Digital Marketing and Consumer Behavior: Shanker Dev Campus Youth Perception
https://www.nepjol.info/index.php/nprcjmr/article/view/69241
Alisha Khadka, Barsha Mangrati,
Ashmita Khatri, Ambisha Adhikari, Abhinav Sharma, Bidhan KC
BBM
4th Shanker Dev Campus
Yadav Prasad Pokharel*
PhD,
Scholar
Dr.
KN Modi University, Newai, Rajasthan , India
https://orcid.org/0009-0006-2553-7957
Corresponding
Author*
Received: January 11,
2024; Revised & Accepted: June 22, 2024
Copyright: Khadka et al, (2024)
Abstract
The
objective of this research was to access the digital marketing landscape from students
of SDC. The factor that were taken to consideration for this study were
convenience, time saving, website design, motivation, cost , security/trust,
communication, social media. This study finds that the emergence of digital
marketing is at its peak in current business world. Thus, it is important for
organizations to understand the importance of digital marketing from various
perspectives to sustain in today’s digital world. The outcomes of the study
reflect that the digital platform such as facebook, instagram, snapchat, tiktok
and so on has a great influence in attracting customers through their online
advertisement. This has made easier for the customer to find and compare all
the relevant information about the product they want to purchase. And they find
it more convenient and time saving to make online purchase. It has been
observed through the study that customers tend to shop more through online
platforms during sales, offers and festive seasons.
Keywords: Digitalization, Social media,
online platform, Purchase, delivery goods, communication
Introduction
Since
the invention of technology and internet to the world it has transformed the
world. Digital marketing is one of those inventions through technology and
internet that had transformed the world by being convenient to the users. Digital
marketing enables interactive relationship between the market and the
customers. Digital marketing has played an important role not only in business
but also daily lives of people. Digital marketing has been changed dramatically
due to various crises material and energy shortages, inflation, high un-employment
and most importantly when the world was fighting with covid-19 different
changes were taken including digital marketing. Digital marketing has taken
marketing executive to becoming more market driven in their strategic decision
making. Digital marketing like electronic commerce, social media marketing,
paid advertising, e-book etc. has changed the world
Digitalization
had made drastic change to the business organization and companies around the
world. Digital marketing trends have a significant role on the overall
operation of modern businesses, mostly in the digital transformation of the
company as well as on marketing as a business philosophy activity and business
function in the company
According
to the Forbes (2018), the world is changing and the technology is taking lead.
In North America 89% of the population is online. Social media is referred as
the new field of digital marketers as 4.95 billion people are active on social
media in the world. According to January 2018, data 24% of the 5700 digital
marketers admitted social media as important part of their marketing. The share
of digital advertising out of the overall advertising market comprising print,
tv, radio have grown from 5 to 10 percent in 2017
Objectives of the study
To
access the digital marketing landscape from students of SDC
Research Hypothesis
The
study has been conducted on basis of the review various secondary article the
following hypothesis are developed:
H1:
there is no significant relationship between Convenience and consumer behavior.
H2:
there is no significant relationship between time saving and consumer behavior.
H3:
there is no significant relationship between Website design and consumer
behavior.
H4:
there is no significant relationship between motivation and consumer behavior.
H5:
there is no significant relationship between cost and consumer behavior.
H6:
there is no significant relationship between security/trust and consumer
behavior.
H7:
there is no significant relationship between communication and consumer
behavior.
H8:
there is no significant relationship between social media and consumer
behavior.
Literature Review
This
review intends to analyze the landscape of digital marketing. In this section,
researchers have reviewed books, report, journal article and also information
through various websites. The landscape of digital marketing is selectively
researched.
