In this 21st century of information age, consumer is looking for the access to the internet for making a buying decision. With the expansion of internet and access to it through smart phones; the access is being possible. Along with the upcoming trend of social media which has got further in the access as a viable means to research to the desire state for making a purchase decision. The social media has affected on the consumer for the decision making for the influence of alternative evaluation, information search and purchase intention. Social media sites like Facebook, YouTube and Instagram leads to the new innovate way of information sharing that makes possibilities to share the information which ultimately lead the consumers to go for the purchase decision.
The digitalization of the economy has enforced the social media for a greater influence in making a decision which ultimately led to purchase intention, alternative evaluation and information search. The present study focuses on the effects of social media marketing on buying smart phones among the Nepalese consumers. With the aim of the research that influences the consumers of social media impact on social media effects.
Non random sampling method was being used for the study including of 100 respondents for the study through online data collection. The study uses the primary data, which is being collected through the questionnaire. Demographic variables like gender, age and income level were studied through the descriptive analysis of independent t- test, anova and correlation was studied. The inferential analysis includes of linear regression analysis was used for the study.
In terms of variables independent variables includes of Facebook, YouTube and Instagram and dependent variables includes of purchase intention, alternative evaluation and information search
The study includes the following findings:
A total of 55 percent male and 45 percent female respondents has been taken for the analysis of the different age group. The respondents of age group belong to 13-22 years of 32 percent; 23-30 years of 44 percent and 31-45 years of 24 percent. The respondents of income level of upto 4 lakh 8 percent; from 400001 - 500000 51 percent and above Rs. 500000 is 41 percent.
In terms of independent sample t-test: there is a no significant relationship between information searches in Facebook between male and female. There is a no significance relationship between information search in Instagram between male and female. There is no significance relationship between information search in YouTube between male and female. There is no significance relationship between purchase intention of male and female. There is no significance relationship between alternative evaluation of male and female. There is no significance relationship between information search of male and female.
From the anova table in age group difference: Facebook has no significant differences in three age groups. Instagram has no significant differences in three age groups. YouTube has no significant differences in three age groups. Purchase has no significant differences in three age groups. Alternative evaluation has no significant differences in three age groups. Information search has no significant differences in three age groups.
From the anova table in three income levels: Facebook has a significant difference in three income levels groups. Instagram has no significant differences in three income levels groups. YouTube has no significant differences in three income levels groups. Purchase intension has no significant differences in three income levels groups. Alternative evaluation has no significant differences in three income levels groups. Information search has no significant differences in three income levels groups.
Correlation test was applied to analyze the data and the relationship between the independent and dependent variable. The results show that Facebook and purchase intention has shown the positive and significant relationship. Facebook and alternative evaluation have shown the positive and significant relationship. Facebook and information have shown the positive and significant relationship. Purchase intention and information has shown the positive and significant relationship. Alternative evaluation and information have shown the positive and significant relationship. Alternative evaluation and purchase intention has shown the positive and significant relationship. You tube and purchase intention has shown the positive and significant relationship. You tube and alternative evaluation has shown the positive and significant relationship. You tube and information has shown the positive and significant relationship. Instagram and purchase intention has shown the positive and significant relationship. Instagram and alternative evaluation have shown the positive and significant relationship. Instagram and information have shown the positive and significant relationship.
In case of linear regression analysis all the hypothesis has being accepted relating to that social media i.e., Facebook, YouTube and Instagram influences the consumer in information search, purchase intention and alternative evaluation i.e. there is a significant relationship between information search in Facebook and purchase intention; there is a significant relationship between information search in Facebook and information search; there is a significant relationship between information search in Facebook and alternate evaluation; there is a significant relationship between information search in Instagram and purchase intention; there is a significant relationship between information search in Instagram and alternate evaluation; there is a significant relationship between information search in Instagram and information search; there is a significant relationship between information search in YouTube and purchase intention; there is a significant relationship between information search in YouTube and information search; there is a significant relationship between information search in YouTube and alternate evaluation.