Nepal Journal of Multidisciplinary Research
The Nepal Philosophical Research Center (NPRC) is responsible for the publication of the "Nepal Journal of Multidisciplinary Research (NJMR)," a peer-reviewed journal that comes out quarterly. NJMR is dedicated to encompassing a wide array of disciplines, including Sociology, Anthropology, Economics, Political Sciences, Geography, Agriculture, Forestry, Management, Education, Literature, Information Technology, and Public Health. The journal is open to a variety of article types, including those based on experience, reviews, and original research. NPRC is committed to fostering the creation of new knowledge through research, and as such, it actively encourages individuals with an interest in these diverse fields to contribute and publish their work in NJMR. The primary aim of the journal is to facilitate the sharing of knowledge among scholars on a global scale. By providing a platform for researchers to disseminate their findings, NJMR contributes to the advancement of understanding and collaboration within the academic community.
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Use of ICT Integrated Pedagogy in English Language Teaching: Readiness and Challenges
Background: Information Communication Technology (ICT) integrated pedagogy is an essential approach to improve learning achievement, particularly language skills, vocabulary, grammar and 21st century skills at community schools. Objectives: This study attempted to explore whether English language teachers are ready to use ICT integrated pedagogy in teaching English at the secondary level and to identify the challenges of English language teachers in integrating ICT in teaching English. Methods: To deal with the research objectives, a hermeneutic phenomenological research design was used to accomplish this study. The lived experiences and reflections of English language teachers were required to find out the relevance of ICT integrated pedagogy and their readiness to employ ICT tools for enhancing learning achievement. Eight English teachers were selected through a judgmental non-random sampling procedure. The in-depth interview and classroom observation were administered to elicit the required lived experiences of English language teachers regarding their readiness and challenges of applying ICT integrated pedagogy to teach language skills, vocabulary, and grammar to the EFL learners in the context of Nepal. Findings: The findings of this study were the inevitability of engagement and motivation, the development of 21st century skills in learning through ICT literacy, the lack of ICT devices and e-learning workshops and training in developing language skills and aspects. Conclusion: ICT integrated pedagogy is an essential approach to engage the students to enhance learning achievement in community schools in Nepal. This approach helps the ELT teachers of basic and secondary level to promote their 21st century skills such as critical thinking skills, collaborative skills and digital literacy in the context of Nepal. Novelty: The implication of this study helps the policy makers, teachers and students to be aware of the benefits of digital pedagogy to promote learning achievement of the learners and professional growth of ELT teachers through digital pedagogy.
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Determinants of Loan Repayment: The Case of Microfinance Institutions in Nepal
Background Loan delinquency among microfinance borrowers is a growing global concern, especially in South Asia, where microfinance programs have shown inconsistent performance. In Nepal, 59 microfinance institutions (MFIs) report a bad debt rate of 4.68% and an average non-performing loan (NPL) ratio of 7.49%. Timely repayment is critical to the financial sustainability of MFIs, yet there is limited research on the factors influencing repayment behaviour in Nepal. Objective This study aims to examine the determinants of loan repayment behaviour among MFI borrowers in Nepal, focusing on socio-demographic characteristics of borrowers, business-related attributes, and lender-specific factors. Methods Data were collected through a survey of 384 purposively selected borrowers in Chitwan district, the third largest microfinance hub in Nepal. Multiple regression analysis was used to evaluate the impact of these factors on repayment performance. Diagnostic tests confirmed the absence of multicollinearity. Findings Borrower socio-demographic characteristics had the strongest positive influence on repayment, with female gender, higher education, and financial literacy emerging as significant predictors. Business-related factors such as higher transaction volumes, full loan utilization, and involvement in non-agricultural enterprises also positively affected repayment, though business profitability was not significant. Among lender characteristics, friendly loan policies, feasible repayment schedules, and clear communication of loan terms improved repayment, while intensive supervision had a negative effect. Implication MFIs should prioritize careful borrower selection, promote entrepreneurship development for high-risk agricultural borrowers, and strengthen staff advisory and communication skills. Implementing flexible, borrower-friendly loan policies tailored to clients’ conditions can further enhance repayment. The study enhances understanding of repayment behaviour in Nepalese microfinance and offers practical recommendations for improving MFI sustainability.