Digital
marketing have took over the world and also had its impact in a very short
period of time to the people around the world. There were many research
conducted on digital marketing. Business had started to adopt various digital
marketing approaches. The most used digital marketing platform and method were content,
social and mobile marketing. The company utilized content marketing, social
media marketing and media marketing to reach out to their consumers and it
would also ensure the success of the business. The internet users were also
growing at very opportunities for the marketers to take advantage of as there
was positive and continuous growth by the internet users. The consumption
structure and consumer needs are changing and their desires are growing. The
future of digital marketing was based on how marketers would create ways to
combine together the new and traditional media into perfect fix created based
on the market environment. Company promoted about their brand but also to what media,
forums, family, friends, peers and the like are sharing through various social
interacting platforms from the internet. The companies need to identify and
strike the correct balance with digital marketing strategies and satisfaction
of the consumers in order to establish proper balance
Digital
marketing with its platforms have also taken all over Nepal and it has made
drastic change in various field within Nepal so, there are research done on
particular place, college, school etc. within Nepal. According to the Kathmandu
post Nepal was adding 250 internet user per hour and 65% approximately of the
population had internet connection in their home back in 2018.The research was
conducted to find association of digital marketing to the consumer behavior of
MBA aspirants to assess the main factor that affect the consumer behavior due
to digital marketing and to examine the impact of the factor of digital
marketing on MBA aspirants from the result of testing it was found that there
was found there was an association between MBA aspirants and digital media as
most students used digital media. To find the relation among the explanatory
variables and between the dependent and independent variable the ordinal by
ordinal gamma test was used resulted the three variable ( time, cost and
convenience) out of six explanatory variables having significant relation to
dependent variable and the rest which are ( social, media, trust and website feature)
were found insignificant
The
text talks about something called “web analytics”. It’s like a tool that helps
businesses understand how people use their websites. Instead of just counting
numbers, it gives a deeper look at what’s happening. The review suggests that businesses
should use tools like Google Analytics to figure out how to improve their
online activities and make better predictions. The article compares old-fashioned
ways of advertising (like TV or newspapers) with new online methods. It says
that online marketing is better because it lets you see how people are reacting
in real-time. You can quickly change things if they are not working. It’s also
good for smaller businesses because it is cheaper. The internet lets you reach
a lot of people around the world without spending a lot of money. The review
talks about how digital marketing is good for people who buy things. It
mentions that you can learn a lot about products online and buy them whenever
you want. You can compare different products easily, and companies can share
information with you. It also points out that digital marketing makes it clear
how much things cost, and you can buy stuff right away. The article ends by
saying that things are changing a lot in India because of the internet. People
are using the internet more to find good
deals. The study suggests that businesses should use different online
strategies to reach customers, like using search engines, social media, and
other online tools. While the text gives good ideas, it also says there are
some things it didn’t look at. It suggests that researchers could study more
about how effective internet marketing is for different types of businesses.
They might also want to understand more about why people use social media and
how it affects what they buy
The
literature highlights the evolution of the internet and technology, leading to
the concept of Digital Marketing. Digital Marketing is defined as a technique
through which products or services can be presented, promoted, or sold online.
It contrasts with traditional marketing methods, such as newspapers and
television, which were deemed tedious and time-consuming. Benefits of Digital
Marketing: Digital marketing is portrayed as a more efficient and direct way
for companies to communicate with their customers. It facilitates better
interaction and relationship-building between companies and their customers.
The paper suggests that companies adopting digital marketing strategies have
been successful in reducing expenses and expanding their market base. Consumer
Behavior and Digital Marketing: The literature emphasizes the significant role
of digital marketing on consumer behavior, especially among the youth. Social
media platforms, in particular, play a crucial role in promoting products and
services. The COVID-19 pandemic is mentioned as a catalyst for the increased
adoption of online shopping, further emphasizing the importance of digital marketing.
The review acknowledges certain limitations of the study, such as its
area-specific focus and the reliance on responses from respondents in
Maharashtra, which may not be representative of other regions
In
the article "Social media marketing shines in Nepal market ", this
review explores how social media marketing influences consumer behavior. It
highlights that social media enables direct communication between brands and
consumers, fostering trust and positive perceptions. Additionally, personalized
advertising on social platforms increases purchase likelihood. The study also
emphasizes the consequence of influencers in shaping consumer choices.
