Impact of Digital Marketing on Consumer Buying Behavior in Kathmandu Valley, Nepal

Digital marketing has changed how companies talk to customers give information about products and help people decide to buy. This research looks at how five parts of marketing – search engine marketing, content marketing, social media marketing, affiliate marketing and email marketing – affect consumer buying behavior in Kathmandu Valley, Nepal. The study used a cross sectional survey. We gathered data through a structured questionnaire that used a five point Likert scale and we analyzed 384 replies in SPSS. The analysis used statistics Cronbach’s alpha, Pearson correlation and multiple regression. All six measurement scales showed internal consistency with Cronbach’s alpha values between.766 and.806. Every one of the five marketing parts was positively linked to consumer buying behavior (r =.517 to.698 p <.01). The regression model was significant, F(5, 378) = 110.404, p <.001. It explained 59.4 % of the change in consumer buying behavior (R² =.594; adjusted R² =.588). When all five parts were entered together email marketing (β =.453 p <.001) and social media marketing (β =.375 p <.001) were positive predictors. Search engine marketing, content marketing and affiliate marketing did not show significance in the model. The results show that companies in Kathmandu Valley should focus on permission based email messages and lively social media interaction while looking at other digital channels as part of a joint plan. Because this study is cross sectional and relies on people’s answers the results show only links, not clear cause and effect.

digital marketing, consumer buying behaviour, email marketing, social media marketing, Kathmandu Valley, Nepal

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