media platform for 

advertisement. In most developing countries, there is an excessive anguish because of 

lack of development and knowledge in the use of media by the fashion industry. They 

lack the direction to create much awareness in the media to make them strong and 

vibrant. The fashion industry in Ghana is made up of majority of wayside makers and 

most of them are illiterate to the media. Because of the competitive market base and 

technology advancement, fashion industries no longer depends on the retail stores but it is 

based on the media outlets and online marketing. Marketing are expanding with the 

growth of media trend as broadcasting, social networking and use of other technologies in 

fashion industries, which most industries in Africa is lacking.   

 

A lot of studies has been investigates on various media outlets and fashion industry but 

very few studies have been concentrated in Ghana. A study by Dassart, Voloutsou & 

Morgan-Thomas, 2015) revealed that media outlets have very much impact in the fashion 

industry. A related study done by Marketer (2015) in the USA indicates that media’s are 

very much important to promote the fashion industry. Boateng (2016) conducted a study 

on media and fashion industry and indicates that the use media outlets by the fashion 



5 
 

industry contribute to gaining more customer base. Conversely, it appears that very few 

studies have been done that is focused on the impact of media and fashion design in 

Ghana. Also, in the advanced countries, fashion industry has been able to increase their 

transactions and auctions through media outlets, but only small proportion has been able 

to acknowledge in Ghana. Ghana is characterized by trivial fashion designers and they 

have problem with the usage of the media in promoting their business. The indication of 

the failure sometimes arises from the complication nature of the media outlets 

particularly the social media and how to generate the customer value.  

Ahenkorah-Marfo & Akusaah, (2016) argue that the fashion designers in Ghana are 

affected by less experience in the creation, publicizing and promoting of products, the 

media outlets are relatively new marketing phenomenon to Ghanaian fashion industry. 

Also, the media outlets are fragmented with several platforms and it is extremely 

expensive making it for the individual fashion designers employ, monitor and coordinate 

their efforts. Engrossing of various media outlets involves a lot of time and resources 

which fashion industries in Ghana are not ready to comply. Further, the fashion industry 

in Ghana as a whole is still grappling with media in terms of controlling brand perception 

and establishing it markets value. However, given the important of the media and fashion 

industry, more studies need to be done addressing the challenges in it. Also this study 

seeks to fill the scholarly gaps since little studies have been done on media and fashion 

design in Ghana.    

 

 

 



6 
 

1.3 Objective of the Study  

This study seeks to evaluate the impact of media on local fashion industry, “A case study 

of some selected media outlets and local fashion firms in the Ashanti Region of Ghana. 

Specifically, the following objectives guide the study; 

1. To examine the extent to which social media promote the local fashion industry. 

2. To assess the extent to which the print media promote the local fashion industry. 

3. To determine the path way for the local fashion industry to advertise on social and 

the print media.  

 

1.4 Research Questions 

The following questions were derived; 

1. What are the extent to which social media promote the local fashion industry? 

2. What are the extent to which the print media promote the local fashion industry? 

3. What determine the path way for the local fashion industry to advertise on social 

and the print media?  

 

1.5 Significance of the Study  

The study seeks to provide the following outcome; the research would provide 

information to the on the impact of the media to the fashion industry. It would provide a 

certain amount of support in determining suitable strategic activities need to ensure and 

explore media in the fashion industries. Based on its result the study will also provide 

guidance for defining policies on fashion industries and therefore enhance the local 

fashion industries to form a resilient to national development.  



7 
 

 

The study would produce would produce possible solution the challenges of media and 

fashion industries operation to help boost the effectiveness. The findings of the study 

would help decides on the particular type of media outlets that are suitable to promote the 

local fashion industries. In addition, it would help Ghana fashion industries players in 

establishing and defining markets efforts. The study in all will guide the local fashion 

industries to improve upon their sales through the media. It will also serve as a starting 

point for further media outlets and fashion industries investigation in in the Ashanti 

Region. This current study on media and fashion industry would be add up to previous 

literature knowledge. Last but not the least, the study of this nature would be serve as a 

references to researchers, academias and students.  

 

1.6 Scope of the Study  

The focused of the study was media outlets and local fashion industry in Ghana. The 

current research will concentrate on staffs of some selected local fashion firms and some 

media outlets such as Print Media’s in the Ashanti Region. Also, some selected fashion 

industries customers in the Ashanti Region of Ghana was considered. They are key to 

give information on the problem at hand, in which valid information would be made.   

 

1.7 Limitation of the Study  

Firstly, there were challenges of unconcern of some respondents in taking part of the 

study. As a result, the study only focused on selected media outlets and local fashion 

firms. Secondly, time constraints and adequate financial and material resource were 



8 
 

challenges that limited the depth of coverage of the research work. An extensive time and 

adequate resources would have aided to unearth more findings especially considering the 

other fashion firms in the nation as a whole. Preferences measures were made in the study 

concerning the area, however, the condition of the study turned out to be different 

especially when retrieving the questionnaires. Some respondents were reluctant and 

unwilling to respondents to the questionnaires due to time factor. As a result of busy time 

schedules on the part of the respondents, even to get them to answer the questionnaires 

were bit difficult. However, the researcher was able to get them to answer the 

questionnaires on time.  

 

1.8 Organization of the Study  

The study was arranged in five broad chapters and the chapter was divided in sub-

sections. Chapter one presented the background of the study, statement of the problem, 

objectives of the study, research questions, significance of the study, scope of the study, 

limitation of the study and organization of the study. Chapter two focused on the 

literature review which comprises of empirical review, theoretical review, conceptual 

review and conceptual framework. Chapter three deals with the research design, research 

approach, research philosophy, study population, sample technique and sample size, 

sources of data collection, data collection tools, data analysis, reliability and validity and 

ethical consideration. Chapter four covers the data analysis and discussion of the study 

findings. And chapter five deals with summary of findings, conclusion and 

recommendation, the study ends with appendices and references.   

 



9 
 

CHAPTER TWO 

LITERATURE REVIEW 

2.1 Overview  

This chapter present related literature review on the impact of media on fashion industry. 

The review would comprises of empirical review, theoretical review, conceptual review 

and conceptual framework. The study seeks to add up to the knowledge gaps that were 

ignored from the previous studies.  

 

2.2 Empirical Review 

Numerous studies have been investigated on media outlets and fashion industries. A 

study done by Wells, Weinstock & Ellsworth (2019) on media and fashion industry, the 

study considered social network or applications such as Amazon and Alibaba being the 

largest retailer of apparel. The study indicates that this online shopping has an impact on 

the sales of the fashion products. Sabanoglu (2020) did a study in Berlin, considering 

online shopping like Zalando. The study indicates that online shopping is key to the 

purchase of fashion products. However the study recognized that in online clothing’s are 

economical and the retails price is cut to influence more buyers. The clothing are 

purchase all over the world, buyers tend to purchase what they usually prefer.   

 

A related study done by Gilliland (2019) indicates that fashion industry had led to growth 

of 21% and media particularly social media has been significant to it. The social media is 

marketing strategies that influence individuals to purchase fashion products. The social 

media is an advertising tool that helped with the promotion of fashion and in the end it 



10 
 

increase sales. The media account for 66% of all luxury fashion brands and it stimulates 

decision of the corporate individuals. The study indicates that the platforms that are 

suitable to the fashion retails are the Instgram and Facebook where they tend to target 

customers and encourage followers to buy fashion clothing very easily. The digital 

platform help in sharing the fashion brand and inspires customers as the link make it easy 

to choose whatever they like and purchase them.  

 

Nash (2019) conducted a study on media platforms and purchase of clothing designs. The 

study indicates that fast fashion garment are relatively inexpensive and high purchase 

comes about when there is media purchase. The study indicates that media outlets are the 

main factors that influence purchase decision of the customers.  The media are positive 

predisposition toward the sustainable purchase; they influence the consumption of the 

fashion goods. Customers usually prefer affordable prices and they tend to concentrate on 

compare various by tending to different media outlets and make their purchase. The 

media sometimes give information on the origin of the design and other relevant 

information of the fashion brand. A similar study was done by Alam et al (2018), they 

indicate that fashion is a very important to the global industries and the frequent purchase 

these days is characterized by how media outlets advertise the fashion products.  

