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Permanent URI for this collectionhttps://drepo.sdl.edu.sa/handle/20.500.14154/9649

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Managing Loyalty in The Automotive Industry: The Impact of Social Media on the Purchase Cycle
(Saudi Digital Library, 2015) Mahfooz, Lugeen Mohemmed; Gašparík, Jozef
This study examines the impact of social networks on brand loyalty when consumers are considering purchasing a new road vehicle, and how social networks influence the processes of purchase and consumers’ attitudes and perceptions towards the brand. The process of purchasing a new car has changed with the widespread use of social media, which has begun to influence purchase intentions, so that the sale cycle of the automotive industry is evolving. The findings of this study suggest that the perceptions of friends and families discussed on social media networks have become more influential for potential consumers when compared to traditional forms of commercial marketing, so that person-to-person marketing has become an important new phenomenon that needs to be recognised by vehicle manufacturers and dealers. Dean (2013) argues that the purchase intentions of potential consumers can influence what type of car and where they would purchase this from, so that marketing needs to be a mix of strategies where social media is a central element. This thesis intends to investigate how the automotive industry manages the concept of customer loyalty, which should fill a gap in knowledge for this industry and present better understanding. The research will also focus on the market in Jeddah, Saudi Arabia to reveal the influence of loyalty and advocacy and how these could be maximised, as well as analyse social media strategies that have been successful. The expected results of this study should demonstrate the importance of social media for vehicle manufacturers and dealers and its influence on the process of consumers’ purchasing intentions. The researcher believes that the findings of this thesis should provide valuable guidance for car dealers in Saudi Arabia to adopt a better model for the sale cycle that will be more effective in achieving improved sales of vehicles.
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