The Trend Analysis of Public Education Expenditure: A Cross-Country Comparative Analysis with Focus on Nepal
Background Public expenditure on education shapes human capital and long-run development, and this study situates Nepal’s public education spending within cross-country trends from 2000 to 2024 to benchmark it against developed, emerging, and South Asian peers. Yet a consolidated long-horizon comparison that accounts for post-federalization budgeting and the COVID-19 period remains scarce, obscuring Nepal’s relative performance and the scale of its financing shortfall. Methods Two indicators were analyzed using secondary time-series data from the World Bank: government education expenditure as a share of GDP and as a share of total government expenditure. Countries were grouped (developed, emerging, South Asia), and trends were summarized with descriptive trajectories and group comparisons based on Excel-processed series. Results Developed economies generally align with the GDP benchmark and show stable budget shares through 2020-2021; emerging economies display steady upward trajectories without a pronounced pandemic-year dip in the nominal series. Most South Asian systems remain below international reference ranges on one or both indicators. Nepal’s series lies between these poles, about 3 to 5 percent of GDP and roughly 10 to 22 percent of public outlays, indicating material effort that is frequently short of benchmark levels. Conclusion Benchmarks are informative signposts, but performance depends on sustaining real effort through shocks and on how funds are composed and executed. For Nepal, the comparative evidence points to a dual task: align finance levels more consistently with international reference ranges and strengthen spending quality so allocations translate into broad, durable gains in social and economic sectors. Novelty The study provides a comparative, benchmark-referenced trend profile for Nepal against developed, emerging, and South Asian groups, incorporating the 2020-2021 shock to aid interpretation while remaining focused on public-finance trends rather than causal claims.
Narrativisation of the Mau Mau Rebellion in Ngugi wa Thiong'o's Weep Not, Child
Background and Aim: Ngugi wa Thiong'o's seminal novel Weep Not, Child (1964) chronicles the historical experience of Kenya, foregrounding the historical, political, and socio-economic occurrences during the colonial rule in the country. The novel juxtaposes some historical incidents of Kenya in a fictionalised fashion to show the Kenyan people's resistance to white domination and its aftermaths. Thiong'o's reference to the Mau Mau rebellion against the colonizers and those Kenyan people collaborating with them is dealt with great care in the novel. In order to underscore this theme of resistance against the deeply entrenched oppressive power structures, Thiong'o has his characters like Kamau, Boro and several others who take oaths and enroll in the Mau Mau movement to fight for cultural freedom, land acquisition, and national independence. But the question is: what is the outcome of this movement and what impact does it have on the life of the colonisers and the colonised? The purpose of this paper is to explore and excavate the answer of these questions. Put differently, the paper attempts to glean the profound impact of Mau Mau movement both on the colonisers and the colonised, ultimately disrupting colonial Kenya's social, political, and familial structures through the analysis of resistance, violence, and disillusionment. Methods: This study combines a qualitative research approach and a historical framework to accomplish the objective of the research. The narratives and anecdotes in the novel are analysed and contextualised with reference to the historical incidents of the then Kenya. Results: The novel is a powerful reaction against the economic disparities prevalent in the country, land confiscation by the white settlers, and the exploitation and violence meted upon the local in the name of maintaining law and orders. Thiong'o mightily vocalises resistance against the white settlers by annunciating their barbarity to the black people. Conclusion: Ngũgĩ wa Thiong’o's Weep Not, Child is a powerful literary representation of the Mau Mau rebellion, shedding light on its causes, impact, and significance. Through a rich tapestry of characters and themes, the novel provides a nuanced exploration of colonial oppression, resistance, and the price of freedom. By capturing the historical realities of the Mau Mau struggle, Ngũgĩ not only preserves the memory of Kenya’s fight for independence but also offers insights into the ongoing challenges of post-colonial identity and justice. Novelty: This study contributes to literary scholarship by offering a detailed analysis of how Ngũgĩ's novel constructs a counter-narrative to the European settlers' biased representation of the Mau Mau, interrogating its misrepresentation and re-establishing it as a politically coherent movement for independence.
Artificial Intelligence in Human Resource Management: A Systematic Review of Drivers, Challenges, and Future Pathways
Background: In developed countries, recruitment agencies are preferring Artificial Intelligence (AI) technologies in hiring human resources in companies. AI integration has become essential in HRM. AI supports multiple functions such as finding the right employees, setting management goals, maintaining institutional knowledge, and modernising work styles. Objectives: The study aims to examine the role and benefits of AI in HRM, assess the challenges, ethical concerns, and human–AI collaboration, and explore its practical applications and future directions. Method: The research applies literature review as methodology to collect evidences regarding the roles and challenges of AI in the recruitment process through the perspective of the Diffusion of Innovation theory. Findings: Findings shows that AI systems show enhanced efficiency throughout candidate screening processes and skills evaluation however human supervision stands essential to deal with biases and maintain fair recruitment procedures. Conclusion: The research concludes that future recruitment will evolve into human-AI partnership models instead of machine-only automation while proposing industry standards and ethical frameworks and regulatory policies for implementation-guidance. Novelty of the study: Unlike previous research, this paper synthesises how AI development is transforming human resource recruitment while also highlighting the barriers that hinder its effective implementation. A key contribution of this review is the introduction of the concept of human-centered AI in HRM, developed in line with Rogers’ Diffusion of Innovation theory.