 

A study by Brewer (2019) indicates that the growth and increasing pace of fashion is as a 

result of the social media. The fashion industry offer many products to the digital 

technology to influence the sales. The development of digital technology has changes the 

lifestyle, predominantly the young millennial who are attached to the media and does 



11 
 

extraordinary shopping opportunities. Social media outlets influence individuals to make 

purchase online as they get the view of the designs online. The media increases the 

awareness of the individuals as they tend to know more of the fashion products online. 

The media outlets shape the attitude behavior gaps and increase the optimistic concern 

with of the users.  According to Papasolomu (2012) the media is used by the fashion 

industry as marketing strategies to influence them to make purchase. The media make 

amends foe designers and publications to be done to host discussions to better 

understanding of the desired demands of the customers. 

 

A study done by DiMauro (2011) on fashion industries and social media, he considered a 

goldmine Companies and trend-testing in USA. The findings of the study indicates that 

social media empowers designers and publications in which the customers capitalized on 

it. The social media goes with the trend, therefore good products are able to trend and it 

increases the rate of purchase. That’s social media platforms helped to advertise fashion 

products to customers, as the products appear visible and transparent to the customers 

which influence the purchase. The customers often react to the beautiful fashion product 

they see on the social media. The study finally revealed that social media helped 

improved and enhanced the fashion industry as the customers increase their purchase 

behavior. The social media creates some form of dialogue between the consumer and 

designer which raise their interaction pattern.    

 

A study is done by Agathou (2011) on media technology and fashion industry, he 

emphasized that media has revamped public interaction in all facets of the fashion 



12 
 

industry. The findings indicates the streaming of the hottest fashion runaway shows, real 

time shopping, as well as bloggers outlooks helps the fashion industry to gain more seats. 

The celebrities sometimes are used to send message on media outlets to influence more 

customers to make purchase. The media is the means of making potential branding of 

products. The print media encourage bloggers to send more digital information and 

updates to a large audience. The transition of the media sites are more in style promoting 

fashion events and updates. The media opens an opportunity for communication between 

the consumers and the designers in the fashion industry. It strengthen the relationship 

both parties and promote transparency and potential discussion on the platform. 

 

A related study is done by Sweetser (2011) on media and fashion products. The 

prominent of the media such as social media influence relative consumers who value the 

products to make an order and purchase the products. The study considered mainstream 

practitioners of media outlets and the findings specifies that fashion industry is not 

comparatively new to social media to this people as it also influence the activities of 

these people. The fashion designers enter into media pattern with the certain of providing 

strong relationship with these practitioners. The fashion industry use the media pattern to 

markets their products to their clients. The exhibition of fashion products on various 

media outlets provides glimpse into proliferation by the customers.  

 

Gullin (2017) study indicates that Web technology provides fashion designers with real 

time experience on consumer behavior. He indicated that the behavior of consumers is 

guided by what the fashion industry put on the Web. Internet technology is used to 



13 
 

interact with real customers through communication platforms and it has an inspiration 

on the customers. Phua & Jin (2011) conducted a study considering the various social 

media platforms and fashion brands. The study indicates that social media platform is a 

medium for communication and building relationship among the clients and fashion 

designers. A similar study considered was the Kim (2016) study, and it was conducted 

with the use of popular social media platforms. The social media platform included the 

Facebook, Twitter, Instagram, and Snapchat. The study indicates that 90% fashion 

industries has social media account and they tend to communicate their products to the 

individual audience.  

 

A study was done by Hugged & Cope (2020) considering various fashion industry in 

Italy and Spain. The study considered various brands provided by the fashion designers in 

the country and conclude that the media to be the main advertisement for the products. 

That the Fashion industry develop crucial marketing tool to send message to the 

consumers. They tend by using online method to communicate to the consumers. A 

similar study was done by Anderson & Hansen (2011), it indicates that the foundation of 

fashion products and the reassurance of purchased is based on the designers approach to 

individuals through online. That online approach is used to build a relationship between 

the designer of the brand and that of the customer. The findings of the study revealed that 

fashion brands strives to gets to the customers through the social media sites.  

 

Kozinets (2006) study on fashion and internets, the study considered the various 

bloggers. The used a quantitative and correlational approach and it indicates that bloggers 



14 
 

offer consumers almost indefinite space for self-expression about the fashion brands. The 

study considered Digital Brands Architect in New York representing fashion and lifestyle 

bloggers. The bloggers are new journalist and influencers. The bloggers maintain the 

consumer’s preference with commentary, description of events of brands through 

graphics or videos. The study indicates that social media and fashion blog offer fashion 

visibility to millions of people. The social media are used to engage customers by sharing 

of information between the customers and the fashion designer. The bloggers are matures 

into fashion trendsetters and they survey markets command to influence purchases.  

 

A study done by Oh, Roumani, Nwankpa & Hu (2017) revealed that media plays a 

considerable character to fashion productions. The media are used to communicate and 

influence the attitude of consumers and purchase behavior. The wholesales and retails 

productions advertise their goods online with discounts to engage the customers mostly 

through the social media. The brands are also communicated to the consumers through 

the media to make them have a virtual presence. The fashion industry are being 

influenced by social media platforms, as the social media connects people and engaged 

them.   

 

CliqAfrica & Avante (2016) revealed that fashion brands in Ghana have been increasing 

on social media lately. The fashion brands in Ghana presently embrace social media to 

influence sales. The fashion products contains stylist element and the trend of stylist on 

social media contributes the sales. However, styles that are currently are displayed by the 

fashion designers on social media. Social media is being accepted by so many people and 



15 
 

it tend to have many influenced. The study revealed that social media platforms serves as 

a contemporary tools that helped to communicates to the customers. A similar a study by 

Boateng (2016) highlights that media outlets are some form of advertising outline that 

and it influence decision-making.   

 

2.2.1 Role of Media in the Fashion Industry  

There has been a significant change between fashion brand, media and customer.  The 

customers have a large influence on fashion brands either good or bad. The fashion 

industries do not only advertise their products on television and magazines but also 

through social media outlets. The social media has been in fluid and it is highly 

interactive platform with limitless opportunities. In all, the media has massive impression 

on the fashion industry. The fashion system was operating at a very slow pace, customers 

less engage in fashion industries, until the introduction of media platform (Bendoni, 

2020). The development of media and the fashion related websites helped promote the 

awareness as well as the attention in fashion.  The media creates spaces for people to 

actively conversation with the fashion business and get involved with the fashion trend 

all over the world. Fashion industries reach to people with fashion content on media to 

increase their sales. The fashion industry usually falls when they fail to reach out to the 

consumer expectation and expectancies.     

 

Additionally, the majority of the fashion industry use the social media to intensify the 

customers about their products and brands. As well the social media platforms are used a 

s a form of communication and showing of fashion brands to large populace. This edify 



16 
 

the populace to make a large purchase of their products. Engaging customers on social 

media make them feel comfortable to purchase the products. Social media platform is 

transferred online and it is a form of automatic support to both the customers and the 

fashion brands. The retail environment support the digital communication as it a form of 

advertisement to the customers. The fashion industries sometimes develop apps to make 

shopping of their brands very easier for customers and provide the location of their 

products to customers (Huggard & Cope, 2020).  

 

Currently the behavior patterns of consumers are significant and a change in the behavior 

is because of the content they get from it. With the media every this is accessible, the 

fashion industry post on the pictures the latest trend to get in contact with the consumers. 

These days, customers to do not necessary wait for their products but possess them 

instantly online. The mindset of the consumer is fueled by the trend of the products and 

how quickly they are able to get access to the products. The customers seek after a brand 

with the latest fashion trend and desired it in a short run. Customers communicate with 

the designers through the media platform and buy products online. Esteban-Santos et al 

(2018) argues that customers choose to buy fashion products when trending through 

fashion bloggers, influences and through friends. They depends on the opinion of others 

in support of facts, basically they depends on the fashion bloggers who advertise the 

products. The fashion magazines are rarely relied on as a power of advertisement. The 

designers tend to concentrates on the power of social media and online platform as a 

means of advertisement. The purchase behavior of the customers in mostly influence by 

activities such as the media platforms. even though some customers disbelieve anything 



17 
 

put on the social media but through conversation and information shared, it influence 

their behavior.  

