The Role of Online Reviews and Social Media in Vehicle Buying Decisions

A new vehicle stirs a tornado of emotions. People feel gratified when they purchase a new vehicle and their family multiplies this feeling. To ensure this gratification, buyers take certain precautions before purchasing it. 

Today at Humann, we will understand the consumer psychology that runs behind this purchase decision. This majorly covers the buying significance of Online Reviews available on certain websites and Social Media Channels.  

The depth of these reviews as well as their importance will be precisely uncovered in this blog. Let’s go! 

6 Latest Statistics on Vehicle Purchases

1. Over 85% of car buyers conduct online research before making a purchase [Source: Business Today, 2022]. This highlights the crucial role of digital channels in informing consumers.

2. Despite extensive online research, over 95% of car purchases still occur at dealerships [Source: Think with Google]. This indicates the importance of a strong physical presence for dealerships alongside their digital efforts.

3. While online research is dominant, some buyers still value traditional sources like asking friends and family (50%) and consulting written reviews (44%). 

4. Studies indicate that 63.3% of respondents reported social media and digital media as the most influential factors in choosing a car brand and model [Source: IAEME, 2023].

5. 27.7% of respondents reported using social media platforms to learn about car features and make purchase decisions. 

6. 21% of respondents reported being influenced by social media advertisements, indicating that targeted advertising on these platforms can reach potential car buyers. 

Now it is time to have a look at some examples from the real world that will showcase the exact strategies implemented by these automotive brands. Did you know about our blog on Tips to Balance Parenting and Technology in 2024

Successful Social Media Marketing Campaigns in the Automobile Industry (2023-2024)

The automotive industry continues to leverage the power of social media to connect with potential customers and build brand awareness. Here are some recent examples (from 2023-2024) showcasing diverse and effective strategies:

1. Nissan: "#Fans" Campaign (September 2023)

Motive: To promote its innovative high-beam assist technology designed to improve road safety, Nissan partnered with Japanese artists to create traditional Uchiwa fans depicting the technology in action.

Platform: Primarily Twitter and Instagram, with amplification on other platforms.

Impact: Generated positive media coverage, resonated with the Japanese audience through cultural connection and highlighted the safety features of Nissan vehicles.

 

2. BMW: Capturing the TikTok Audience (August 2023)

Motive: Recognizing the growing popularity of TikTok, especially among younger audiences, BMW launched a campaign on the platform showcasing the driving experience and features of the new BMW X1.

Platform: TikTok.

Impact: The campaign video, featuring a visually appealing and fast-paced format, garnered millions of views and increased brand awareness among a younger demographic.

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3. Hyundai: #WhatsYourHolidayDrive? (December 2023)

Motive: During the holiday season, Hyundai encouraged users to share their holiday road trip stories and experiences on social media using the hashtag #WhatsYourHolidayDrive.

Platform: Instagram and Facebook.

Impact: The campaign fostered a sense of community and user-generated content, showcasing the role of Hyundai vehicles in holiday traditions and creating a positive brand association.

 

4. Kia: "The EV6 Experiment" (January 2024)

Motive: To highlight the capabilities of its electric vehicle, the Kia EV6, the brand partnered with influencers and media personalities to put the car through a series of challenges and adventures, documenting the experience on social media.

Platform: YouTube, with content shared across other social media platforms.

Impact: The campaign generated engaging content, showcased the real-world performance of the EV6, and reached a broad audience through influencer partnerships.

 

5. Volkswagen: "ID. Life" Campaign (February 2024)

Motive: To generate buzz and excitement for its upcoming electric vehicle, the ID. Volkswagen launched a social media campaign using augmented reality filters on Instagram and Facebook, allowing users to virtually experience the car's features.

Platform: Instagram and Facebook.

Impact: The interactive campaign sparked user engagement, created a sense of anticipation for the new vehicle launch, and effectively utilized emerging technologies to reach potential customers.

These cases showcase the innovative and dynamic nature of social media marketing in the automotive industry. By understanding their target audience, embracing new platforms, and creating engaging content, brands can leverage the power of social media to achieve their marketing objectives. Also Read: Impact of Consumer Preferences on the Global Automobile Industry

How to encourage positive reviews and manage negative feedback

1. Deliver an exceptional customer experience: This is the foundation for positive reviews. Ensure your products or services are of high quality, and provide excellent customer service throughout the entire customer journey.

2. Actively request reviews: Don't be shy about asking for feedback. Send polite follow-up emails or SMS messages after a purchase or interaction, thanking customers for their business and gently reminding them to leave a review.

3. Make the review process easy: Streamline the review process by providing clear instructions and easy-to-access links to review platforms directly from your website or app.

4. Incentivize reviews (ethically): Consider offering small rewards, like discounts or entries into contests, for leaving reviews. However, be cautious not to incentivize in ways that compromise the integrity of the reviews.

5. Showcase positive reviews: Publish positive reviews on your website, social media platforms, and marketing materials. This demonstrates transparency and builds trust with potential customers.

Managing Negative Feedback

1. Respond promptly and professionally: Address negative reviews within a reasonable timeframe, ideally within 48 hours. Acknowledge the customer's concerns, apologize for any inconvenience caused, and offer a solution or explanation.

2. Take the conversation offline: If the issue is complex or requires further discussion, offer to move the conversation to a more private channel like email or phone.

3. Learn from the feedback: Use negative feedback as an opportunity to identify areas for improvement. Analyze the feedback and implement changes to address recurring issues and prevent similar problems in the future.

4. Don't get defensive: Avoid arguing with the customer or making excuses. Stay professional and focus on resolving the issue.

5. Monitor your online presence: Regularly check review platforms and social media mentions for any negative feedback. This allows you to address concerns promptly and demonstrate your commitment to customer satisfaction.

Remember, both positive and negative reviews are valuable for your brand. By actively encouraging positive reviews and managing negative feedback professionally, you can build a strong online reputation and foster trust with potential customers.

We hope that this blog gives you the necessary insights into the role of online reviews. Got anything to add? Type it in the comments and start a productive convo! 

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