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
Related Articles
- EP ID EP726633
- DOI 10.47191/jefms/v5-i12-33
- Views 79
- Downloads 0
The Effect of Work Motivation and Self-Directed Learning on Employee Performance With Work-Life Balance as an Intervening Variable (A Study On Employees Of PT. Propernas Griya Utama)
The role of employees as the backbone of a company has evolved into an asset rather than a financial burden. This research focuses on PT Propernas Griya Utama, which experienced a decline in performance during the COVID-...
Profit Distribution Management and Determinant Factors: Empirical Study on Sharia Commercial Bank in Indonesia
Profit Distribution Management is critical for Islamic bank managers to ensure the banks they manage are sustainable. Profit Distribution Management will serve as the foundation for depositors' decision to invest in shar...
Performance of Village-Owned Enterprises and Achievement of Development Goals in Buleleng Bali
This research was conducted with the aim of knowing the financial performance of the Village Enterprises "Valli Karya Lestari" and the contribution of its performance to achieving the Sustainable Development Goals of Ben...
Managing the Process of Exporting Foreign Direct Investment (Using the Example of the Automotive Industry of Uzbekistan)
The article examines current trends in the development of foreign direct investment (FDI). It is noted that in the era of globalization, along with attracting FDI, an important condition for the development of the countr...
Random Forest-Based Analysis of Risk and Importance in Selected Macroeconomic Imbalance Procedure (MIP) Scoreboard Indicators: A New Perspective on CLIFS Relevance
The relevance of Macroeconomic Imbalance Procedure (MIP) Scoreboard indicators in predicting financial crisis risk is explored in this study, with particular attention paid to how they relate to the Country-Level Index o...