Impact of Social Media Advertising on Consumer Buying Behaviour in the Four-Wheeler Industry

Shameera Awla; Dr. S G Balaji

doi:10.5281/zenodo.23311026

Authors

Shameera Awla Research Scholar, MEASI Institute of Management, (Affiliated to University of Madras), Chennai-14
Dr. S G Balaji Associate Professor & Research Supervisor, MEASI Institute of Management, (Affiliated to University of Madras), Chennai-14.

DOI:

https://doi.org/10.5281/zenodo.23311026

Keywords:

Social Media Marketing, Consumer Buying Behaviour, Four-Wheeler Industry, Automobile Advertisements, Digital Marketing, Purchase Intention, Brand Awareness

Abstract

This study examines the influence of social media advertising on consumer buying behaviour in the four-wheeler industry. The research focuses on how digital platforms such as Instagram, YouTube, Facebook, and influencer marketing affect consumer awareness, brand preference, purchase intention, and decision-making. Primary data were collected from 112 respondents using a structured questionnaire and analyzed using percentage analysis, ANOVA, and regression methods. The findings reveal that social media advertisements significantly influence customer perceptions and buying behaviour, especially through video ads, targeted advertisements, influencer endorsements, and promotional offers. The study concludes that social media has become an essential marketing tool in the automobile sector and strongly affects consumer purchase decisions.