Factors Influencing The Effectiveness Of Social Media Marketing For Electric Vehicles In Bangalore
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Abstract
Over the past few years, a range of climate issues has gained more attention as a result of the excessive release of greenhouse gases. The sales of electric vehicles (EVs) are rapidly increasing, however, the proportion of EVs in the overall vehicle market is still relatively low and the number of EV owners remains limited. Consequently, the advancement of electric vehicles (EVs) is undergoing a significant transition from being mostly influenced by policies to being primarily driven by market forces. Developing the electric vehicle (EV) market is the exclusive method. Consumers are progressively utilising social media platforms not just for product and service research, but also to interact with the companies they buy from, as well as fellow consumers who may possess relevant perspectives on these companies. Companies acknowledge the potential of the internet, a widely accessible and cost-efficient network, in overcoming geographical limitations and physical distance. They utilise the internet as a platform to collaborate with customers in creating value, leveraging its interactive nature, wide reach, durability, speed, and adaptability. All of these factors contribute to the establishment of a platform that facilitates the acquisition of customer commitment. The present study aims to discover multiple elements that influence the successful social media marketing of electric automobiles. The study will analyse the impact of security, reputation, attractive content, engagement, and communication on the success of social media marketing, in order to determine the most influential component. The present study will employ a descriptive approach, utilising a questionnaire that has been adapted from the material of Mohammadian, Mohammadreza (2012). The questionnaire's scale validity and reliability were assessed using the master validity table. A sample of 132 respondents from Bangalore city was created using the Cochran method with a 95% confidence level and a 5% margin of error. The study utilised AMOS R Ver 22 software to do structural equation modelling. In conclusion, marketers can utilise the findings of this research to develop effective social media strategies for their organisation. The results of this study indicate that security, reputation, engaging content, contact, and communication are all essential factors for the ongoing prosperity of social media. Equipped with this information, marketers can create efficient social media platforms for their businesses, enabling them to establish stronger connections with customers, obtain valuable insights into product usage, and customise their messaging to suit the tastes of their target audience.
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