The Impact of Video Marketing on Social Media Platforms on the Millennial's Purchasing Intention toward Electric Vehicles
Journal Title: Journal of Economics, Finance and Management Studies - Year 2022, Vol 5, Issue 12
Abstract
Thailand’s market for electronic vehicles has experienced a tremendous growth especially with the rising number of environmentally conscious consumers, as well as the innovation-driven automobile industry of Thailand. On a global scale, it can be, however, seen that – a majority of the market; i.e., over 60% of the market is controlled by a handful number of brands. Therefore, there has been an extremely fierce competition between these brands in innovating and manufacturing automotive vehicles. Therefore, it would be beneficial to the marketers of E.V. on what factors of marketing can improve the demand for E.V. The purpose of this research is investigating the role of video marketing on the millennial’s intention to purchase electric vehicles. A quantitative approach was employed in this research, that attempted to test the impact of perceived usefulness and the playfulness of video on attitude towards brands and the consumers intention to purchase E.V. in Thailand. The study analysed 292 data points using Stata. It focused on the attitudes toward electric cars and the intention to buy one. It also looked into the various factors that influence the purchase decision of an electric vehicle. The study revealed that there is a significant correlation between the attitudes toward electric cars and the intention to buy one (p-value < 0.05). The study also revealed that the use of short-video commercials has a significant influence on the attitudes toward electric cars and the intention to buy one (p-value < 0.05), and that the purchase intention of an electric vehicle is strongly correlated with the attitude toward EVs (0.7256).
Authors and Affiliations
Dr. Phunpiti Bhovichitra,Akash Shrestha
Keywords
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- EP ID EP726633
- DOI 10.47191/jefms/v5-i12-33
- Views 69
- Downloads 0
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