Article Per Year (5 Year)
p-Index From 2021 - 2026
0.408
P-Index
This Author published in this journals
All Journal Quantitative Economics and Management Studies Daengku: Journal of Humanities and Social Sciences Innovation
Awasthi, Keshab Raj
Unknown Affiliation
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Mathematics Other

Published : 2 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 2 Documents
Search

 1 
The Perception-Reality Gap in Digital Marketing: Measuring Social Media's True Influence on Nepal's Cold Drink Consumer Choices Awasthi, Keshab Raj; Pandey, Dipak Raj; Chand, Prakash Bahadur
Quantitative Economics and Management Studies Vol. 6 No. 4 (2025)
Publisher : PT Mattawang Mediatama Solution

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35877/454RI.qems4025

Abstract

This study investigates the influence of social media marketing, including advertisements, influencer endorsements, and user-generated content, on consumer preferences and purchasing behavior for cold drinks in Nepal. Using a descriptive research design with purposive sampling (N=384), the study collected data through structured questionnaires targeting active social media users aged 18-35. Descriptive analysis revealed that social media advertisements had the highest perceived impact (Mean=38.98), followed by influencer marketing (Mean=27.09). However, correlation and regression analyses painted a different picture: while a weak but significant link existed between influencers and user-generated content (r=.134, p<.01), none of the social media variables significantly predicted actual consumer preferences (p>.05, R²=.005). The findings suggest a notable disconnect between perceived and real influence, implying that factors like price, taste, and convenience may outweigh digital marketing effects in Nepal’s cold drink market. The study challenges the assumed dominance of social media in shaping consumer behavior, particularly in emerging markets, and calls for more nuanced, locally tailored marketing strategies. Future research should incorporate behavioral tracking, cross-platform comparisons, and longitudinal designs to better understand the gap between online engagement and actual purchasing decisions. These insights are critical for marketers aiming to optimize digital campaigns in price-sensitive, culturally distinct markets like Nepal.
Green Banking Practices and Percieved Performance of Nepalese Commercial Banks Basnet, Bhabishya; Awasthi, Keshab Raj; Chand, Prakash Bahadur
Daengku: Journal of Humanities and Social Sciences Innovation Vol. 5 No. 4 (2025)
Publisher : PT Mattawang Mediatama Solution

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35877/454RI.daengku4056

Abstract

The adoption of green banking practices by Nepali commercial banks is examined in this study, with an emphasis on how these policies affect the institutions' perceived performance. A sample of 384 bank employees and seven commercial banks participated in the study, which was carried out in the Kathmandu Valley to gauge their knowledge and opinions of green banking activities. Assessing the degree to which these institutions have adopted green banking practices and their impact on perceived performance is the aim. A structured questionnaire was used to gather data for the descriptive research design, and statistical tools like regression, correlation, mean, and standard deviation were used in the quantitative analysis. The results demonstrate that the majority of staff members are knowledgeable of green banking offerings. Furthermore, the study finds that the perceived performance of banks is positively correlated with green banking components such risk management, green investments, human resource practices, green business strategies, and green products. These programs support larger sustainability objectives in addition to improving the banks' profitability. The study concludes by pointing out that green banking practices boost commercial banks' competitiveness, encourage environmental sustainability, and greatly enhance their performance in Nepal. In order to promote sustainable development and boost operational effectiveness within the Nepalese banking industry, the study highlights the strategic significance of implementing green banking strategies.
Co-Authors Basnet, Bhabishya Chand, Prakash Bahadur Pandey, Dipak Raj