A Study on Social Media Advertising Influences on Car Purchases in the Kingdom of Bahrain

Authors : Alanood Jassim Alqahtani, MBA.

Volume/Issue : Volume 4 - 2019, Issue 1 - January

Google Scholar : https://goo.gl/DF9R4u

Scribd : https://goo.gl/vLzbFi

Thomson Reuters ResearcherID : https://goo.gl/KTXLC3

A lot of car companies have accepted the new methods of advertising through social media. The purpose of the study is to investigate the effects in the performance of the car companies that are advertising through the social media networks such as Facebook, Twitter, Instagram and Snapchat and how would that affect increase in sales and brand images. The present research is conducted through surveys that include the use of questionnaires, as a primary source of information relevant to the analysis. Respondents are the students from the College of Business and Management Sciences at AMA International University Bahrain. The data for the research gathered from 97 respondents through structured interview schedule. Statistical tools such as ANOVA, five points Likert scaling as well as Pearson Correlation and Standard Multiple Regression Analyses used for analyzing the collected information.The study analyses the obstacles and provides suggestions and recommendations from car buyers perception in solving the difficulties that employers face, while reaching their prospective customers with social media advertisement in the Kingdom of Bahrain.

Keywords : Social Media, Advertising, Brand Image, Car Purchase.


Paper Submission Last Date
30 - June - 2023

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