Effectiveness of Enterprise Development Tool Promoted by the Ministry of Industry: Outcome from Field Survey
Background: The objective of this study is to analyze the effect of enterprise development tool called Business Development Services (BDS) designed and promoted by the Ministry of Industry for creation and development of micro-enterprises in Nepal. The tool is composed of different components supporting micro-enterprise creation and growth. This research is based on the primary data collected from the field survey of micro-entrepreneurs of Banepa Municipality and Chauri Deurali Village Palika of Kavre District. Kavre district is nearby Kathmandu and easy to reach by road transport. The Ministry of Industry has implemented BDS program in this district from the year 2007 so that BDS suppliers and entrepreneur associations have generated sufficient experience and information on the implemented modality. Objective: The general objective of this research is to analyze the effectiveness of BDS, a tool for micro-enterprise development. Specifically, this research is aimed on analyzing surveyed data of micro-entrepreneurs for the assessment of the effectiveness of provided BDS supports to them for the development of their enterprises. Methods A quantitative approach has been used in this research. For the survey purpose, micro-entrepreneurs are randomly sampled from the population of total created enterprises at the sample areas. The sample areas are purposively selected due to their richness in information holdings, number of created micro-enterprises, and experience in delivering BDS. Questionnaires to collect opinion on the effectiveness of the delivered BDS is structured using five point Likert scale. Both descriptive and inferential statistical analysis are applied to analyze the surveyed data. Findings: Both the descriptive and inferential analyses have depicted that that all components of BDS are significantly effective for the development of micro-enterprises. Conclusion: The designed BDS package is very useful to micro-entrepreneurs for the creation and growth of their enterprise. The applied holistic mechanism in the design and interventions of the BDS have helped to enhance its effectiveness as expected by the promoting agency. Novelty: The dearth of research in this subject in Nepal make it a novel topic. Although, the effectiveness of BDS as a tool of micro-enterprise development is evaluated several times under the funded project work of the Ministry of Industry whereas the academic research in this topic is rear in Nepal.
Wounds to Words: Trauma and Transformation in Salman Rushdie’s Knife
Background: Salman Rushdie’s memoir Knife: Meditations After an Attempted Murder explores how writing serves as a therapeutic tool for the author following a physical attack by "A" in New York while he was preparing to provide a public speech. Methodology: This study employs a qualitative analysis of the memoir, primarily drawing on Cathy Caruth’s trauma theory, with supporting details from other theorists. Applying the theory, this study reconnoiters the function of writing to heal the person who has bodily and mental illness. Findings: The textual analysis that applies trauma theory suggests that reading and writing can help erase corporeal and psychological trauma for individuals. The narrator, who is also the speaker, reconciles mental trauma by using memoir writing as a therapeutic tool. This is why writing serves to maximize joy and happiness while minimizing suffering. Conclusion: Thus, this study deduces that writing functions as a source of solace for traumatic mindset. The longing for life intensifies as the writer begins to write and elaborate on the shared imaginary conversation with the attacker. Novelty: Narrative and conversational words are the key elements that help people feel psychologically refreshed, allowing them to forget the terror of physical assaults or emotional underestimations. The imaginative dialogue erases the speaker's hatred towards the attacker, which in turn mentally heals him. Therefore, memoir writing is a form of therapy that energizes materially and heals spiritually.
Financial Literacy and Budgeting Behavior of University Teachers in Nepal: The Moderating Role of Financial Attitude
Background: Effective personal financial management has emerged as a vital life skill in the context of a financial environment. This is particularly important for university teachers, who not only manage their own finances but also serve as role models within society. Even though it is commonly acknowledged that financial literacy is a major factor in encouraging practical financial behavior to develop financial attitude especially in developing nations like Nepal. Methods: Using a structured questionnaire and a quantitative research design, this study examined the relationship between budgeting behavior, financial attitude, and financial literacy. 250 university teachers from various Nepalese academic institutions provided the data. The proposed relationships were tested through statistical analysis, including moderation analysis. Results: The findings of the study show a strong positive relationship between financial literacy and budgeting behavior. Financial attitude also has a significant positive effect on budgeting behavior. Notably, financial attitude significantly influences the relationship between financial literacy and budgeting behavior. It enhances the positive impact of financial literacy when a good financial attitude exists. Conclusion: Both knowledge and attitude are important for university teachers in Nepal follow good budgeting habits. Simply improving financial literacy may not be enough if it isn’t supported by a positive attitude toward finances. So, financial education programs should take a more complete approach by focusing on both teaching financial skills and shaping a healthy mindset about money. Novelty: This study is one of the first to look at how financial attitude affects the relationship between financial literacy and budgeting behavior in the Nepalese higher education sector. It offers new insights into the importance of both knowledge and attitude in encouraging good financial habits, especially in a developing country.