 

Fashion industry sometimes engage the bloggers to advertise their products on a large 

masses to stimulate the purchase behavior. They employ celebrities to advertise their 

products and make more customers. The celebrities’ endorsement is more promotion of 

the brands and makes the audience aware of the brands and makes good purchase 

(Wigley, 2015). The fashion industries associated with the celebrities are alleged to 

advertise their brands to make a lot of see the beauty. Products of the fashion industries 

are sometimes unravel by many followers through celebrities. Sometimes the fashion 

designers share photos, videos and stories online to communicate to the customers about 

the products. The brands of the fashion industries are showcase online by the industry 

itself to stimulate the acquisition. This approach also increase the communication 

between the customers and fashion industry, as a visual content of the brands is given to 

the customers. Huggard & Cope (2020) revealed that the various media platforms have 

become popular, for fashion brands to communicate their brands story to catch more 

audience consideration. These days, fashion industries in Ghana use the social media to 

portray virtual images, organizes events, fashion shows and moment. They use the social 

media in showcasing business profile to large people as well as showing their brands. 

There is a direct communication between the customers and the fashion brands. There is 

also an immediate feedbacks from the customers to the fashion brands.  The fashion 

industry show different types of product to people which excites and inspires large 

people/ 



18 
 

2.2.2 Relationship between Media and Fashion Industry  

Fashion has always been intrinsically linked to the media outlets, trends are often dictated 

by contemporary media, so it makes sense that media serves as an influences to large 

people. Media has led customer to adopt and move from fashion trend quicker than 

before. Fashion trend with the media allow fashion industries to gain commercial and 

creative success (Mahor, 2013).  The media has created channel to advertise their fashion 

products to influence large market base. Information on fashion brands are presented to 

people through magazines, broadcasting and social media. Fashion industries uses the 

media to reach customers on the stroke engagement with brands image and messages. 

Fashion brands are being purchase when it looked elegant to customers and media makes 

it very attractive. The media platforms is a display case which shows the fashion outfits 

which could be in a form of clothing, bags, hairstyle and shoes to large masses. Fashion 

products are part and parcel of a daily lives of individual, therefore showcasing the 

already like product stimulate the purchases. Globally, fashion industries is being 

sustained by media platforms, as they are used to keep in touch with the customers and 

they get the opportunity to make purchase online (Park et al., 2016).   

 

Baoxin et al., (2015) revealed that in fashion industry, media plays an imperative 

protagonist to advertise and publicized the fashion brands. The media is a major 

mechanism to spread the trend and culture of fashion styles.  The media provides some 

form of fashion information to audience and promotes sales of products. Media provides 

greater efficiency and promoting financial performance of fashion industries. It result in 

financial success of the industry, as it better to be able to react to the requirements of its 



19 
 

customers. Media outlets leads fashion industries to better profit margin which increases 

the size and future of the industries. At this present time, success of local fashion 

industries depends on the usage of the media outlets as a means of advertisement and 

providing information the products since it involves large audience. The fashion industry 

adopts marketing strategies by using the media platform to engage and satisfy the need of 

the customers (Richardson, 2013). Fashion trend are no longer determine by the designers 

but the customers themselves in a form of influencers.  

 

The customers are more likely to influence the markets with the lasted brands. The 

designers in the ends establish the influencers in a form of collaboration to affect large 

audience. The connection of the influencers has become an intermediary between fashion 

brands and customers. The influencers or bloggers have gained credibility these days and 

they are sour of detached to the fashion industry. They have become a large figure 

generating more customers through the trending fashion news and products. The bloggers 

sometimes present it on the digital platforms such as YouTube, Instagram and Facebook 

to stimulate customers. The bloggers have powers and influence on customers purchase 

behavior (Esteban-Santos et al, 2018). The fashion brands try as much as possible to 

employ influencers to target audience to promote their products and sometimes make to 

follow them through the online platforms. For this to be successful, it is important for the 

fashion business to choose influencers that are align with the brand values rather than 

basing on large numbers.   

 



20 
 

2.3 Theoretical Review  

Theoretical review is composed of a well-developed theories which contributes to the 

study phenomenon. it is basically an explanation regarding the concept and philosophies 

of the study which guides the study. For the purpose of this study, the theories that guides 

it includes the following;  

 

2.3.1 Social Cognitive Theory 

The social cognitive theory was initiated by Bandura (1986), the theory was based on 

fundamental psychological behavior patterns of persons and group. The theory is largely 

recognized to be an influence on individual (Chan & Lu, 2004). The theory indicates that 

behavior pattern is assessed based on the anticipation of result. An individual tends to 

expect result before directing and engaging in something. That individual has the ability 

to influence his or her own activities. This theory has been applied to task that of 

complex nature and the acceptance of advanced technology. The recent changes in 

technology have made this theory an important one since it provides a framework to 

understand the behavior of human being.  The researcher considered social cognitive 

theory in study of social media outlets and fashion industry. That the various form of 

media help in gaining prominence customers to access the fashion products as they tend 

to known the value of the products they will get. The argument is that customers purchase 

fashion products when they are influenced by the media outlets and it depends what they 

will get from it. The media stimulate the mental, personal and social states of the 

customers (Cooper & Lu, 2016). The customers purchase of the products, are carried 

away by the anticipation of the beliefs and essential to the products. 



21 
 

The intention of the purchase is linked with the thinking and feelings of the person. The 

implication of this theory is that, individuals purchase behavior is due to the influences 

and what they can get from the products. The media as a factor plays a significant role in 

determine the individual behavior patterns. The composition of the media entails both the 

physical and social make-up. The make-ups entails how social media and broadcasting 

impact on individuals to embrace the fashion world. The theory is supports the study 

because it recognized media to play a role in influencing the purchase behavior of 

individuals.    

 

2.3.2 Social Capital Theory 

The theory was being established by Bourdieu in 1986 and he indicate that the social 

capital theory is an aggregate resources  which is liked tot the possession of a durable 

network to influence decisions. The social capital theory has been discussed in many 

areas including sociology, public health and clothing and fashion realm (Williams, 2006). 

The theory states that social capital is made of resources that are available in a particular 

system to influence decisions of individuals. Social capital serves as a network for 

engagement, trusting and reciprocity to social outcome. The theory reveled that are 

instrumental for individuals to know of something or items. The theory is categorized 

under three dimensions; the structural, cognitive and the rational dimension. The theory 

encompasses how social group influence the behavior of individuals. The theory 

addressed the establishment of individuals getting access to fashion products through the 

media channels. The theory is offers opportunity for the individual who engage in online 

platform or usage to channel their resources to get access to fashion designs online.  



22 
 

2.4 Conceptual Review  

According to Merriam & Simpson (2019), conceptual review is the explanation of key 

concept of the study. It entails the description of the notion of the study phenomenon and 

it includes conception, ideas and background of the key concepts in the study. The 

conceptual review entails media outlets and fashion industry.  

 

2.4.1 Media  

Media is a means of communication which includes the broadcasting (radio and 

television), publishing, print media (newspapers and magazines), photography, internet 

and social media and it has wide influence over people (Smith, 2015). They are 

communication channels that is used to deliver and convey information. The term media 

is an application of modern communication channels and it was first used by Canadian 

communication theorist Marshall McLuhan in the 1954. Media is a very essential tool for 

standardized message and it help in building large audience. The media is the foremost 

motive to increase the recognition and awareness of fashion brand. The new trend of 

fashion is constantly being acknowledged and recognized through media. The use of the 

media aimed at influencing the customer behavior, customers often relate to information, 

sharing opinions, comments and among many others and media is the only means for it. 

Lenhart et al (2015) indicates that the media helps in increasing the purchase of fashion 

commodity or products.     

