IMPACT OF SOCIAL MEDIA MARKETING IN STARTUPS OF NEPAL

Abstract

This study, titled "Impact of Social Media Marketing in Startups of Nepal," explores the influence of four key social media constructs identity, conversations, sharing, and presence on brand awareness. Guided by the Honeycomb Model, this research investigates how startups can leverage these constructs to overcome resource constraints and achieve competitive advantages in a rapidly evolving market. Using a descriptive research design, data was collected from 385 respondents through structured surveys. The analysis involved descriptive statistics, correlation, and regression methods to identify the relationships between the constructs and brand awareness. The findings reveal that "presence" has the most significant impact on brand awareness, followed by "identity," "conversation," and "sharing." Startups with a consistent and engaging social media presence were more successful in enhancing customer recognition and trust. This study highlights the challenges Nepalese startups face, including limited resources, lack of strategic planning, and inconsistent content. It provides actionable recommendations for optimizing social media strategies, such as focusing on personalized content, fostering two-way communication, and maintaining an active online presence.