The Moderating Role of Financial Literacy between Herding Behavior and Investment Decisions in Nepalese Mutual Funds
Background: The aim of this research was to examine and explain how financial literacy influences the effect of herding behavior on the investment decisions made by Nepalese mutual fund investors. Financial literacy can play a crucial moderating role in reducing the predominance and negative effects of herding behaviors among Nepalese mutual fund investors. Methods: Data were collected from 386 participants engaged with NEPSE and mutual funds using a convenient sampling method. An explanatory research design with quantitative approach was used. The statistical analysis used both regression models and Structural Equation Modeling (SEM) in R Software to assess the direct, indirect, and interaction effects of herding behavior and financial literacy on investment decision-making. Results: The research found a significant positive link between herding behavior and investor decision-making, a bold positive link between financial literacy and decision-making, and that financial literacy moderated the influence of herding behavior on mutual fund investment decisions. Conclusion: The study concluded that investors, financial advisors, and policymakers should develop better investment strategies and regulations as per the insights gained from this research in order to mitigate the unfavorable effects of investors’ herding behaviors. The study recommends the initiation of training programs, workshops, and seminars to reduce herding behavior by improving the financial knowledge of investors, Novelty/Value: This research fills in the research gap and adds to the existing literature on these important constructs and offers empirical evidence regarding their impacts within the financial markets of Nepal. It is found that focused financial education initiatives can enable Nepalese investors to bridge the knowledge gap, reduce herd behavior, and make rational mutual fund investment decisions.
Capital Formation, Foreign Aid, Human Capital Development and Economic Growth in Nepal
Background: Capital formation and foreign aid provide funds for the investment in developing countries for infrastructure development and acceleration economic progress. Educated, skillful and healthy human capital plays a vital role for the long-run economic development. Therefore, this paper aims to investigate the effect of capital formation, foreign aid and human capital development on economic growth in Nepal. Methods: This study applies ordinary least square modeling based on causal research design for the examination of impact of gross fixed capital formation (GFCF), foreign aid such as foreign grants (GRANT), foreign debt (DEBT), World Bank debt (WBD) and human capital development (HCD) on economic growth. Gross domestic per capita (GDPPC) is considered as economic growth and GFCF, GRANT, foreign DEBT, WBD and secondary school enrolment as HCD are considered as explanatory variables. Results: This study reveals capital formation has dominant role in economic growth and Nepalese government needs to focus on sufficient capital formation for the acceleration of rapid economic development. This paper explores foreign aid that plays significant role in bridging deficit budget and accelerates economic development. Government needs to use foreign aid for infrastructure development and rapid economic growth. However, secondary school enrolment as HCD does not have imperative positive influence because secondary education has expanded only in numbers but lack of quality, knowledge, skills to meet job market needs, more migration for low skill works and policy weakness of human capital development are the reasons of unexpected effect on economic growth in Nepal. Conclusion: This study concludes capital formation and foreign aid have leading role for economic growth. Nepalese policy makers, government and bureaucrats need to emphasize to articulate and implement various policies for formulation of more capital and optimum utilization of foreign aid for the rapid acceleration of economic development. Policy maker should formulate human capital polity emphasizing in improving education quality, knowledge, skills to meet market needs via fostering innovation, integrating digital skills, retaining talent human resources to accelerate productivity for rapid economic growth. Novelty: The novelty of this paper is integrated approach to examine combined effect of capital formation, foreign aid and human capital development on economic growth. This study unifies drivers of economic development within a single framework via holistic approach for achieving inclusive and sustainable economic development.
