From Discovery to Purchase: Social Media and Apparel Consumption Among Nepali Youth

Abstract

This study examines how social media shapes apparel purchasing pathways among Nepali youth, with particular attention to platform-specific roles in discovery, evaluation, and conversion. It responds to a gap in Nepal-focused social commerce research by asking how Instagram and Facebook are used for apparel discovery, how user-generated content, influencers, and advertisements affect purchase-related decisions, and how reviews, peer recommendations, quality, and price influence final choice. A quantitative cross-sectional online survey was administered to 128 Nepali youth social media users with experience browsing or purchasing apparel online. Data were analyzed descriptively using frequencies and percentages. The findings show that Instagram is the dominant apparel discovery platform (85.9%), while Facebook plays a smaller discovery role (7.0%). User-generated content and influencer recommendations commonly shape early interest, but immediate advertisement-driven purchase is rare (1.6%). Most respondents instead save products for later, request price or product details, compare alternatives, and rely on peer recommendations and reviews to reduce quality uncertainty. Discounts increase purchase propensity, but tangible attributes, especially quality and price, remain stronger than trend visibility or influencer appeal. The study concludes that social media expands youth exposure to fashion and supports consideration, but conversion depends on perceived value, trust cues, seller responsiveness, and risk reduction. The article contributes to understanding youth consumption in a developing digital economy by clarifying the distinction between platform-led discovery and trust-mediated purchasing.