Impact of Facebook Marketing on Fashion Purchase Decisions Among Youth in Kathmandu

Abstract

This study examined how Facebook marketing by Aviana Apparel influences fashion purchase decisions among young consumers aged 18–30 in Kathmandu, focusing on engagement with different content types and the role of psychological factors such as attitude, trust, and brand awareness in shaping purchase intentions and behaviour. The research drew on the Theory of Planned Behaviour, the Hierarchy of Effects model, and the Stimulus–Organism–Response framework to explain how exposure to Facebook content may translate into purchase intentions in a Nepali fast‑fashion context. By addressing a limited but important gap in social‑media marketing research on South Asian youth, the study aimed to find out whether and how Facebook campaigns used by a local fashion brand can convert online engagement into actual purchases.

A quantitative, descriptive-correlational research design was used, employing an online structured questionnaire distributed to youth in Kathmandu who were active Facebook users and aware of Aviana Apparel. Purposive sampling produced 41 valid responses from the target age group, and the survey captured data on Facebook usage, engagement behaviours (liking, commenting, sharing), content preferences (influencer vs promotional posts), attitudes, trust, purchase intentions, and actual purchase behaviour. The data were analysed using descriptive statistics, correlation analysis, and regression techniques in SPSS and Excel to profile respondents, compare content preferences, and test relationships between engagement, trust, promotions, and purchase intentions.

The findings show that Aviana Apparel’s Facebook marketing successfully generates awareness and moderate engagement, but much of this engagement is passive, dominated by likes rather than comments or shares. Promotional and discount‑based content is more influential than influencer or model‑based posts in driving purchase intention, and trust in the brand’s Facebook information emerges as the strongest predictor of intention, ahead of both engagement metrics and influencer content. Despite relatively high levels of intention, there is a notable gap between intention and actual purchasing, suggesting that logistical and transactional frictions beyond Facebook, such as offline purchasing processes, limit full conversion from digital interest to sales.