 

Broadcasting (Radio and Television) 

In the early 1980s, people saw fashion as an oppression and harassment which has no 

positive light. The existence of radio and television came to edify people on fashion and 



23 
 

beauty products, encouraging individual to purchase the products (Bartlett, Cole & 

Rocamora, 2013). Fashion are usually integrated and used in movies and it influences the 

purchases. Radio and television helped in providing advertisement to output of fashion 

industries. Sometimes celebrities are used to markets the fashion product on television 

and radio which has huge impact on sales. Fashion is very key conception especially for 

the celebrities therefore using them on television and radio is much imperative to the 

industry.  The television and radio make fashion more visible to a large number of 

people.  

 

Warner (2014) indicates that broadcasting is very much key to reach large audience and 

the use of broadcasting has brought improvement to the fashion industry across the globe. 

Broadcasting is one of the main source for gaining information with a large audience. 

Many television and radio shows concerning fashion programme has a huge impact on 

the fashion industry, since it commercialized and promote the fashion products. The 

television and radio shows helped with the dissemination of fashion brands. In recent 

years, there has been a change in the fashion markets and it mainly attributes to the 

television and radio programmes, especially the broadcasting of the fashion shows, this 

has increase the demand of the fashion goods.  

 

Social Media  

Social media are made up of very interactive technologies and digital channel which help 

in sharing information, ideas, interest and other form of expression through network 

coverage (Boateng, 2016). Social media are highly interactive based on the application 



24 
 

and user-generated content, over the few years, the fashion industries use the social 

media as a mechanism to effect the people’s purchase behavior. Fashion industry is sector 

which involves publication, advertisement and showcasing of the products and brands 

and social media is a key mechanism to it.  The social media influenced the customers 

and provides opportunity for the procurements the fashion brands. Social media is an 

instrument or mechanism for advertisement and commercialization of different types of 

products. There numerous form of social media for advertisement and it includes 

WhatsApp, Facebook, Twitter, Telegram and Instagram. It provides as an advertisement 

spaces as well as showcasing of different types of fashion brands and products on a large 

coverage.  

 

These days, fashion industry welcomes the social media platforms as a marketing 

instrument to promote their products. Social media provides the opportunity for much 

corporation between the fashion industry and the customs. The social media provides a 

passage for the fashion industry reach people all over the world. The platform offers a 

wide range of fashion design and production, irrespective of where the person or the 

industry is situated are or where they work. The main channel of fashion brand and 

communication of designers is the social media. Kim (2016) emphasized that, social 

media platforms are infiltrating phenomenon and they are used to reach mass people and 

they keep on increasing each day. To him social media are now used as brand awareness 

to share information as well as market intelligence gathering or attracting sales.    

 

 

 



25 
 

Print media (Newspaper, Magazines and Photography) 

The print media play a crucial role in fabrication, circulation and transmission of fashion. 

The fashion industry sometimes uses the print media to communicate to the customers. 

The newspapers, magazines and photography surfaced in the 1980s and the fashion 

industry used in communicating to the audience (Bartlett, Cole & Rocamora, 2013). The 

newspaper, magazines and photography provides a platform for designer clothing, shoes, 

and watches among others to be advertised. Over the years, the print media has adjusted 

to output based and it constantly changing in the industrial, culture and social pattern in 

the fashion industry. In Europe the print media pays much attention to the fashion 

industry which has become well-established unit helping to generate more clienteles. In 

the USA, The print media are encouraged especially in the feminist fashion industry to 

communicate to the customers.  

 

Over the years, there has been a clatter and rattle over western fashion and socialist 

fashion. These days, the socialist fashion type has no chance in contending and 

competing with western fashion. As the western fashion has taking over the world, 

showcasing all their brands and racial stereotype which challenge them is the print media. 

Print media showcase most of the fashion brands and products. Currently in Ghana much 

attention has been given to the print media, there has been a collaboration work between 

the magazines, newspapers, photography, the model, editor, art designer, and many more. 

The print media goes in hand with fashion designing and production, it give detailed on 

how fashion looked on pages.        

 



26 
 

Internet They are social interactive base and user-content, websites and online network. 

The internet for fashion design is possible through techniques such as web (Schulze, 

Scholer & Skiera, 2014). The internet has a large influence on individuals and it is a way 

of sharing information among the individuals or the public. Fashion industry nowadays 

introduce bloggers and influencers to become a typecast of advertisement. The industry 

initiates collaboration with the bloggers to influence more customers.  The internet 

collection is an open source and highly interactive and sharing of information concerning 

fashion products. The internet’s support the creation of informal users network and 

promote the distribution and refining of information content.  The internet help in gaining 

and maintaining markets as the there is a direct communication with the customers who 

access the internet.  

 

2.4.2 Fashion Industry  

Fashion industry is production that is into clothing and accessories. They are businesses 

entity who are devoted into making and selling of clothing, shoes, watches, bags among 

many others (Marketer, 2015).  The fashion industry is dependent on changing trends to 

keep customers. The fashion industry goes along with what is changing in the society or 

the world at large. The fashion industry at this present time is highly competitive, the go 

along with the brand based on trend-driven design and massive outsourcing. With global 

competition based and technological advancement have led to the further reduction in 

retailing and increase in demand of customers through online. The fashion industry no 

longer depends on retail stores for sales but it based on e-commerce, allowing buyers to 

shop and purchase online. The fashion industry are expanding with the growth of the 



27 
 

media, using the broadcasting, print media and social media to reach out to large 

audience, allowing shopping to be done anywhere.  

 

The fashion industry was first introduced in Paris, it moved to Ney York and Milan.  The 

‘fashion’ word came from French ‘Facon’ which means to do something in a particular 

way or manner. Most countries are growing very fast because the y integrate and 

considered fashion on large production, for instance India, considered fashion to be one 

of the mode of the country production which has helped them economically. The fashion 

industry considered to be of great important in India and they usually appear on the 

global stage (Gupta, 2019).  Over the years, there has been an increasing growth and 

entrenched in the fashion industry. The fashion industry now engage in immense supply 

which has led to large sales. These days fashion industry contributed about 30% of global 

exports and employs about 26 million people worldwide. The fashion industry helped in 

increasing economic growth and it has a significant impact in the various countries. The 

customer’s attitude toward fashion coupled with fast and innovative production. Media is 

a vital influences to fashion, it is known that 70% of the fashion customers are influenced 

by the media and swiftly to engage in the latest fashion trend (Ritch, 2015).    

 

2.4.3 Component of the Fashion Industry  

Currently the modern society has made it potential and imaginable for high luxury of 

fashion. There are constituent of extravagance fashion with different pop culture and 

subcultural references (Huggard & Cope, 2020). Fashion industries are affected by 

component which in the end influences the creation, publicizing and promoting the 



28 
 

products. The fashion industry incorporates a lot of designs that influences the customers. 

The fashion design in Ghana has gain international recognition, as they produce to the 

international markets. The fashioning is of very significant, as fashion products especially 

clothing make presence on the international scene. The fashion industry is made up of 

four component and it includes the  

1. Production of raw materials specifically fibers, textiles, leather and fur. 

2. Production of fashion products by designers, manufacturers, contractors and among 

others 

3.  Marketing of the products including advertisement and promotions through the media 

4. Wholesale or retail sales and the e-commerce.   

 

2.4.4 History of Fashion in Ghana 

In Ghana, fashion brands in a form of clothing started in 1700s, there was different style 

of dressing and the mode of dressing were perhaps devoid of western culture. 

Extravagant and proliferate clothing were made and worn by the local people. Even 

though, the mode of dressing was based on tribes, status and individual wealth. Among 

some tribes or people the dressing was made of wraparound stiches, covering half of the 

legs, sometimes it is wrapped around the necks and shoulders. Particularly among the 

Ga’s, the cloth worn is a loincloth and it between their legs together with leather beads 

belt which looped over. The Akan’s wear back end hung and it usually lower than the 

front “Danta” with waist girdle (Boateng, 2016). Also, garments is worn and a large cloth 

is used to serve as a blanketed at night and lounge dress. Most occasions, it is worn by 

wrapping it around the body and the arm was left uncovered. Then men who are Akan’s 



29 
 

wear 10 years fabric and it is used wrapped around their body and hanged on one 

shoulder.  Most often than not, it has become a national clothing to the men in the 

southern part especially during funeral grounds and ceremonies.  