Nasrin’s French Lover: Women’s Lives in Bangladesh
Background: This paper analyzes Taslima Nasrin’s French Lover (2001) as a critique of patriarchal structures in Bangladeshi society. The study focuses on the protagonist, Nilanjana, and her struggle for identity and autonomy. The novel highlights how a patriarchal culture, compounded by its own rigid religious beliefs, targets women’s and defines their lives in relation to men— often at the cost of their own freedom and identity. Methodology: This study draws on Simone de Beauvoir’s concept of woman as “Other,” Abeda Sultana’s analysis of patriarchal subordination. It will also use Taslima Nasrin’s own critique of gender norms to examine Nilanjana’s journey in relation to other Bangladeshi women. A close textual analysis will be run to explore themes of marriage, societal expectations, and resistance. The novel will set the broader context of gender dynamics in South Asia at the central stage to illuminate the lives of South Asian Women. Results: The narrative reveals a visible impact of patriarchal expectations on the women characters, as their identity is shaped by their roles as daughter, wife, and potential mother, thereby restricting their personal desires. Nilanjan’s marriage to Kishanlal, driven by societal pressure rather than love, reflects the systemic denial of female agency. Her eventual pursuit of independence in France signifies a rejection of those societal constraints. The novel critiques the societal scrutiny of women’s appearance and behavior as well because these gazing behaviors would force women to be a conformist at the expense of their own freedom. Conclusion: French Lover foregrounds the challenges Bangladeshi women face in asserting their identities within a patriarchal framework. Nilanjana’s journey toward self-discovery offers a vision of resistance and empowerment. This study brings in the glaring examples from the text to highlight how patriarchy has limited the lives of Bangladeshi women and what needs to be done to fight back. The study calls for a redefinition of female identity that embraces autonomy and individuality. Novelty: This study highlights Nasrin’s contribution to feminist discourse by illustrating how French Lover critiques the intersection of gender, culture, and identity with reference to Bangladesh. Bangladeshi women’s stories are usually unheard because of the strict religious code of conducts therefore this study tries to get into the lives of Bangladeshi women through Nashree’s narratives, highlighting the novel’s relevance to contemporary discourses on gender equality in traditional societies.
Banking System Security and Efficiency as Drivers of Perceived Service Quality: The Mediating Role of Responsiveness
Background: In Nepal, the growing reliance on electronic banking has increased the importance of ensuring security, efficiency, and responsiveness in service delivery. Hence, this study investigates how banking system security (BSS) and efficiency (EEF) influence perceived service quality (PSQ), with responsiveness (RES) as a mediating factor. Methods: A quantitative cross-sectional survey design was employed using primary data collected from 289 banking customers in Kathmandu metropolitan city together with three municipalities in the northern part of Kathmandu district. The constructs for BSS, EEF, RES, and PSQ were measured using validated scales from previous literature, and data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) to test direct and mediating effects. Results: The findings reveal that banking system security significantly influences both responsiveness and perceived service quality. Efficiency positively affects responsiveness but does not directly impact perceived service quality. Responsiveness significantly enhances perceived service quality and mediates the effects of both banking system security and efficiency on perceived service quality, with stronger mediation observed for banking system security. Overall, banking system security emerges as the most influential predictor of perceived service quality. Conclusion: The study finds that security acts both as a direct assurance factor and an indirect experiential factor through responsiveness, while efficiency enhances service quality mainly when its benefits are reflected in responsiveness. For Nepalese banks, key strategies include ensuring visible security, embedding responsiveness into service design, and aligning efficiency with customer-facing outcomes. The findings advance SERVQUAL model by revealing the asymmetric roles of security and efficiency and confirming the mediating role of responsiveness in an emerging market context. Novelty: The research introduces a unified mediation framework integrating security, efficiency, responsiveness, and service quality. Moreover, by merging elements from multiple theories, the study offers a comprehensive model that deepens understanding of service quality in emerging economies.
The Rise of Eco-Conscious Banking: How Undergrads Are Shaping Finance’s Future
Background: The global financial sector is increasingly prioritizing sustainability, with green banking and investment emerging as key strategies to support environmentally responsible economic growth. Despite growing interest, awareness and adoption remain limited in developing economies like Nepal, particularly among younger generations who will shape future financial trends. Objective: This study examines undergraduate students' awareness, perceptions, and willingness to engage in green banking and investment, assessing potential gender differences and identifying barriers to sustainable finance adoption. Methods: A quantitative approach was employed, using a structured questionnaire administered to 217 undergraduate students from public and private colleges. Data were analyzed using descriptive statistics, independent samples t-tests, and ANOVA to compare responses across genders and academic disciplines. Findings: Results indicated moderate awareness of green finance concepts, with no significant gender differences in green banking perceptions (p=0.220). However, male students showed marginally higher interest in green investment (p=0.066). Key barriers included limited financial products, insufficient policy support, and lack of technical knowledge. Conclusion: While students demonstrate foundational awareness of green finance, targeted educational initiatives and policy incentives are needed to deepen engagement. The findings underscore the importance of integrating sustainability into financial curricula and fostering institutional support for green finance in Nepal. Novelty: This study contributes to limited research on youth perspectives toward green finance in developing economies, offering actionable insights for policymakers and educators to bridge awareness gaps and promote sustainable financial behaviors.
