Influence of Social Media Communication on Purchase Intention of Passenger Cars

Abstract

The study has made contributions in social media research in numerous ways. On newlinethe statistical ground, the study attempts to develop a theoretical framework that newlinehas been undertaken in considering the empirical research methodologies drawn newlinefrom the existing theories that have satisfied the required level of alignment with newlinestudy variables. The study hence confirms the research contribution in every newlineaspect. newlineFundamentally, from the theoretical point of view the study has utilized three newlinegrounded theories. The casual effects of the variables are used for developing the newlineproposed framework to understand the influence of social media communication newlineon purchase intention of passenger cars. Social media communication has been newlinestudied using the five dimensions that were identified through review of literature. newlineThe consumer behavior aspects such as attitude, trust and loyalty have been newlinestudied in detail leading to purchase intention of passenger car. The study has been newlinefurther extended to analyse the effect of evangelism in making final purchase newlinedecision. newlineGenerally most of the extant studies pertaining to social media environment have newlinefocused mainly on superficial analysis and demographic studies. The various newlinestudies have analysed the commercial and industry perspectives as white papers newlineand sponsored studies in business domain. The qualitative findings of this study newlinehave complimented the quantitative findings and the result has been shown by newlinetesting the proposed model in the model fit summary. newlineFurther the study has contributed in the research methodology field by developing newlineand validating the new variables with valid constructs. In Past, studies have newlinefocused merely on social media as a platform for youngsters to share, post, tag and newlinelike but the influence on purchase decisions have been rarely used. The present newlinestudy has deliberated to understand the social media communication in detail and newlineidentify the factors influencing the purchase intention of consumers. newlineIn addition to finding the influence of social media communication on consumers newlinedecision making the study signifies the importance of evangelist in influencing the newlineconsumers in final decision to purchase a car. Hence finally it is stated that social newlinemedia finds an impressive recognition towards influencing the consumers and newlinedriving their car purchasing decisions. The social media platform is an interesting newlineresearch setting that the study has attempted and the findings have been analysed newlinein detail to provide the results that can fill the existing research gap. newline