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Impact of social media marketing on purchasing behviour of generation z
(Faculty of Management, 2026-03) Khadka, Laxmi; Suman Kamal Parajuli
This study investigates the impact of Facebook marketing on the apparel purchasing behavior of Generation Z consumers in Biratnagar. With the rapid growth of social media usage in Nepal, particularly Facebook’s dominance, understanding how these marketing efforts influence young consumers is critical for apparel brands. The research focuses on examining demographic influences, the effectiveness of various Facebook marketing features, and the role of advertisement frequency on purchase decisions. A structured questionnaire was administered to 200 respondents aged 14 to 40, selected to represent Generation Z and adjacent age groups. Data analysis involved descriptive statistics, chi- square tests, and One-way ANOVA to test relationships between variables. Findings reveal that while demographic factors such as age, gender, education, and occupation do not significantly affect the impact of Facebook marketing on apparel purchase behavior, the frequency of Facebook advertisements plays a crucial role in shaping consumer decisions. Respondents frequently exposed to Facebook ads showed higher engagement and purchase influence compared to those with rare exposure. Additionally, factors like brand image and time spent on Facebook were found to have no significant effect. These insights highlight the importance of ad frequency and engaging content over demographic targeting or mere platform usage time in influencing Generation Z’s apparel buying choices. The study contributes to the growing literature on social media marketing by providing specific evidence from the Nepalese apparel sector, emphasizing the strategic importance of consistent Facebook advertising. Apparel businesses aiming to connect with Generation Z should focus on maintaining frequent, interactive, and appealing Facebook campaigns to enhance purchase behavior. This research offers valuable guidance for marketers to refine their digital marketing strategies and better engage with young consumers in emerging markets.
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.