Beyond Clinical Care: How Gender Shapes Patient Perceptions of Dental Services in Nepal
Background: Perceptions of dental care quality by patients are guided by several factors, such as gender, but relatively few studies have addressed these differences in Nepalese contexts. It is important to understand how male and female patients assess physical infrastructure, professionalism of staff, and interaction processes in order to offer gender-sensitive dental services. Objective: The objective of the current study was to assess gender differences regarding dental treatment perception among patients at Kantipur Dental Hospital, Kathmandu, and physical structure, staff behavior, professionalism, and interaction quality. Methods: The cross-sectional study involved 196 dental patients who were conveniently sampled. The data were gathered using structured questionnaires and were analyzed using independent samples *t*-tests, with Levene's test of variance homogeneity and bootstrap validation (1000 samples) for sensitivity. Statistical significance was at a level of *p* < 0.05. Findings: Significant gender differences were found in perceptions of staff structure (*p* = 0.008), professionalism (*p* < 0.001), and processes of interaction (*p* < 0.001) with female patients scoring these dimensions significantly higher than males. No difference was found on perceptions of physical structure (*p* = 0.131). Bootstrap analysis confirmed the stability of these findings. Conclusion: Dental care perceptions of patients are highly shaped by gender, particularly in interpersonal and professionalism domains. These findings emphasize the need for gender-sensitive communication training as well as dental clinic service design. Novelty: To the best of our knowledge, this study is among the first to quantify gender differences in the perception of dental care in Nepal through rigorous statistical validation (bootstrap) in ascertaining result reliability.
Unveiling the Landscape of Social Media Marketing Research: A Comprehensive Bibliometric Analysis
Background: Social media marketing emerged as an effective business strategy that provides a sustainable foundation for customer involvement, interaction, and market development. The marketing endeavor through social media enables targeting potential customers, assessing the preferences of clients, and making informed decisions to foster effective promotion. Thus, this study attempts to analyze the recent trends and evolution in social media marketing research and to depict the pathway for future research. Methods: Social media marketing research was conducted utilizing a comprehensive bibliometric analysis with Biblioshiny and VOS Viewer software. This study covered the period 2010–2024, including 784 databases from Web of Science. Social media marketing was the main keyword and it included only research articles published in the English language containing business and economics as research subject areas and business and management as Web of Science categories. Results: The findings of the study revealed an increasing trend in scientific publications in the field of social media marketing. Moreover, the three-field plot depicted social media marketing as the leading keyword and most relevant source in the study, according to the Journal of Research in Interactive Marketing, indicating the highest source's local impact. Similarly, the most relevant author was Anderson, followed by Sanak-Kosmowska, and the most relevant affiliation was the American Marketing Association. Next, a leading country as the corresponding author's country was the United States of America (USA), followed by India, showing the USA as the highest contributor in scientific production and the most cited country. In addition, the article by Kozinets was the most globally cited document, and the work by Godey was the most locally cited document. Finally, the most frequent words were "social media marketing" in the study as a major theme. Conclusion: This research highlights current trends and future research directions in social media marketing, providing a strategic pathway for businesses and researchers. Novelty: This research measures the trends and direction and provides a future pathway in the social media marketing field. Further, it serves as an indispensable resource for research scholars and practitioners to unveil the social media marketing trends.
From Responsibility to Results: Measuring CSR’s Impact on Nepalese Corporate Success
Purpose: This study explored the relationship and influence of CSR initiatives on the corporate sector's performance in Nepal. CSR is considered to be both a causal marketing and a governance parameter thus ethical observance of its conduct is more often than not missing. The present research explores dimensions of commitment of funds, adherence to policies, framework of modus operandi and evaluation of the impact it created. Methods: This study used mix-methodology. The quantitative approach was deployed using published materials and a structured questionnaire was administered. Data was collected to procure real-time insights. Primary data collection for both the companies’ executives and the beneficiary institutions was then collated. Out of 162 questionnaires distributed, 127 usable questionnaires were returned from companies’ executives. Further, 400 questionnaires were recorded from the beneficiary institutions. Furthermore, the qualitative method was used: semi-structured interviews in personal face-to-face interactions were conducted. Representatives were selected from seven organizations that consented to participate. Results: The findings show that out of eight research queries, from two divisions: financial performances and strategic decisions, six have significantly confirmed the firm's positive performance. At the same time, customer and environmental relations appeared insignificant. Conclusion: This outcome confirms that the amount spent on CSR is poised to prove an investment instead of an expenditure. Subsequently, the beneficiary institution can derive satisfaction through various adaptation schemes such as building relations by solving the problems of the beneficiaries, which eventually leads to firm performance. Novelty: The results show divergence from previous findings, especially in the context of Nepal by accepting a noteworthy connection between the community and firm’s performance.