 

In the northern part, the men wear several layers of cloth and five wrapped which covers 

their body (Gadzekpo, 2005). Sometimes the youth dress in a cap made which being 

made of a hart’s skin and they place scuff in their hands. On daily basis, a chain of coral 

is place on their heads and sometimes on their hands. However, the arrival of Portuguese 

and other foreigners influence the style of clothing of Ghanaians. The foreigners were 

trading clothing for Gold and most of the local people were much interested in it.  Later 

the Britain came to influence the style of clothing. Subsequently, the style of clothing by 

Ghanaians has changed, adopting more western fashion trend. The Europeans tend to 

influence everything including fashion.    

 

2.5 Conceptual Framework  

Conceptual framework is a diagram or visual presentation that shows the connection of 

variables in the study (Grant & Osanloo, 2014). The variable that would be used for the 

study is transferred in a visual form to illustrate the interconnection. Conceptual 

framework of the shows the relationship between the independent variable (Media outlets 

such as Print media- Newspaper Magazines and Photography) and dependent variable 

(Fashion Industry). 

 

 



30 
 

        Independent variable                                                              Dependent variable  

          

 

 

 

 

 

 

 

 

Figure 2.1: Conceptual Framework on Impact of Media on Local Fashion Industry  

Source: Author’s Own Construct (2022) 

 

 

 

 

 

 

 

 

 

 

 

 

Photography 

 

 

Newspaper  

 

Magazines  IMPACT ON 

FASHION 

INDUSTRY  



31 
 

CHAPTER THREE 

RESEARCH METHODOLOGY 

 

3.1 Overview  

The chapter three highlight on the research methodology of the study. It includes the 

research design, research approach, research philosophy, research setting, and study 

population, ample technique and sample size, sources of data collection, data collection 

instrument, reliability and validity, data analysis and ethical consideration.  

 

3.2 Research Design  

Research design is basically about how data collection and analysis is being made and it 

also contains the measurement of variables of the study (Creswell & Creswell, 2017). 

Research design emphasized on the systematic method used in describing variables and 

data without influencing it. With research design, information of the study is being 

gathered and it very useful in identifying further areas of research (Creswell, 2014). It is 

very imperative to used research design as it provides a solid foundation in guiding the 

collection and analysis of data. As well, it gives the researcher an opportunity to makes 

preferences the data of the study. It is a foundation in data gathering and interpretation 

and well as making references to the study data. For the nature of the study, descriptive 

research design was used as it ensures the success and explain the impact of media on 

local fashion industry. Descriptive research design generates high-quality responses from 

respondents and gives a clear picture of what's going on at each stage of the research 

process.  It helps in getting accurate figures and analysis for the data collected. 



32 
 

3.3 Research Approach  

According to Creswell (2013), research approach is the technique in collecting and 

examining data in a more appropriate manner. Research approach is the procedure the 

help in analyzing and interpretation of data gathering with respect to the problem of the 

study. The best fitting approach is quantitative research approach.  Quantitative research 

approve is very significant in unravel a research problem which involves a large 

population and large sample size, making it accurate. Quantitative approach is very 

appropriate to explain in detailed the major cause and effects of the phenomenon of the 

study. In order to obtained concrete analysis, quantitative data is more appropriate and 

information are easily acquired to provide a correct outcome of the study. Quantitative 

approach helped provide proper guidance’s and procedures to dignify the problem of the 

study (Farouk, 2016).  

 

The approach help relates to the research design, research philosophy and research 

technique in selecting participants for the study. The quantitative research approach is 

very important to gain a valid sources of data collection from the participants. As well, it 

helped in detecting and elimination of error in the data and it is easy to enter and very 

decisive during interpretation. It also easy in numbering and running out of the data to get 

concrete analysis.  Also, issues regarding the numbering of the data are reduced are 

checked helped in making data decisive and conclusive. Quantitative data would be 

collected from the participants and helped to evaluate it for better understanding. 

Quantitative methods include dignified opinion which forms the basis of any stringent 



33 
 

process of research that come from the formulations of research questions and objectives 

and it is viable in analyzing and interpretation data (Creswell, 2013).  

 

3.4 Research Philosophy  

The study of this nature required research philosophy to help with the purpose of the 

study. The research philosophy is how the data of the study are collected, gathered and 

analysed (Creswell, 2013). Research philosophy is an appropriate procedure for 

collecting and examining of data. It contains the relevant assumptions to be made of 

which gives an explanation about the view of a researcher relating to a particular topic. 

The study of this nature requires positivism as research philosophy. Chan (2015) 

emphasized that positivism is an approach used for empirical evidence such as controlled 

experimental and statistics. Positivism is limited to data collection and interpretation in 

an objective way. It helps in facilitating hypothesis in a highly structured methodology 

and can be used for statistical analysis. The positivism helps to discover creditable and 

measurable results from individuals in order to understand the study topic. Positivism is 

used on quantifiable observation that leads to statistical analysis. It mostly used for 

quantifiable methods such as social survey, structured questionnaire and inferential and 

descriptive statistics because they have good reliability and validity. It much appropriate 

to find the relationship between the independent and the dependent variables. .  

 

3.5 Populating of the Study  

According to Saunders and Lewis (2012), target population is the total number of people 

within the target research setting. The target populations were from the selected media 



34 
 

outlets and local fashion firms. The population is concentrated on the staffs of the media 

outlets such as Print Media, in the Ashanti Region. Also, selected fashion industries and 

their customers in the Ashanti Region were considered in the study population. The 

selected fashion industries are the registered ones and conclusion was able to be made 

from the information obtained. As well, participants were true representation of the 

population.   

 

3.6 Sample Technique  

Sample technique is procedure through which a sample is being selected from the 

population of the study (Descombe, 2014). It is whereby participants are chosen to 

represent the entire population of the study. The sample technique reduces workloads and 

cost as well time of the study. Through the sample technique, high quality information is 

obtained from the population and it serves as the true population of the study. For the 

study of this nature, it is best to employ a simple random sampling techniques and 

purposive sampling technique.    

 

Simple random sampling technique is where every unit of sample has an equal chance of 

being selected from a given population (Creswell, 2011).  Boateng & Okoe (2015) 

indicates research of social media outlets involves simple random sampling and the data 

is being collected from the workers of selected fashion industries. Considering the whole 

population was difficult and too large, with the simple random sampling technique each 

and every person had the chance of being selected.  

 



35 
 

Purposive sampling intentionally selects individual and site in order to acquire the central 

phenomenon (Etikan, Abubakar & Rukayya, 2016). Purposive sampling technique was 

chosen based on proximity and lack of adequate resources to select the number of offices 

for which the sample will be divided to be measured. Purposive sampling is widely used 

for quantitative studies because it is flexible and useful for selecting participant with most 

appropriate use of resources.  

 

3.6.1 Sample Size 

Out of sample technique that sample size could be grasped from the population given. 

Sample size is where certain population is obtained to represents the entire population 

(Maxwell & Chmiel, 2014). It is used to generalize the study population and helped to 

secure the magnitude of the study. obtaining right sample size is very much necessary for 

the accuracy of the study and it tend to have an influenced on the statistical test of the 

study outcome.  

The study considered Krejcie & Morgan (1970) formula in calculating the sample size 

and it at a 95% confidence level with a probability of 0.5. According to Krejcie and 

Morgan, (1970) formula, a study population of more than 1000000 has a sample size of 

384.  

Therefore, the sample size of the study was; 

S = 381 

3.7 Sources of Data Collection  

The data for the study could be gathered from diverse sources with different approach. 

For the purpose of the study, primary source of data collection was used and it was in a 



36 
 

form of structured questionnaires (O’Gorman & MacIntosh, 2014). The data sources help 

to know how information will be gathered and analyzed for conclusion to be made. The 

information was obtained from the workers of the selected fashion industry and it related 

customers. The sources of data will help to know the data for the study is reliable and 

valid.  

