Impact of Social Media Marketing & Factors Influencing Passionate Desire to Purchase in The Automotive Industry

Abstract

The objective of the current study was to determine the impact of social media marketing & factors brand’s perceived value, brand coolness, brand image and brand prestige influencing the passionate desire to purchase the brand particularly Honda vehicle selected for this study. Therefore, brand coolness helps the users to build their intentions to purchase a brand. Brand image and brand prestige further reinforce this passion. Increased sale of automobile luxury cars like Honda and Toyota reflects the perceived value of buyers. Moreover, this is indicative of a certain kind of passionate developed among buyers to buy the luxury car of their choice. This may be attributed to certain features whose effects develop cool brands characterized as extraordinary, artistically appealing, lively, high caliber, rebellious, iconic, popular and authentic which is the sole desire of marketing. This contextual progression takes the most brands to become cool at first stage to a minor niche; the point of gaining popularity and originality later to become iconic. The contribution made by the study was to comprehend the factors that influence the purchase of their desired brand.