Facebook Marketing and its Influence on Consumer Buying Behaviour in Kathmandu

Abstract

<p>Facebook is one of the leading and rapidly growing online networks. With over 845 million users, Facebook is a very effective place for businesses. There is possibility to attract new customers, build online relationships and use Facebook as an online marketing communication channel. With its highly targeted marketing features and its smooth ability to spread information across the networks of each other, Facebook becomes an important marketing place for marketers these days. Facebook is a convenient medium for customers and prospects to communicate directly to brand representative or about your brand with their friends. However, the question is, which group of people are actually receiving the information and does this information influence their buying behaviour?</p><p>This paper aims to answer this question based on a study regarding the online activities of 200 Facebook users, by identifying and understanding the consumers buying behaviour varied with different factors like age, gender, occupation, income and how different factors related to Facebook have influenced the respondents’ perception of Facebook marketing in Kathmandu valley. The secondary data comes from several reports, past research, published articles, books, newspaper, website and journals. For clarity purposes, data obtained was reported using simple percentages and frequencies. The study uses mathematical tool, SPSS and Microsoft excel to present the data into quantitative form.</p><p>Results of the analysis indicates that although marketers spend hours in building brand image, the study found that consumers are less concern about the brand image while making a purchase decision. The findings also reveals that people are more influenced by word of mouth and opinion given by the people they know on Facebook and it substantially affects their buying behaviour. The least effective Facebook marketing factor is celebrity endorsement which implicates that consumers are more affected by views of friends and family rather than endorsement done by celebrities. This calls for more conjunct efforts on the part of companies, ad agencies and advertisers to extend their brand equity and build their customer base. Marketers should adopt relationship marketing strategy and work on bonding with customers for positive impact with better communication and interaction. The targeted customer should be the opinion leaders and social group to facilitate more patronage of the marketed product or service.</p><p>Journal of Business and Social Sciences Research, Vol. 1, Issue 1, pp. 111-128</p>

Factors Influencing the Consumer’s Intention of Buying through Facebook – A Study on Dhaka City

“…Information search and evaluation of alternatives has the greatest influence to build attitudes towards social network that will change consumer's purchase decision [36]. Sometimes word of mouth and opinion given by people is more influential than the brand image in social media [43]. The users influenced positively to purchase decision use of like button, based check-in services and shear button but posting comments on social media shows no significant effect on purchase decision.…”

The Effect of Online Review on Online Purchase Intention

“…The drastic change in the level of awareness and shift in social structure has generated various forms of communication and interaction, online word-of-mouth is the cheapest, fastest and effective means, dominating the Nepalese market (Neupane, 2020). According to Rana (2018), Nepalese people are more stimulated by word-ofmouth and opinions presented by users on social media websites and Facebook that in turn directly effects the buying behavior. She even reveals that Nepalese consider the electronic reviews given by experts and market opinions leaders.…”

“…Word-of-mouth and opinion given by people affect the purchasing behavior of Nepalese customers (Kharel, 2018) and particularly a satisfied customer always renders positive word-of-mouth (Thapa Magar & Lamichhane, 2020). Nepalese consumers are not influenced by the views shared by family and friends rather trust the reviews done on social media (Rana, 2018).…”