 

3.8 Data collection Instrument  

Structured questionnaire was considered to gather information from the participants. 

According to Bell, Bryman & Harley (2018), structured questionnaire was very useful to 

gather data from a large participants and sub-different groups. It is very notably in getting 

information from the large masses. O’Leary (2015) emphasized that the questionnaire 

provides a concrete data to makes reliable inferences and assumptions. The participants 

were given the questionnaire to provide the information. Closed and open-ended 

questions were used for the study, the closed-ended question were generally constrained 

with particular questions and answers. The closed-ended question were given a précised 

and clear instructions to the participants with a required answers. Open-ended questions 

were also provided to the participants to make them express their view devoid of 

confinement. The questionnaires were given to the participants for the period of two-

weeks and it was administered to the participants themselves. 

The administration of instrument, the questionnaire were distributed to the participants 

and researcher hand out the surveys in person. The researcher went back in two weeks to 

retrieve all the questionnaire distributed to the participants. The researcher explain 

uncertainty of the questions to some of the participants after copies of the questionnaire 



37 
 

are given to them. The participants were given the purpose of the study and they are to 

give their opinion independently. The questionnaires were set in a very precise manner to 

make the information more reliable and valid. The questions were designed to deprive of 

errors and mistakes.  

 

3.9 Data Analysis  

The data gathered was selected, coded and entered in Statistical Package for Social 

Science (SPSS) version 22. Because it a quantitative form the analysis will be presented 

in a descriptive statistic with frequencies, percentages, mean and standard deviation. 

Discussion, conclusion and recommendation were made out of this summarized data 

analysis. According to Skoog & Crouch (2014) analytical technique is used to analyze 

problems in a very accurate outcome. The analytical technical are methods used for the 

qualitative and quantitative determination of variables. The study used an analytical 

techniques to unravel the relationship between the dependent and independent variable.   

 

3.10 Reliability and Validity  

Singh (2014) argue that reliability and validity intensify transparency, and decreases 

opportunities to insert and supplement researcher bias in research. Reliability is the 

constancy of the measure to produce similar or same result over a period upon which is 

used.  

For the purpose of measuring reliability, Cronbach Alpha was used to measure the 

internal constituency. For the reason of this study, when the coefficient is 1, meaning 



38 
 

there is higher consistency but when is less than 0.7, meaning there is lower consistency 

level.  

The formula for the calculation is as follows; 

α  =         Nē 

             ā + (N-1) ē 

N indicates the number of items to be tested 

ā show the average variance  

ē indicate the average of all the covariance.  

Morse, (2016) argue that validity determines the face and is the judgment largely based 

on individual on perception. With the validity, the questionnaire was given to the 

supervisor for approval for scrutiny, subsequently validity is determined by expert 

judgment.  

 

3.11 Ethical consideration  

The study of this nature should be guided by ethical principles and protocols especially 

during the collection of data (Saunders et al., 2019). The contribution of the participants 

were taken into considerations, as the participant privacy, anonymity, confidentiality, 

discretion and secrecy were considered by the researcher. The consent of participant was 

obtained, and they were also told of the study's purpose, the source of the questionnaire, 

the study's goal and, most significantly how the information submitted would be utilized, 

as well as their rights and privacy. The participants were given the pleasure of not to 

disclose certain information or partake in the study. The study gave the participant 

assurance to be completely honest in given information to the study. The question were 

made in simple to make the participants comprehend and give concrete answers.  



39 
 

CHAPTER FOUR 

RESULT AND DISCUSSION 

4.1 Overview  

This chapter highlight on result of the data findings and discussions. The data obtained 

were analyzed in accordance with the objectives of the study. The findings of the result 

was presented in tables, frequencies percentages. Reliability and validity was used to 

depict the extent of the instrument used for the study.  

 

4.2 Analysis of Demographic Data  

Background information was asked by the researcher to depict how it relates to study. 

The participants background information includes age group, gender of the participants, 

educational level, the most social media outlets used, types of fashion products produce 

most and frequency in engaging the social media.    

 

 

 

 

 

 

 

 

 

 



40 
 

Table 4.1: Socio-Demographic Characteristics of the Respondents   

Variable  Frequency Percentage  

Age Group of the Respondents  

Below 20 years  72 18.9 

20-30 years  148 38.8 

31-40 years 110 28.9 

Above 40 years  51 13.4 

Gender of the Respondents    

Male 136 35.7 

Female  245 64.3 

Educational level  

Uneducated   47 12.3 

Primary level   64 16.8 

JHS 38 10 

SHS 53 13.9 

Tertiary level  135 35.4 

Professional level   44 11.5 

Media Outlets  

Social media  115 30.2 

Broadcasting  81 21.3 

Print media  134 35.2 

Internet  51 13.4 

Types of Fashion by Print 

Media 

  

Hairstyle  70 18.4 

Clothing  162 42.5 

Bags  41 10.8 

Shoe  51 13.5 

All of the above  57 15 

Engagement of Media Outlets    

Daily  157 41.2  

Once a week  112 29.4 

More than once a week  40 10.5 

Once a month  38 10 

More than once a month  34 8.9 

Source: Field Survey, 2022 
 



41 
 

Table 4.1 shows the demographic characteristics of the participants, with the age group of 

the respondents, 72 of the respondents (18.9%) indicates they are below 20 years, 148 of 

the respondents (38.8%) indicates they are between the age of 20 to 30 years, 110 of the 

respondents (28.9%) indicates they are between 31 to 40 years and 51 of the respondents 

(13.4%) indicates they are more than 40 years. From the findings, it can clearly show that 

the highest age group of the respondent are between the age group of 31-40 years. This 

reflect to the fact that, majority of respondent are matured enough to unravel the problem 

of the study. 

 

Also, the table indicates that 136 of the respondents (35.7%) are males and 246 of the 

respondents (64.3%) of the respondents are females. The findings clearly indicates the 

female’s participant are more than the male’s counterpart. There are higher rate of 

females because they are into fashion more than the males.  

 

With the educational level, 47 of the respondents (12.3%) are uneducated, 64 of the 

respondents (16.6%) completed primary education, 38 of the respondents (10%) 

completed JHS education, 53 of the respondents (13.9%) completed SHS education, 135 

of the respondents (35.4%) completed tertiary educational level and 44 of the respondents 

(11.5%) completed professional educational level. The table indicates that most of 

participants had higher form of education with a tertiary level and they have wide 

knowledge on the study problem.    

 



42 
 

From the mode of the media outlets used to now the fashion type, 113 of the respondents 

(30.2%) indicates they use the social media most, 81 of the respondents (21.3%) indicates 

they use the broadcasting most, 134 of the respondents (35.2%) indicates the mostly use 

the print media, and 51 of the respondents (13.4%) indicates they use the internet most. 

From the findings, it is shown that the print media are mostly preferable to showcase the 

fashion outputs and products and the customers get to know it more through the print 

media.   

 

The table illustrate the types of fashion products put forward by the print media, 70 of the 

respondents (18.4%) indicates the hairstyle is mostly showcased by the print media, 162 

of the respondents (42.5%) indicates clothing are most showcased, 41 of the respondents 

(13.5%) indicates that bags are mostly showcase by the print media, 51 of the 

respondents (13.5%) indicates that what is mostly showcase are shoes and 57 of the 

respondents (15%) indicates the print media showcase all of the above. From the 

findings, the products that is showcase most by the print media is clothing.  

 

Last but not the least, the respondents were to indicates the level of the media outlets, 157 

of the respondents (41.2%) indicates they engage the media daily, 112 of the respondents 

(29.4%) indicates they engage the media once a week, 40 of the respondents (10.5%) 

indicates they engage the media more than once a week, 38 of the respondents (10%) 

indicates they engage the media once a month and 34 of the respondents (8.9%) indicates 

they engage the media more than once a month. The findings revealed that most fashion 



43 
 

designers and customers engage the media daily and put on fashion products and the 

customers get to see more of the fashion outputs  

 

4.3 Inferential Statistics  

The data obtained were analyzed in inferential statistics to allow the researcher draw as 

statement of the study variables. The inferential was used to obtain the validity and 

reliability test as well as the confirmatory factor analysis (CFA). This helped in knowing 

the implication of connection of the study problem.  

