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Role of social media in marketing strategies as a tool for engaging and retaining customers in automotive industry (car manufacturing companies). A comparative study

  • This research is aimed at analyzing social media patterns of consumers in Russia and in Germany, and social media strategy of automakers. The purpose of the paper is to observe social media presence of three major car manufacturing companies and see what the social media preferences of consumers are during purchasing journey. Furthermore, the results include comparison between Russia and Germany as well as social media best practices of automakers. For this, data was collected from a random sample of people in Russia and in Germany through online questionnaire. After that an analysis of secondary data on social media presence of automakers was done. A total of 650 people participated in the online questionnaire. The data was analyzed for each country and compared with each other. The results revealed that there are a lot of similarities in social media usage. However, existing differences are very drastic and needed to be considered by companies when it comes to establishing a social media strategy in a specific country. Furthermore, selected car manufacturing companies have a relatively strong social media presence but are different among each other with some gaps that can be improved.

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Author:Mariia Kozlova
Advisor:Christoph Mergard
Document Type:Master's Thesis
Year of Completion:2016
Granting Institution:Hochschule Furtwangen
Date of final exam:0016/02/29
Release Date:2016/07/19
Tag:Automotive Industry; Customer Experience; Customer Relationship Management CRM; Marketing Strategy; Social Media Marketing
Degree Program:IMM - International Management
Licence (German):License LogoUrheberrechtlich gesch├╝tzt