Social Media Marketing Strategies in the Electric Vehicle Industry
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Journal Title
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Volume Title
School of Business |
Bachelor's thesis
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Authors
Date
2023
Department
Major/Subject
Mcode
Degree programme
(Mikkeli) Bachelor’s Program in International Business
Language
en
Pages
41 + 8
Series
Abstract
Objectives The main objective of this study was to understand the effectiveness of passive social media marketing strategies utilized by Tesla and how different variables such as customer engagement, product satisfaction, company trust, electronic word-of-mouth and customer loyalty affect customer purchase intention of Tesla vehicles. Summary Tesla owners were surveyed with questions and scales adapted from established research papers. A quantitative approach was utilized to compare whether hypotheses based on existing literature correlated with the results gathered from the survey focusing on consumers’ attitudes towards Tesla and its products and actions. Conclusions The results showed that Tesla’s social media strategies positively affected customer purchase intention. The research found that customer engagement, product satisfaction and company trust had a positive correlation with positive eWOM and customer loyalty. These two factors positively affected customer purchase intention.Description
Thesis advisor
Mota, MarcioKeywords
social media, advertising, marketing, Tesla, eWOM, customer loyalty, purchase Intention, company trust