 

4.1.1 Validity and Reliability Test  

The study conducted a validity and reliability test to validate the variables which were 

used for the construction of the study. the study considered a LISREL 8.50 as a highest 

point of validity and reliability test. Also, four analytical instrument of LISREL were 

used in the test, it includes composite reliability, discriminate validity, Cronbach alpha 

and confirmatory factor analysis (CFA). Cronbach alpha (𝛼) was used to measure the 

internal consistency of the instrumented used for the study. Also, the validity of the 

instrument measured using the Cronbach alpha, composite reliability and average 

variance extracted.  

 

 

 

 

 



44 
 

Table 4.2: Validity and Reliability of Study Constructs 

Construct 

 

Factor 

Loading 

t-value CR AVE CA 

Extent to which the Social Media Promote the 

Local Fashion Industry 

  0.948 0.672 0.751 

Social media showcase the brands of local fashion 

products 
0.71 Fixed    

Social media is easier, faster and efficient to 

provide fashion information to customers 
0.82 9.84    

It increases the awareness and engagement of 

local fashion products  
0.78 9.45    

It makes general public to see the different skill 

and elegances in fashion products 
0.83 9.87    

It is a marketing tool for connecting brands with 

their target market 
0.87 9.89    

Allows fashion companies to establish suitable 

relationship with customers 
0.85 9.77    

It more visible to a large number of people which 

influence their purchase 
0.79 8.73    

Social media provides quick communication and 

direct contact with customers  
0.80 9.82    

Social media increase the acquisition of local 

fashion product on a large scale  
0.89 10.12    

Extent to which the Print Media Promote the Local 

Fashion Industry 

 0.955 0.550 0.844 

Print media is most effective to build trust and 

promote brands 
0.89 Fixed    

Print media increase efficiency and productivity 

of the fashion industry 
0.79 9.11    

Print media increase awareness and engagement 

of fashion goods and services 
0.88 9.56    

Increase sales of fashion products 0.78 8.56    

High customer increase and retention 0.87 9.54    

Increasing growth in the fashion industry 0.84 9.34    

Increase financial performance of the fashion 

industries 
0.83 9.26    

Fashion organization will be able to develop plans 

that allow for maximum coverage 
0.89 10.34    

Path Way for the Local Fashion Industry to Advertise on 

Social and The Print Media 

 0.950 0.541 0.844 

Fashion designers, journalist and writers should 

work together to use the social and print Media to 

communicate fashion issues 

0.86 Fixed    

Fashion design can be used on front-pages of 

print media to exaggerate headlines captions  
0.93 10.78    



45 
 

Fashion designers should carefully select 

influencers that reinforces their brand image on 

social media 

0.84 9.76    

Choosing the right platform and media 0.89 9.10    

Jumping on trending fashion designs, goods and 

products 
0.81 10.02    

The fashion brand should be made to meet need 

and expectation of the public 
0.85     

The fashion brands should strategically visible on 

the social and print media 
0.79     

 

 

From Table 4.2, the results for all the measures in the study exceeded their recommended 

threshold indicating that the variables were good for the study construct. Specifically, 

variable under the extent to which social media promote local fashion industry had 

Cronbach alpha of 0.751, composite reliability of 0.948 and average variance extracted is 

0.672. Variables under extent to which the print media promote the local fashion industry 

had a Cronbach alpha of 0.844, composite reliability of 0.955 and average variance 

extracted is 0.550. Also, variables under path way for the local fashion industry in 

advertising on social and print had Cronbach alpha of 0.844, composite reliability of 

0.950 and average variance extracted is 0.541.  

 

Besides, the factor loading for each items under all the measurement construct was above 

the threshold 0.40 and the average variance extracted exceed the minimum threshold of 

0.50. The outcome indicates the existence of convergent validity, since all the variables 

has higher factor loading. With the outcome of the validity and reliability test, it can be 

concluded that the variable constructed are valid and reliable.   

 

 



46 
 

4.3.2 Confirmatory Factor Analysis (CFA) 

The variables of the study examined with CFA to determine how it fit perfectly in the 

study. Three-model construct was used to conduct CFA under the LISREL 8.50. The 

measures was considered a good fits when the Comparative Fit Index (CFI>0.90), THE 

Non-Normed Fit Index (NNFI>0.90) and the goodness of fit index (GFI>0.90). Chi-

Square (χ²), degree of freedom DF, normed chi-square (χ²/df<2.0), Root Mean Square 

Error of Approximation (RMSEA<0.8), standard root mean square residual (SRMR).  

 

Table 4.3: Model Fit Indices 

CFA model χ² Df p – 

value 

χ²/df RMSEA NNFI CFI SRMR GFI 

Extent Social 

Media Promote 

Local Fashion 

Industry  

9.12 8 0.00456 1.14 0.0734 0.923 0.934 0.0431 0.956 

Extent Print 

Media Promote 

the Local 

Fashion 

Industry  

9.30 7 0.00423 1.32 0.0765 0.957 0.987 0.0345 0.987 

Path Way for 

the Local 

Fashion  

8.17 6 0.00487 1.36 0.0705 0.979 0.904 0.0451 0.945 

Overall 26.56 21 0.00000 1.26 0.0898 0.932 0.977 0.0678 0.976 

 

Table 4.3 shows the model fit indices for the individual and overall construct. To obtain a 

good model fit for the individual construct, all the variable were considered and measures 

under the local fashion industry construct, none of the items was dropped at this stage. 

Furthermore, all the variables or items left for each construct was combined (overall 

construct) to evaluate the model fit indices. Thus, for the all the model fit, χ2/df was 

below the standard 2, the p-values was below the threshold of 0.05, RMSEA values was 



47 
 

below 0.08, the NNFI values was greater than 0.90, the CFI values was greater than 0.90 

and the RMR values was less than 0.07. RMSEA values was greater than 0.08, the NNFI 

values was less than 0.90, the CFI values was greater than 0.90 and the SRMR values 

was less than 0.07. These values are in accordance with the conventional cut-off points of 

0.05 and 0.08 values considered as good and acceptable fit. Based on this outcome, it can 

be established that the model is good and fits well.  

 

4.4 Analysis of Empirical Data  

This section required to determine the impact of media on local fashion industry in 

Ashanti Region. The study used descriptive statistics to test and analyzed the study 

objectives. The descriptive statistics includes the frequencies, percentages, mean and 

standard deviations.  

 

4.4.1 Extent to which social media promote local fashion industry  

This subsection look at data in relation to the objective, the participants were to give 

details on the extent to which social media promote local fashion industry. A five-point 

scale was use answer and depicts the answers of the participants: Strongly disagree-1, 

Disagree -2, Neutral-3, Agree-4 and Strongly agree-5. The test also considered the Mean 

and Standard Deviation (SD) to known the strength of the variables, the result is shown in 

table 4.4; 

 

 

 

 



48 
 

Table 4.4: Extent to which Social Media Promote Local Fashion Industry  

 

STATEMENT  

 

SD 

 

D 

 

N 

 

A 

 

SA 

 

MEAN 

STD. 

DEV. 

