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ISSN No:-2456-2165
Abstract:- A lot of car companies have accepted the new intention behind the topic selection is because a lot of car
methods of advertising through social media. The companies in the Kingdom of Bahrain rely on social media
purpose of the study is to investigate the effects in the advertisements for accomplishment and competitiveness.
performance of the car companies that are advertising Consequently, organizations in the Kingdom of Bahrain are
through the social media networks such as Facebook, working hard to improve their strategies in terms of
Twitter, Instagram and Snapchat and how would that motivating, evaluating and rewarding their customers.
affect increase in sales and brand images. The present
research is conducted through surveys that include the II. STATEMENT OF THE PROBLEM
use of questionnaires, as a primary source of information
relevant to the analysis. Respondents are the students The main problems raised at this research are the
from the College of Business and Management Sciences at following:
AMA International University Bahrain. The data for the Is there a significant relationship between purchase
research gathered from 97 respondents through intention of clients for cars using social media and brand
structured interview schedule. Statistical tools such as image?
ANOVA, five points Likert scaling as well as Pearson Is there a significant relationship between purchase
Correlation and Standard Multiple Regression Analyses intention of clients for cars using social media and social
used for analyzing the collected information.The study media advertising?
analyses the obstacles and provides suggestions and Is there a significant relationship between purchase
recommendations from car buyers perception in solving intention of clients for cars using social media and brand
the difficulties that employers face, while reaching their equity?
prospective customers with social media advertisement in
the Kingdom of Bahrain. III. HYPOTHESIS
Keywords:- Social Media, Advertising, Brand Image, Car H01: There is no significant relationship between
Purchase. purchase intention of clients for cars using social media
and brand image.
I. INTRODUCTION H02: There is no significant relationship between
purchase intention of clients for cars using social media
For every car dealer company it is challenging task to and social media advertising.
find out the new ways to increase the number of customers, H03: There is no significant relationship between
what it motivates them, especially because different people purchase intention of clients for cars using social media
are motivated by different things. Advancements in the and brand equity.
Internet and Web 2.0 technologies now allow car consumers
to access personally meaningful critiques not only from IV. RESEARCH AIMS/ OBJECTIVES
friends and relatives but from strangers (e.g. travel blogs,
which continue to grow in popularity). As an illustration, The aim of this study is to find out the direction of the
according to third quarter of 2017 TripAdvisor branded sites new media changes of advertising through the social media
are available in 49 markets, covering 7 million advertising and it effect on the car companies and services.
accommodations, restaurants and attractions and it had 570 Beside this, the research tries to find out these factors:
million reviews and opinions attracting over 455 million To recognize how web-based social networking
unique users each month (Tripadvisor, 2017). publicizing using social media can upgrade exchange
between auto organizations and clients by multi-way
Promotion in social media it has decreased a lot of the correspondence.
expenditures of the car companies, comparing to classical
To identify customer realization towards social media
ways of advertisements (Lipsman, 2017). The focus of the
advertising approach and relationship in order to develop
research is to explore and to study the influence of social
a brand image for car companies.
media advertisements especially Facebook and Instagram in
enhancing brand image of car companies. The strong
The table 2 analyses the model summary table that represents the R Square and adjusted R Square are 8.4% (.084) and -8.6% (-
.086), and these results account for only 8.4% of the variance in car purchase intention of clients using social media and that is very
little prediction since its near to zero.
The table 3 represents ANOVA analysis. Since significance is higher than 0.05, that is 0.938, we know that the value of R
Square is significantly almost zero that means that our independent variables (predictors) are not able to account for a significant
amount of variance in car purchase intention of clients using social media.
REFERENCES