DIGITAL ADVERTISING AND CONSUMER BEHAVIOUR IN KATHMANDU VALLEY

Abstract

This study investigates the effect of digital advertising on consumer buying behavior in Kathmandu valley. It employs both descriptive and causal-comparative research designs to address key issues related to this impact. The study surveyed 400 consumers from the area and utilized descriptive statistics, correlation analysis, and multiple regression analysis through SPSS version 26. Findings indicate that most respondents believe social media advertising significantly affects their purchasing decisions and that their intent to buy is also elevated. The correlation analysis indicates a significant positive relationship between social media advertising and consumer purchasing behavior. Similarly, a strong positive association exists between mobile advertising and consumer behavior, as well as between banner advertising and consumer behavior. Additionally, email marketing also shows a significant positive relationship with consumer purchasing habits. The regression results further confirm that social media advertising positively influences consumer behavior, along with mobile and banner advertising. Email marketing likewise has a significant positive impact on purchasing behavior. Consequently, this study concludes that digital advertising significantly affects consumer buying behavior in the Kathmandu Valley.