IMPACT OF SOCIAL MEDIA ON THE CONSUMER BUYING BEHAVIOR IN NEPAL (A study inside Kathmandu Valley)
Date
2024
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Publisher
Shanker Dev Campus
Abstract
This study investigates the influence of various factors, including Word of Mouth (WOM), Entertainment (ENT), Credibility (CRD), and Product Quality (PRQ), on Consumer Buying Behavior (CBB) in Nepal. The analysis reveals that WOM, ENT, and CRD are strongly interrelated, while PRQ shows a more independent nature. Regression analysis demonstrates that ENT, CRD, and PRQ significantly impact CBB, while WOM does not have a direct influence. These findings highlight the critical roles of Entertainment, Credibility, and Product Quality in shaping consumer behavior, suggesting that a holistic approach is necessary for enhancing customer satisfaction and loyalty. The study emphasizes the importance of maintaining high product quality standards and considering the interconnectedness of these factors to foster positive consumer behavior. Future research should explore additional variables such as marketing strategies, customer service quality, and technological innovation to gain a more comprehensive understanding of consumer buying behavior.
The findings of this study underscore the significant impact of Entertainment, Credibility, and Product Quality on Consumer Buying Behavior in Nepal. While Word of Mouth does not have a significant direct effect, the interdependence between these variables suggests that improvements in Entertainment and Credibility can positively influence consumer behavior. The strong correlations between WOM, ENT, and CRD indicate that these factors do not operate in isolation but are interrelated, enhancing the overall consumer experience. Product Quality, despite its weaker correlation with other factors, directly influences consumer behavior, emphasizing the need for businesses to maintain high standards.
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