Financial Literacy and Green Finance Adoption among Working Professionals in Nepal
Background: Green finance is more than just a slogan—it’s a pathway toward a cleaner, more sustainable future. Yet in Nepal, its adoption remains slow so, professionals still face barriers like lack of knowledge, poor access to eco-friendly financial products, low environmental awareness, and lack of supportive government policies Objectives: The major aim of this research is exploring key influences: financial literacy, environmental awareness, government incentives, and access to green financial products to uncover how each of these factors affects green finance adoption. Methods: The study gathered information from working individuals through a five-point Likert scale questionnaire. The research design blended descriptive, correlational, and causal-comparative approaches. Findings: Financial literacy, environmental awareness, government incentives, and product access had a positive impact on green finance adoption but financial literacy raised out. People who had a good understanding of how money and investments work were much more likely to choose options that help protect the environment. Conclusion: If Nepal wants to accelerate its journey toward sustainable finance, it must start by educating its people. Together with better access to green financial products and smarter government incentives, financial education can empower professionals to invest with both their wallets and their values. Novelty: It’s not just theory it’s a practical roadmap and fresh localized evidence-based aspect which drives green finance behavior in Nepal. By investing in financial education and product accessibility, they concern can build a culture of sustainable investment that benefits individuals and research communities.
Beyond Awareness: Governance, Structural Poverty and Nutritional Challenges among Musahars in Siraha, Nepal
Background: Nutritional disparities among Nepal’s marginalized communities remain a critical public health concern, particularly in the context of federalization and shifting responsibilities for health governance. The Musahar community, among the most socio-economically excluded groups in Nepal, faces persistent challenges in accessing adequate nutrition and health services. While interventions have primarily emphasized awareness and behavior change, little attention has been paid to structural poverty and governance failures that limit the effectiveness of such approaches. This study highlights that nutrition interventions must integrate poverty alleviation, inclusive governance, and cultural sensitivity into program design. It provides ethnographic evidence that can help the Ministry of Health and Population revise Nepal’s Multi-Sector Nutrition Plan (MSNP) to ensure equity-focused, community-centered approaches Methods: This study draws on two weeks of ethnographic fieldwork in Sakhuwanankarkatti Rural Municipality, Siraha district. Data were collected through 24 in-depth interviews, 3 focus group discussions, participant observation, and participatory resource mapping with Musahar households, local officials, health workers, and community volunteers. Data were analyzed thematically using practice theory to explore how everyday practices of food, health, and care are shaped by structural constraints. Informed verbal consent was secured from all participants. Results: Findings show that despite increased awareness of nutrition, structural poverty, caste-based exclusion, and weak local governance prevent Musahar families from accessing diverse diets and consistent health services. Dietary taboos and traditional healing practices persist not as ignorance but as adaptive responses to poverty and exclusion. Federalization has not translated into improved service delivery: local governments face limited budgets, weak accountability, and dependence on NGOs for nutrition interventions. Trust deficits between communities and health institutions further undermine the effectiveness of nutrition programs. Conclusion: Awareness-focused interventions alone cannot address the nutritional challenges faced by the Musahar community. Structural poverty, exclusion, and weak local governance under federalism reproduce health inequities despite policy commitments to inclusivity. Effective interventions must go beyond awareness-raising to address structural barriers, strengthen accountability in local governance, and enhance social protection for marginalized groups.
Federalism and Gender Equality in Local Governance of Nepal
Background: The adoption of the federal system through the 2015 Constitution of Nepal marked a pivotal shift in governance, decentralizing power to provincial and local levels. A key objective of this restructuring was to enhance inclusive governance, particularly through constitutional mandates (Article 38) and electoral quotas designed to boost women's political participation. While these provisions have led to a significant increase in the numerical representation of women in local government, achieving substantive and meaningful participation remains a critical challenge. Objective: This study aims to examine the status of women's representation in Nepal's 2022 local elections, using the 2017 elections as a baseline, to assess the impact of federalism on gender equality in local governance. Methods: The research employed an explanatory sequential mixed-methods design, grounded in pragmatist philosophy. It integrated quantitative data from the Election Commission of Nepal on the 2017 and 2022 local elections with a qualitative review of existing literature, policies, and scholarly analyses. The theoretical framework was guided by Feminist Theory, to analyze patriarchal power structures, and Decentralization Theory, to evaluate the devolution of power. Findings: The study confirms that legal quotas have successfully increased women's numerical representation, with women holding over 40% of local government positions in both election cycles. However, a severe disparity persists between numerical presence and substantive power. Women remain overwhelmingly concentrated in secondary, mandated roles (e.g., Deputy Mayors, Vice-Chairpersons, and ward members), with minimal representation in executive leadership. Only 25 women were elected as Mayors or Chairpersons in 2022 (out of 753 possible positions). Furthermore, intersectional analysis reveals significant disparities among women: while Dalit women constitute 47.4% of female ward members due to specific quotas, their representation in higher offices is minimal, and women from Madhesi and Muslim communities are consistently underrepresented. Conclusion: Federalism and its accompanying quota system have created essential institutional space for women's entry into local politics in Nepal. However, entrenched patriarchal norms, biased intra-party nomination processes, and a lack of institutional support continue to act as formidable barriers to substantive representation and leadership. The study concludes that achieving genuine gender equality requires moving beyond quotas to implement structural reforms, capacity-building initiatives, and a cultural shift to ensure women can exercise meaningful decision-making power across all levels of local governance. Implication: The findings imply that Nepal's federal system must move beyond numerical quotas and implement targeted capacity-building and institutional reforms to ensure women's meaningful participation in local governance. Furthermore, policymakers must adopt intersectional approaches to address the unique barriers faced by women from marginalized communities like Dalits, Madhesis, and Muslims.
