Social media influence in clothing industry of Nepal

Abstract

Social Media usage has been spreading everywhere, and its impact is discernible. However, the study related to social media’s impact on the clothing market of Nepal has not been explored enough. The businesses or entrepreneurs who are seeking to build a future in the clothing industry do not have enough content to read and understand how much social media and social media marketing can impact their business. Therefore, the main objectives of this research were to comprehend the influence of social media on the clothing industry of Nepal. The study aimed at understanding the current scenario of social media usage and how it has impacted the clothing businesses. The study commenced by studying the preceding literature on the relevant topic and gathering the information. A qualitative method of research was used to gather the materials. Also, to understand the social media and social media marketing in the context of the clothing industry in Nepal, we surveyed 14 participants from four different retail stores in four different cities of Nepal. To make the study more relevant, one manager and 3 employees were chosen who could bring perspective from managerial and employee levels. The result of the survey was gathered and analyzed by making a category of themes, using various tables, figures, and charts. In the findings, seven themes were identified. The findings show the social media usage is very popular among the customers of Nepal. Especially the young population are using social media for more than 4 hours on average per day. Facebook, Tik Tok, and Instagram are all popular, but TikTok usage is getting very popular among people of all ages. Facebook and TikTok gather the most views and customers to buy the products. Online and In-store purchase are both equally practiced. Customer interaction is increased with the use of social media. Social Media Marketing has increased the visibility of the brand, and the engagement rates with customers have amplified. With sponsored ads and influencer’s power, the reach and engagement on social media platforms have heightened. According to the result, return on investment is assured, which states that more budget on social media marketing is needed. The research also empha-sizes some of the challenges associated with social media and social media marketing. The results show that most businesses have a problem finding a budget for social media marketing, and keeping up with trends, handling technology is also not easy for businesses. Other challenges include content creation, finding an expert to handle the social media, and gaining followers, etc. The outcome of the research highlights that social media usage is flourishing, and it has a great influence on the people of Nepal. Similarly, social media marketing is very effective, and it helps in improved customer rates and interactions, e-commerce integration, brand visibility, etc.