Social Media and Consumer Choice: Metal Industry in Nepal

Abstract

Social media is an essential medium of the contemporary business world since customers' purchasing choices depend on online information. However, there is a lack of research related to the issue. Therefore, this study aims to investigate customer choice through social media in the Nepalese metal industry. The study applies a case study research design following a qualitative research strategy, an inductive approach, subjectivism, and interpretivism research philosophy. One manager, one CEO, and three customers were interviewed using Microsoft Forms and Teams. The collected data was patterned based on thematic analysis using Microsoft Office.

The empirical findings illustrate that the most important social media platforms in the Nepalese metal industry are TikTok, Instagram, Facebook, and YouTube. Customers generally seek 360 photo booths stand, feedback, and review comments on social media to understand the real-life early user experience. Also, they compare the quality, durability, price, and entire purchase value with other metal products. In contrast, promotional and advertising also influence customers to buy the products. Company and customer evaluate choice, preferences, and awareness based on social media reviews and posts, influencer recommendations, digital advertisement, innovative designs, and aesthetic appeal. The study suggests that the metal industry relies on easy and convenient technology according to the technology acceptance model.

The study suggests that businesses in the metal industry must enhance their social media strategies by leveraging advertising, interactive content, and user-generated reviews. Companies must also provide transparent and ethical marketing practices to maintain customer trust. Industry personnel should have the necessary competencies to understand digital customer behaviour.