SOCIAL MEDIA MARKETING AND ITS IMPACT ON IMPULSIVE BUBYING BEJAVIOUR IN KATHMANDU VALLEY IN COSMETIC PRODUCTS

Abstract

This study is examined to Social Media Marketing and Its Impact on Impulsive Buying Behavior in Kathmandu Valley in Cosmetic Products. The main objectives of this study are to identify the influence of social media marketing on impulse buying behavior among consumers, to analyze the specific social media marketing techniques of strategy to that contribute impulsive purchasing decisions and to examine the relationship between hedonic motivation, website quality, trust, situational variable and impulse buying behavior. Hedonic Motivation (HD), Website Quality (WQ), Trust (T) and Situational Variable (SV) are the independent variables and Impulse Buying (IB) is the dependent variable in this study. Descriptive statistics, correlation and multiple regression analysis are taken to present data. The major finding of this study are improving website quality (WQ) and understanding the hedonic and situational influences on consumers are crucial strategies for managing impulsive buying behavior. The correlation analysis shows strong relationship between impulsive buying and other variables, particularly hedonic motivation and situational factors.