Effectiveness of Facebook as a Marketing Tool: A Study among the Users in Kathmandu Valley

Rashesh Vaidya¹

Section:Research Paper, Product Type: Journal-Paper
Vol.8 , Issue.4 , pp.14-20, Dec-2020

Online published on Dec 31, 2020

Copyright © Rashesh Vaidya . This is an open access article distributed under the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
 

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Abstract :
Advertisement is one of the vital marketing activities in the modern business environment. It is any paid form of non-personal communication by an identified sponsor to promote products through mass media. In the era of information–technology, the support of social media has been adopted by marketers. Hence, Facebook has been a popular platform for the marketers of Nepal to promote their goods and services. The paper has tried to find out the effectiveness of advertisements posted in the Facebook portal by the Nepalese marketer. An online survey among the 200 random Facebook users mentioning Kathmandu addresses was conducted to fulfill the objective of the paper. The paper found that the Nepalese Facebook users were more concerned with products and services posted, quality and affinity of the product and services, entertainment, and customization for the effectiveness of an advertisement. The products and services itself and the quality and affinity generated for those displayed or posted products and services at the portal of the social media mainly at Facebook are seen as the major factors that make it an effective social media as a marketing tool.

Key-Words / Index Term :
Facebook, marketing effectiveness, advertisement, Kathmandu, Nepal

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