| Issue - 2025 | Page No - 85 |
| THE INFLUENCE OF SOCIAL NETWORKING ON CONSUMER BUYING BEHAVIOUR | |
| Author's Name : Divya | |
| Abstract : | |
|
Abstract
Social media marketing has also surged in Kathmandu, following the same pattern internationally. With an increasing number of businesses using Facebook as a communication channel, acquiring insight into the platform's effect on consumer behaviour becomes necessary. This study examines the evolving landscape of social media marketing in Kathmandu, Nepal, in line with global trends. With Facebook serving as a primary communication channel for businesses, understanding its impact on consumer behavior is essential.
The research focuses on the role of social media advertising, particularly on Facebook, in influencing consumer behavior, with a specific emphasis on garment purchases. Methodologies employed include structured questionnaires and analysis of secondary data.
Findings reveal the necessity for nuanced marketing strategies beyond demographic targeting, highlighting the significant influence of Facebook tools such as customer feedback and targeted notifications on purchasing decisions. Key strategies recommended for Kathmandu businesses include the use of visual content, engaging storytelling, collaboration with local influencers, and personalized advertisements. Mobile optimization and localization are identified as crucial elements for effective communication in Nepal's dynamic market.
Future research directions include exploring the impact of emerging technologies and cultural nuances on consumer behavior. By adapting strategies to evolving trends, businesses can leverage social media marketing for growth and competitiveness in Kathmandu's marketplace.
Read Pdf |
|