Browsing by Author "Ankit Aryal"

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    EFFECT OF SOCIAL MEDIA ADVERTISEMENT ON CONSUMER PURCHASE DECISION
    (Shanker Dev Campus, 2024) Ankit Aryal; Mikha Shrestha
    The company can advertise their product, do marketing and even sell their products via social media. People are also preferring online shopping in contrary to the traditional shopping as online shopping saves time, provides opportunity to compare the available options about the products, find the option within budget and many more. However, there are certain parameters which influences the purchase decision of the consumers while performing the online shopping. People often hesitate to do online shopping because of the miscellaneous factors. This research project entitled “Effect of Social Media Advertisement on Consumer Purchase Decision” has tried to identify and find out some of the factors with regards to the social media which can influence the purchase decision of consumers in context of Nepal. The objective of this research is to assess the influence of social media on purchase decision of Nepalese consumers. Here, five independent variables have been defined (i) Trust, (ii) Perceived Usefulness, (iii) Recommendations and Referrals, (iv) Forums and Communities. Hypotheses are setup to assess and examine the influence of these five independent factors with the dependent factor (Purchase Decisions). These independent variables have been decided following various journals and previous research made with regards to purchase decision of online consumers. This research is survey-based descriptive research where nonprobability convenience sampling method is used to collect the information. The sample and the population of this research represents the Nepalese consumers. Primary data was used for this research. Data was collected from the questionnaires that were distributed to the potential online consumers of various demographic status. Questionnaire was distributed to 620 individuals out of which 400 responded. The data obtained from the questionnaires were analyzed using IBM SPSS and Microsoft Excel. Various statistical tools and theories were analyzed to interpret the result.