Social Media Marketing on Consumer Purchase Decisions: Nepalese Trekking Industry

Abstract

Social media marketing (SMM) is an indispensable strategy in modern marketing, but the tourism sector lacks the required knowledge. Therefore, the study aims to investigate how SMM functions in consumer purchase decisions in Nepal's trekking industry, where tourism contributes 6.5% of the national GDP. Therefore, the study employed a qualitative research strategy in light of subjectivism, interpretivism, and constructivism paradigms. Subsequently, the study interviewed one manager of the case company and surveyed five tourists using Microsoft Forms and Teams. The data was analyzed thematically via Microsoft Office.

The research findings illustrate that SMM is an economical and practical tool for enhancing brand visibility and awareness, promoting and engaging consumers with travel ideas, and trustworthy bookings. In the trekking industry, SMM includes Facebook, Instagram, TikTok, WhatsApp, WeChat, short videos, photographs, reels, and online feedback. Likewise, companies apply SMM to reach tourists worldwide enhancing website traffic, brand recognition, and customer interaction through different treks, expeditions, and events like the Ghorepani Poon Hill trek. The study highlights the buyer decision-making theory, determining the customer's systematic buying approach.

The study suggests that Nepal's trekking companies must use SMM for customer purchasing, enhancing brand visibility, encouraging interaction, and establishing trust through platforms like Instagram and Facebook, maintaining the quality of content, and ensuring data privacy.