Influence of Social Media Engagement on E-Commerce Sales in Nepal

Abstract

This study examines the influence of social media engagement on e-commerce sales in Nepal. E-commerce sales is the dependent variable. The selected independent variables are user-generated content, influencer marketing, brand perception, social commerce attributes, promotional strategies and e-commerce sales. The primary source of data is used to assess the opinion of respondents regarding user-generated content, influencer marketing, brand perception, social commerce attributes, promotional strategies and e-commerce sales. The study is based on primary data of 125 respondents. To achieve the purpose of the study, structured questionnaire is prepared. The correlation and multiple regression models are estimated to test the significance and importance of the influence of social media engagement on e-commerce sales in Nepal. The study showed a positive impact of user-generated content on e-commerce sales. It indicates that user generated content such as reviews, photos, and videos significantly enhance e-commerce sales. Similarly, the study showed a positive impact of brand perception on e-commerce sales. It indicates that a positive perception of a brand on social media influences consumer purchasing behavior that leads to increase in e-commerce sales. Likewise, the study showed a positive impact of influencer marketing on e-commerce sales. It indicates that endorsements and promotions by influencers effectively build credibility that drive to increase in e-commerce sales. Further, the study showed a positive impact of social commerce attributes on e-commerce sales. It indicates that importance of features such as seamless navigation and social proof that leads to increase in e-commerce sales. In addition, the study showed a positive impact of promotional strategies on e-commerce sales. It indicates that discounts, offers, and other promotional activities encourage consumers to make purchases that leads to increase in e-commerce sales.