Social media 

showcase the brands 

of local fashion 

products 

12 

(3.1%) 

22 

(5.8%) 

11 

(2.9%) 

84 

(22%) 

252 

(66.1%) 

4.42 1.014 

Social media is easier, 

faster and efficient to 

provide fashion 

information to 

customers 

21 

(5.5%) 

23 

(6%) 

9 

(2.4%) 

 

56 

(14.7%) 

272 

(71.4%) 

4.40 1.147 

It increases awareness 

and engagement of 

local fashion products  

5 

(5%) 

24 

(6.3%) 

25 

(6.6%) 

58 

(15.2%) 

225 

(66.9%) 

4.43 1.154 

It makes general 

public to see the 

different skill and 

elegances in fashion 

products 

22 

(5.8%) 

27 

(7.1%) 

8 

(2.1%) 

72 

(18.9%) 

252 

(66.1%) 

4.33 1.176 

It is a marketing tool 

for connecting brands 

with their target 

market 

44 

(11.5%) 

28 

(7.3%) 

18 

(4.7%) 

78 

(20.5%) 

213 

(55.9%) 

4.02 1.394 

Allows fashion 

companies to establish 

suitable relationship 

with customers 

25 

(6.6%) 

30 

(7.9%) 

9 

(2.4%) 

77 

(20.2%) 

240 

(63%) 

4.25 1.225 

It more visible to a 

large number of 

people which 

influence their 

purchase 

15 

(3.9%) 

17 

(4.5%) 

19 

(5%) 

65 

(17.1%) 

265 

(69.6%) 

4.44 1.044 

Social media provide 

quick communication 

and direct contact with 

customers 

41 

(10.8%) 

27 

(7.1%) 

8 

(2.1%) 

51 

(13.4%) 

 

254 

(66.7%) 

 

1.82 1.383 

Social increases the 

acquisition of local 

fashion products on a 

large scale   

45 

(11.8%) 

50 

(13.1%) 

9 

(2.4%) 

49 

(12.9%) 

228 

(59.8%) 

3.96 1.488 

Source: Field Survey, 2022 

 

Table 4.4 shows the relationship between the print media and local fashion industry; 252 

of the respondents (66.1%) strongly agree that social media showcase the brands of local 



49 
 

fashion products, the Mean (M) and Standard deviation (SD) of 1.014 was derived from 

the statement. 272 of the respondents (71.4%) strongly agree that social media is easier, 

faster and efficient to provide fashion information to customers, Mean (M) of 4.40 and 

Standard deviation (1.147) was derived from the variable.  

 

225 of the respondents (66.9%) strongly agree that social media increase the awareness 

and engagement of local fashion products, Mean (4.43) and Standard deviation (1.154) 

was derived from the variable. Also, 252 of the respondents (66.9%) strongly agree that 

social media makes the general public to see the different skills and elegances in fashion 

products, Mean (4.33) and Standard deviation (1.176) was derived from the variable. 213 

of the respondents (55.9%) strongly agree that social media is a marketing tool for 

connecting brand with their target market, Mean (4.02) and Standard deviation (1.394) 

was derived from the variable. 240 of the respondents (63%) strongly agree that social 

media allows fashion companies to establish suitable relationship with customers, Mean 

(4.24) and Standard deviation (1.225) was derived from the variable.  265 of the 

respondents (69.6%) strongly agree that social media is more visible to a large number of 

people which influence their purchase, Mean (4.44) and Standard deviation (1.044) was 

derived from the variable. 254 of the respondents (66.7%) strongly agree that social 

media provides quick communication and direct contact with customers, Mean (1.82) and 

Standard deviation (1.383) was derived from the variable. 228 of the respondents (59.8%) 

strongly agree social media increases the acquisition of local fashion products on a large 

scale, Mean (3.96) and Standard deviation (1.488) was derived from the statement.   

 



50 
 

4.4.2 The extent to which the print media promote the local industry 

This subsection look at data in relation to the objective, the participants were to give 

details on the extent to which the print media promote the local industry. A five-point 

scale was use answer and depicts the answers of the participants: Strongly disagree-1, 

Disagree-2, Neutral-3, Agree-4 and Strongly agree-5. The analysis considered Mean and 

Standard deviation to further depict the study findings, the result was shown in table 4.5.   

 

Table 4.5: The extent to which the print media promote the local industry 

 

STATEMENT  

 

SD 

 

D 

 

N 

 

A 

 

SA 

 

MEAN 

STD. 

DEV. 

Print media is most 

effective to build trust 

and promote brands 

26 

(6.8%) 

18 

(4.7%) 

9 

(2.4%) 

91 

(23.9%) 

237 

(62.2%) 

4.30 1.167 

Print media increase 

efficiency and 

productivity of the 

fashion industry 

26 

(6.8%) 

35 

(9.2%) 

12 

(3.1%) 

 

58 

(15.2%) 

250 

(65.6%) 

4.24 1.272 

Print media increase 

awareness and 

engagement of fashion 

goods and services 

7 

(1.8%) 

8 

(2.1%) 

3 

(0.8%) 

86 

(22.6%) 

277 

(72.7%) 

4.62 0.774 

Increase sales of 

fashion products 

9 

(2.4%) 

8 

(2.1%) 

7 

(1.8%) 

30 

(7.9%) 

327 

(85.8%) 

4.73 0.804 

High customer 

increase and retention 

7 

(1.8%) 

1 

(0.3%) 

12 

(3.1%) 

28 

(7.3%) 

333 

(87.4%) 

4.78 0.686 

Increasing growth in 

the fashion industry 

5 

(1.3%) 

3 

(0.8%) 

17 

(4.5%) 

24 

(6.3%) 

332 

(87.1%) 

4.77 0.687 

Increase financial 

performance of the 

fashion industries 

4 

(1%) 

4 

(1%) 

7 

(1.8%) 

55 

(14.4%) 

311 

(81.6%) 

4.75 0.645 

Fashion organization 

will be able to develop 

plans that allow for 

maximum coverage 

4 

(1%) 

5 

(1.3%) 

11 

(2.9%) 

39 

(10.2%) 

322 

(84.5%) 

4.76 0.668 

Source: Field Survey, 2022 

 

Table 4.5 shows to which print media promote the local fashion industries, 237 of the 

respondents (62.2%) strongly agree that print media is very effective in building trust and 



51 
 

promoting banding, Mean (4.30) and Standard deviation (1.167) was derived from the 

study.  250 of the respondents (65.6%) strongly agree that print media increase the 

efficiency and productivity of the fashion industry, Mean (2.40) and Standard deviation 

(1.272) was derived from the statement. Further, 277 of the respondents (72.7%) strongly 

agree that print media increase the awareness and engagement of fashion goods and 

services, Mean (4.62) and Standard deviation (0.774) was derived from the statement. 

Also, 327 of the respondents (85.8%) strongly agree that print media increase the sales of 

the fashion products, Mean (4.73) and Standard deviation (0.804) was derived from the 

statement.  333 of the respondents (87.4%) strongly agree that print media help in 

increasing and retaining customers, Mean (4.78) and Standard deviation (4.78) was 

derived from the statement.  332 of the respondents (87.1%) strongly agree that print 

media increase growth in the fashion industry, Mean (4.77) and Standard deviation 

(0.687) was derived from the statement. 311 of the respondents (81.6%) strongly agree 

that print media increase financial performance of the fashion industry, Mean (4.75) and 

Standard deviation (0.645) was derived from the statement.  Finally, 322 of the 

respondents (84.5%) strongly agree that print media allow fashion companies to develop 

plans and gain maximum coverage, Mean (4.76) and Standard deviation (0.668) was 

derived from the statement.   

 

4.4.3 The path way for the local fashion industry to advertise on social and the print 

media 

This subsection look at data in relation to the objective, the participants were to give 

details on the path way for the local fashion industry to advertise on social and the print 

media. A five-point scale was use answer and depicts the answers of the participants: 



52 
 

Strongly disagree-1, Disagree-2, Neutral-3, Agree-4 and Strongly agree-5. The study 

findings also shows the Mean and Standard deviation to further explain the study 

findings.   

 

Table 4.6: Path way for the local fashion industry to advertise on social and the 

print media 

 

STATEMENT  

 

SD 

 

D 

 

N 

 

A 

 

SA 

 

MEAN 

STD. 

DEV. 

Fashion designers, 

journalist and writers 

should work together 

to use the social and 

print Media to 

communicate fashion 

products  

7 

(1.8%) 

5 

(1.3%) 

1 

(0.3%) 

44 

(11.5%) 

324 

(85%) 

4.77 0.696 

Fashion designers or 

industry using front-

pages of print media to 

exaggerate headlines 

captions  

13 

(3.1%) 

9 

(2.4%) 

3 

(0.3%) 

 

51 

(13.4%) 

306 

(80.3%) 

4.65 0.874 

Fashion designers 

should carefully select 

influencers that 

reinforces their brand 

image on social media 

20