Methodologically, it synthesizes findings from various studies, analyzing
customer engagement, brand perception, and influencer dynamics to understand
the effectiveness of social media marketing strategies
In
the article "the impact of digital trend on marketing 2020" Companies
in the Republic of North Macedonia acknowledge the importance of digital
marketing and the necessity of having an interactive website, active social
media presence, and engaging in PPC campaigns and mobile marketing to
effectively communicate with customers. While they utilize digital channels,
particularly Facebook, there's room for more aggressive market entry through
comprehensive digital strategies. It's recommended that companies develop such
strategies to enhance customer communication and improve business outcomes,
integrating traditional and modern communication methods for a holistic
approach. The use of digital marketing pro- vides us with the benefit of
flexibility and measurable results. Likewise, it also has a greater
availability providing access to a larger audience along with the increased
number of conversion. It is to be noted that, the application of digital
marketing tools to what extend in a company depends upon the digital literacy
of its employees which includes marketing managers, decision maker and
strategies
Research Gap
There
has been study of digital marketing trend on consumer behavior among the people
of Kathmandu valley and in Nepal. But there hasn’t been any study particularly
among the students of SDC. So, in this research researcher have studied the
scenery of digital marketing trend on consumer behavior. Addressing this gap
would involve conducting research to better understand Digital Marketing
scenery on consumer behavior among students of SDC
Conceptual Framework
Independent variables
Dependent
variable
|
Convenience Time saving Website Design Cost Security/Trust Communication Social Media |
|
Consumer
behavior |
Research
Methodology
Research
methodology explain about the procedure and techniques used in data collection
and analysis method in the research. It gives research legitimacy and provides
scientifically sound findings.
This
research has incorporated both descriptive and correlation research design to
understand the preferred consumer behavior and gather information about it
among the students investigating the relationship between variable without
controlling or manipulating any of them. The data were collected fresh through
questionnaire from the BBA and BBA-F faculty among Shanker Dev Campus students.
The response to the questionnaire were collected from students having
discussion and interaction and filing up of questionnaire.
The
secondary data is collected from various articles, published research, journals
regarding consumer approach towards digital marketing and by reviewing past
published articles.
The
data that were collected through questionnaire were analyzed through
statistical package for the social science (SPSS). Data has been collected from
different faculty through simple random sampling technique. This method has
high chance of equal participation of the respondents. The total sample size
for the research was 101 participant and 9 of the questionnaire did not show
the correct response by the respondent. The questionnaires were distributed
personally to the respondents and it consists of the likert scale questions
presented into the response on the scale of 1 to 5.
In
this study, all the ethical values were taken into consideration. The research
was executed by respecting the anonymity of the participant in order to
minimize the pressure and collect the right data. All the participants have
participated voluntarily.
Results and
Analysis
Demographic profile of the respondent
The
findings of the study through analysis have been included in this chapter. For
the analysis the statistical package for social science (SPSS0 version 20 was
used properly with correct guidance and procedure. the questionnaires were
appropriately constructed to analyze the variable used in the research the
scenery of digital from the students of SDC. The result of the research is
discussed.
Table
1: Gender
|
|
N |
Percent |
Valid
Percent |
Percent |
||
|
Valid |
Female |
68 |
67.3 |
67.3 |
67.3 |
|
|
Male |
33 |
32.7 |
32.7 |
32.7 |
||
|
Total |
101 |
100.0 |
100.0 |
100 |
||
Source:
Field Survey, 2024
The
above figure represents the gender of the respondents. The female respondent
were 68(67.3%) out of total 101 and make respondent were 33(32.7%) out of total
101 sample size. The female respondents were more than male in the sample
survey.
Table
2: Program
|
|
N |
Percent |
Valid
Percent |
Percent |
|
|
Valid |
BBA-F |
46 |
45.5 |
45.5 |
45.5 |
|
BBA |
55 |
54.5 |
54.5 |
54.5 |
|
|
Total |
101 |
100.0 |
100.0 |
100 |
|
Source:
Field Survey, 2024
The
above represents the course of the respondent. There were 46(45.5%) respondent
from BBA-F and 55(54.5%) from BBA out of 101 respondent. The respondent of BBA
had more participation in the sample survey than BBA-F.
