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Recent Submissions
Consequences of social media marketing for customer engagement
(Faculty of Management, 2024-06) Soti Magar, Lokendra; Laxman Raj Kandel
The current study examines the impacts of social media marketing factors on customer engagement (CE) with the assistance of five independent factors, i.e., interaction, trendiness, customization, word-of-mouth (WOM), and entertainment. The descriptive, relational, and causal research design was applied for data collection from a sample size of 400 respondents through the use of convenience and judgmental sampling techniques. Primary data was collected through structured questionnaires, while secondary data was collected from books, the internet, and focus group discussions. The theoretical part of the current study highlights the interaction between social media marketing factors in their collective influence on consumer engagement, loyalty, and interaction. Regression and correlation tests showed that entertainment, WOM, and interaction factors were the highest predictors of CE. The predictor that stood out was entertainment, whereby humor, creativity, and interesting content create a more intense consumer interaction experience. WOM, through peer support and consumer-generated content, helps to build more favorable consumer attitudes. Interaction underscores the importance of personal communication in fostering trust between consumers and brands. Trendiness and customization, though favorable to CE, did not have independent predictive value; therefore, these factors can be viewed as being mediated by more potent predictor factors. This study also reveals the synergistic effects of social media promotion factors, whereby strategies that complement each other, such as personalized messages that stimulate WOM behavior or engaging content that targets trends, can create greater engagement. Implications for practice reveal that marketers should focus more on entertainment, interactivity, WOM, as well as trendiness and customization as complementing strategies for improving brand-consumer relationships. This study offers valuable contributions to marketers and researchers who want to optimize their social media campaigns while dealing with dynamic consumer behavior.
Determinants of stock price of manufacturing companies in Nepal
(Faculty of Management, 2026-02) Maharjan, Manisha; Jhabindra Pokharel
This study investigates the determinants of stock price fluctuations in Nepal’s manufacturing sector by examining both firm specific financial indicators and key macroeconomic variables. Using secondary data from audited financial reports of selected manufacturing firms listed on NEPSE, along with national macroeconomic records, the research analyzes how Earnings Per Share (EPS), Dividend Per Share (DPS), Return on Equity (ROE), firm size and banking liquidity influence stock price movements and volatility. The study employs descriptive statistics, correlation analysis, and multiple regression models to evaluate performance patterns and assess predictive relationships. Results reveal that firm specific factors particularly EPS and DPS exhibit strong positive correlations with stock prices, highlighting the relevance of internal financial performance in shaping market valuation. ROE shows moderate relationships, while firm size remain weakly associated. However, regression results indicate that neither firm specific nor macroeconomic variables significantly predict stock price fluctuations, despite their strong correlations. This divergence suggests the presence of market inefficiencies, sentiment driven trading, and structural limitations within the NEPSE manufacturing segment. The study concludes that stock prices in Nepal’s manufacturing sector are influenced by a combination of internal financial strength, broad economic trends, and investor behavior.
Servant leadership and organizational citizenship behaviour in nepalese government organizations
(Faculty of Management, 2026-03) Shrestha, Mausam; Dhan Raj Chalise
This study investigates the relationship between servant leadership and organizational citizenship behaviour in Government organizations in Nepal. This research study is based on descriptive research design and causal comparative research design. 400 employees or respondents are taken from the government organizations in Nepal as sample of this research study. Correlation and regression analysis is used in data analysis. This study reveals that there is high level of organizational citizenship behaviour. However, the mean score value of courage is the most excellent mean score value, in comparison to another element such as empowerment, forgiveness and humility. The correlation result shows that there is significant positive relationship between empowerment and organizational citizenship behaviour in Nepalese government organizations. Likewise the courage has significant positive relationship with organizational citizenship behaviour. Moreover, forgiveness and humility to have important positive relationship with organizational citizenship behaviour. So, this study concludes that there is a strong relationship between servant leadership and organizational citizenship behaviour among the government organizations of Nepal. The multiple regression analysis has been concluded that empowerment has significant positive effect on organisational citizenship behaviour in Nepalese government organizations. Similarly, courage has some appending positive influence to organizational citizenship behaviour. Further, forgiveness has great positive effect on organizational citizenship behaviour. Moreover, humility has very significant positive effect on organizational citizenship behaviour. Therefore, this study concluded that servant leadership has significant positive effect on organizational citizenship behaviour in government organizations of Nepal.