Visualization of VTubers: A New Paradigm in Digital Marketing
Background: VTubers (Virtual YouTubers), who use animated avatars for content creation, have emerged as a transformative force in digital entertainment and marketing. Originating from Japan with the debut of Kizuna AI, this phenomenon has rapidly grown into a global trend, offering new paradigms for audience engagement and brand promotion. Methods: This study employs a narrative literature review to synthesize and analyze existing research on VTubers. The methodology involved a systematic search of academic and industry sources to explore the evolution, marketing applications, and associated challenges of virtual influencers. Results: The review finds that VTubers offer unique marketing advantages, including the ability to create highly personalized, fantastical personas that foster strong parasocial relationships and provide a sense of escapism and companionship for audiences. Successful case studies, such as collaborations with major brands, demonstrate their effectiveness in driving engagement and sales. However, significant challenges were identified, including high production costs, legal complexities regarding intellectual property, and ethical concerns such as potential deception and creator self-objectification. Conclusion: VTubers represent a powerful and innovative tool in the digital marketing landscape, capable of creating immersive brand experiences. For sustainable integration, brands and creators must strategically navigate the associated ethical and practical challenges to leverage their full potential. Novelty: This review provides a consolidated comparative analysis of VTubers versus traditional influencers, systematically outlining their distinct strengths, weaknesses, and the novel ethical and legal considerations they introduce to digital marketing, offering a foundational framework for future research and strategic application.
Understanding Tourist Brand Loyalty: Key Antecedents in Annapurna Region's Resorts in Nepal
Background: Brand loyalty in tourism sector is frequently talked but it does not appear to have been researched in an authentic manner. This study tries to uncover the facts in the context of perceived facilities, service quality and price value in Annapurna Region's Resorts in Nepal. This present article attempts to measure the brand loyalty of foreign tourist in the resorts located at the Annapurna Region. Methods: Descriptive and causal research design was used as it is quantitative in nature. Structured questionnaires were administered in the survey. Two hundred and fifty tourists who stayed in the Annapurna Region's Resorts were approached and data were obtained. Structure equation modelling technique was used to examine the major factors affecting brand loyalty in the resorts located at the Annapurna Region. Results: This research confirmed perceived facilities and service quality were the most important factors on brand loyalty. Price value has no significant effect on brand loyalty for tourists located in Annapurna Region's Resorts. Conclusion: Marketing managers should concentrate on service quality provided in the resorts at Annapurna Region and tries to know how it is perceived by tourists.
Gen Z and the Digital Marketplace: A Quantitative Analysis of Age and Gender Differences in Online Shopping Behaviors and Payment Preferences in Nepal
Background: The Nepalese online commerce market is undergoing a drastic transformation with the penetration of e-commerce sites and mobile wallets. Identifying what drives the market requires a closer examination of its most dynamic segment: Generation Z. This study investigates the payment behavior and buying habits online of this generation with special interest in examining the impact of age and gender. Objectives: The primary aims were to: 1) trace the frequency, platform, and product preference of Nepali Gen Z for online purchases, 2) assess their adoption and attitude towards mobile wallets, and 3) empirically test for age and gender differences. Methods: Quantitative cross-sectional design was employed. Pre-coded survey was conducted online and a sample of 216 Gen Z respondents (20-25 years) was received. Data was analyzed using SPSS, Independent Samples t-tests for examining gender differences and Pearson Correlation and Chi-Square tests for examining the effect of age. Results: Analysis of the data showed a widespread lack of statistically significant gender variations in online buying frequency, product selection, and problem experience. However, age appeared in a substantive, weak correlation with attitudes towards payment. In addition, choice of platform had a complex, non-linear relationship with age, showing nuanced intra-generational trends. Conclusion: The research concludes that in the case of Generation Z in Nepal, gender is not a fundamental differentiator of overall online shopping behavior, but age remains a salient factor influencing payment and platform choice. This demonstrates a homogenizing effect of digital nativity on gender-based consumption routines. Implication: The findings indicate that platform developers and marketers should be concerned with age and lifestyle segmentation rather than focusing on gender-based solutions for the Gen Z generation. Solution efforts have to be aimed at simplifying payment solutions and platform functionality to cater to the subtle, age-differentiated inclinations of this key audience.