Table
3: Semester
|
|
N |
Percent |
Valid
Percent |
Cumulative
Percent |
|
|
Valid |
1.00 |
37 |
36.6 |
36.6 |
36.6 |
|
3.00 |
14 |
13.9 |
13.9 |
50.5 |
|
|
4.00 |
43 |
42.6 |
42.6 |
93.1 |
|
|
6.00 |
7 |
6.9 |
6.9 |
100.0 |
|
|
Total |
101 |
100.0 |
100.0 |
|
|
Source:
Field Survey, 2024
This
table represents the semester of the respondents. The 1st semester
respondents occupy 37(36.6%) out of 101, 3rd semester occupy
14(13.9%) out of 101, 4th semester occupy 43(42.6%) out of 101 and 6th
semester occupy 7(6.9%) of 101. The result shows the 4th semester
respondents were highest number of respondents.
Descriptive statistics
The
descriptive statistics express the analysis of the collected data. The
questionnaire presented for the research consists of the various variables that
were taken to define the proportion of consumer behavior through various
literature review the variable that are used were convenience, time saving,
Website design, motivation, cost , security/trust, communication, social media.
These variables were presented as questionnaire into the proportion of five
point Likert scale and the questionnaire were on ordinal basis. The dependent
and independent variable descriptive statistics were explained in the
following.
Table
4: Descriptive statistic for convenience
|
Description |
N |
Mean
|
Standard
deviation |
|
Convenience |
101 |
2.7822 |
0.92549 |
Source:
Field Survey, 2024
Table
4.2.1 shows the mean value is 2.7822 which is almost equal to neutral in the
likert scale. The response of the students to the convenience on digital
marketing is neutral. The respondents neither agree nor disagree with the
convenience on digital marketing. The standard deviation shows 0.92549 which
indicates less deviation. The respondents are neutral about if using digital
marketing is convenient to use and can find the detail information and notices.
Table
5 descriptive analysis for time saving
|
Description |
N |
Mean |
Standard
deviation |
|
Time
saving |
101 |
2.9538 |
1.04566 |
Source:
Field Survey, 2024
Table
4.2.2 shows the mean is 2.9538 which is more than the value of likert scale
value
“disagree”
the mean value is more tilted towards “neutral”. So, the respondents neither
agree nor disagree on that through digital marketing they save time. The
standard deviation is 1.04566 which shows high deviation.
Table
6: Descriptive analysis for Website design
|
Description |
N
|
Mean
|
Standard
deviation |
|
Website
design |
101 |
2.8680 |
0.94643 |
Source: Field Survey, 2024
Table
4.2.3 shows the mean is 2.8680 which is more than the value of likert scale
value
“disagree”
the mean value is more tilted towards “neutral”. The respondents neither agree
nor disagree that website design helps to view the college information,
navigation and solves students’ queries. The standard deviation is 0.94643
which is considered low deviation.
Table
7: Descriptive analysis for motivation
|
Description |
N
|
Mean
|
Standard
deviation |
|
Motivation |
101 |
3.6337 |
1.14650 |
Source:
Field Survey, 2024
Table
4.2.4shows the mean is 3.6337 which is more than the value of likert scale
value
“Neutral”
the mean value is more tilted towards “agree”. The respondents agree that
digital marketing motivates the respondents they can learn new skills through
digital social media. The table shows standard deviation 1.14650.
Table
8: Descriptive analysis of cost
|
Description |
N
|
Mean
|
Standard
deviation |
|
Cost |
101 |
3.4158 |
1.19388 |
Source:
Field Survey, 2024
Table
4.2.5 shows the mean is 3.4158 which is more than the value of likert scale
value
“Neutral”
the mean value is more tilted towards “agree”. Most of the respondents agree
that digital marketing is cost efficient. The respondents are using digital
marketing with cost efficiency. The table shows the standard deviation is
1.19388 which shows normal dispersion.
Table
9: Descriptive analysis of security/trust
|
Description |
N
|
Mean
|
Standard
deviation |
|
Security/trust |
101 |
2.6535 |
0.92667 |
Source:
Field Survey, 2024
Table
4.2.6 shows the mean is 2.6535 which is more than the value of likert scale
value
“Disagree”
the mean value is more tilted towards “neutral”. The mean value shows that the
respondent neither agree nor disagree to trust digital marketing. Most
respondent have concern of that their digital marketing platform will be
hacked. There is chance of personal information being leaked in digital
marketing platforms or social medias. The standard deviation shown in the table
is 0.92667 which is a less deviation.
