KALAISELVI, S (2021) SOCIAL MEDIA AS AN INSTRUMENT OF MARKETING: A STUDY OF AN INDIAN AUTOMOBILE INDUSTRY. GIS SCIENCE JOURNAL, 8 (12). pp. 1289-1301. ISSN 1869-9391

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Abstract

The role that social media plays in the automobile industry are far more than merely
attracting buyers through coming up with catchy adverts. In fact, with each passing day, there is
a significant increase in the number of car-buying transactions that take place over various social
media platforms. With social media apps such as Vero among many others, the car-purchasing
process has been made much easier. Their primary objective is to make online purchases appear
more as they would in real life, with all sorts of transactions being facilitated. This includes
cheap automobile pieces to high-end automobile “machines.” The objective of this paper is to
understand the concept and to study the current scenario of social media marketing in the
automobile industry. This paper further considers the various key performance indicators (KPIs)
used for social media measurement and the reasons behind adopting social media marketing.
This paper also tries to identify the relationship between social media marketing, fans growth
and sales generation.

Item Type: Article
Uncontrolled Keywords: Social Media Marketing, Automobile Industry, Fans Growth, Sales generation.
Divisions: PSG College of Arts and Science > Department of Commerce
Depositing User: Mr Team Mosys
Date Deposited: 24 Mar 2022 08:53
Last Modified: 24 Mar 2022 08:53
URI: http://ir.psgcas.ac.in/id/eprint/662

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