Table
10: Descriptive analysis of communication
|
Description |
N
|
Mean
|
Standard
deviation |
|
Communication |
101 |
2.7426 |
1.33157 |
Source:
Field Survey, 2024
Table
4.2.7 shows the mean is 2.7426 which is more than the value of likert scale
value “Disagree” the mean value is more tilted towards “neutral”. The
respondents neither agree nor disagree that through digital marketing
respondent can communicate with the teacher to clear their doubts at any time.
The standard deviation is 1.33157 which is deviated from mean.
Table
11: Descriptive analysis of social media
|
Description |
N
|
Mean
|
Standard
deviation |
|
Social
media |
101 |
3.5446 |
1.33809 |
Source:
Field Survey, 2024
Table
4.2.8 shows the mean is 3.5446 which is more than the value of likert scale
value “Neutral” the mean value is more tilted towards “agree”. The respondent
agree that they follow social media of campus like Facebook, Instagram, to get
regular update about the events and notices. The students are updated about the
social media platforms of campus. The standard deviation shown in the table is
1.33809 which is high deviation.
Correlation
|
|
Convenience |
Time
saving |
Website design |
motivation |
cost |
Security/Trust |
communication |
Social
media |
|
Con Pearson Correlation Sig.
(2-tailed) N
time Pearson Correlation Sig.
(2-tailed) N
Web Pearson Correlation Sig.
(2-tailed) N
mot Pearson Correlation Sig.
(2-tailed) N
cost Pearson Correlation Sig.
(2-tailed) N
sec Pearson Correlation Sig.
(2-tailed) |
1
101
.663** .000 101
.507** .000 101
.405** .000 101
.418** .000 101
.321** .001 101
.362** .000 101
.385** .000 101 .786** .000 101 |
.663** .000 101
1
101
.588** .000 101
.603** .000 101
.363** .000 101
.393** .000 101
.556** .000 101
.390** .000 101 .867** .000 101
|
.507** .000 101
.588** .000 101
1
101
.410** .000 101
.282** .004 101
.422** .000 101
.467** .000 101
.442** .000 101 .790** .000 101
|
.405** .000 101
.603** .000 101
.410** .000 101
1
101
.470** .000 101
.326** .001 101
.370** .000 101
.379** .000 101 .665** .000 101
|
.418** .000 101
.363** .000 101
.282** .004 101
.470** .000 101
1
101
.285** .004 101
.232* .020 101
.207* .037 101 .528** .000 101
|
.321** .001 101
.393** .000 101
.422** .000 101
.326** .001 101
.285** .004 101
1
101
.397** .000 101
.226* .023 101 .597** .000 101
|
.362** .000 101
.556** .000 101
.467** .000 101
.370** .000 101
.232* .020 101
.397** .000 101
1
101
.293** .003 101 .643** .000 101
|
.385** .000 101
.390** .000 101
.442** .000 101
.379** .000 101
.207* .037 101
.226* .023 101
.293** .003 101
1
101 .566** .000 101 |
The
correlation analysis has been used to find the relationship between the
variables for this analysis. And the Pearson’s correlation coefficient has been
computed, where it shows positive relationship among the variables. Most of the
variables have moderately positive relationship whereas website design; social
media, security, communication have weak positive relationship with cost.
Security, communication also has weak positive relationship with social media.
Relationship of variables with
consumer behavior
The
variables are found to be moderately correlated to consumer behavior. All the variables
are positively correlated with consumer. There is no any negative relation
between the variables and consumer behavior.
The
relationship between consumer behavior and convenience is highly positive as it
is more than 0.7. The respondent use digital marketing for convenience and
availability of the information through digital marketing.
The
relationship between consumer behavior and time saving is highly positive as it
is more than 0.7. the respondent use digital marketing for time saving as the
work that can done by travelling a certain place can be done from wherever a
person is regardless of their location.
The
relationship between consumer behavior and website design is highly positive as
it is more than 0.7. The respondent use digital marketing for website features.
The website feature of the digital marketing platform can attract audience or
customer through their unique and advanced features. SDC students are also
drawn into website features.
The
relationship between consumer behavior and motivation is moderately positive. The
respondent use digital
The
relationship between consumer behavior and cost is moderately positive the
respondent can use it from anywhere without traveling which saves traveling
fees and.
The
relationship between consumer behavior and security/trust is moderately positive.
The respondents trust the information through digital marketing and also think
that digital marketing platforms provide security.
The
relationship between consumer behavior and communication is moderately positive.
The respondent use digital marketing for communicating with each other and teachers.
The
relationship between consumer behavior and social media is moderately positive.
The respondent use digital marketing platforms for sharing information the
respondent can get day to day updates through social media about exams or any
other notices.
Result of Hypothesis testing
a. H1:
there is significant relationship between convenience and consumer behavior.
From the
result of the test, significant relation has been found between convenience and
consumer behavior. As to be significant the value most be less than 0.01.Since
value=0.000<0.01. there is significant relationship between convenience and
consumer behavior.
b. H2:
there is significant relationship between time saving and consumer behavior.
From
the result of the test, significant relation has been found between time saving
and consumer behavior. As to be significant the value most be less than
0.01. since value=0.000<0.01. there
is significant relationship between time saving and consumer behavior.
c. H3:
there is significant relationship between Website design and consumer behavior.
From
the result of the test, significant relation has been found between Website
design and consumer behavior. As to be significant the value most be less than
0.01. since value=0.000<0.01. there
is significant relationship between website design and consumer behavior.
d. H4:
there is significant relationship between motivation and consumer behavior.
From
the result of the test, significant relation has been found between motivation
and consumer behavior. As to be significant the value most be less than
0.01. since value=0.000<0.01. there
is significant relationship between motivation and consumer behavior.
e. H5:
there is significant relationship between cost and consumer behavior.
From
the result of the test, significant relation has been found between cost and
consumer behavior. As to be significant the value most be less than 0.01. since value=0.000<0.01. there is
significant relationship between cost and consumer behavior.
f.
H6: there is significant relationship
between security/trust and consumer behavior. From the result of the test,
significant relation has been found between security/trust and consumer
behavior. As to be significant the value most be less than 0.01. since value=0.000<0.01. there is
significant relationship between security/trust and consumer behavior.
g. H7:
there is significant relationship between communication and consumer behavior.
From
the result of the test, significant relation has been found between
communication and consumer behavior. As to be significant the value most be
less than 0.01. since
value=0.000<0.01. there is significant relationship between communication
and consumer behavior.
h. H8:
there is significant relationship between social media and consumer behavior.
From
the result of the test, significant relation has been found between social
media and consumer behavior. As to be significant the value most be less than
0.01. since value=0.000<0.01. there
is significant relationship between social media and consumer behavior.
Conclusion
The study analyzed the landscape of
digital marketing from the students in SDC. There was sample of 101 students
from BBA and BBA-F faculty that was selected through simple random sampling
method. The Demographic data shows the response of the questionnaire where
67.3% respondent were female and 32.7% were male. Through the study the
respondent from 1st semester were 36.6%, from 3rd semester were 13.9%, from 4th
semester 42.6 and rest were from 6th semester.
The
objective of this research was to access the digital marketing landscape from students
of SDC. The factor that were taken to consideration for this study were
convenience, time saving, website design, motivation, cost , security/trust,
communication, social media.
This
study finds that the emergence of digital marketing is at its peak in current
business world. Thus, it is important for organizations to understand the
importance of digital marketing from various perspectives to sustain in today’s
digital world. The outcomes of the study reflect that the digital platform such
as facebook, instagram, snapchat, tiktok and so on has a great influence in
attracting customers through their online advertisement. This has made easier
for the customer to find and compare all the relevant information about the
product they want to purchase. And they find it more convenient and time saving
to make online purchase. It has been observed through the study that customers
tend to shop more through online platforms during sales, offers and festive
seasons. With the domination of smart phones in the digital space of our life,
people search any information online and believe in it. Similarly, consumer
also believe in the credibility of the product information available online.
And the product or brand which has got more positive review consumer is more
likely to purchase it without having a second thought.
Therefore,
it has been essential for the students to be daily updated about their studies
and career through digital marketing platforms not only schools but it has been
essential for the business houses to understand the needs of the consumer, what
they desire for and be more innovative & creative in using digital
platforms for promoting their products to increase the sales of the company.
The more the organization gets innovative with the need of time, the more it is
able to earn profit, promoting its brand image.
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