Published Paper Details:

The present study explores the digital marketing strategies in the B2C automobile industry concerning the possible influences on purchasing decisions. As the automotive market continues its evolutionary journey, understanding consumer behaviour and the role of digital channels therein has become a very critical requirement for marketers and stakeholders alike. This study seeks to establish the degree by which a multi-digit marketing strategy, for example, social media advertising, online review, and e-mail marketing, impacts the decision-making of car buyer. This study used a mixed-methods approach in which the survey part put emphasis on quantitative data sets initially, then qualitative analysis through the consumers' interviews on the mentioned phenomenon. This research study's findings have provided insightful outcomes regarding changes within the automobile industry and increased the relevance of digital touch points for the customer journey. Digital marketing not only impacts brand awareness and consideration but also plays an essential role in the final purchasing decision stage, when information on the web and through social proof becomes increasingly important in the consumer's decision-making process. Such factors require detailed analysis so that the keys of successful techniques in digital marketing, for the automobile sector, can be found out those keys may also be the message personalization, mobile optimizations, coordination between online marketing, and other offline marketing practices. That insight can guide automobile manufacturers and dealerships in making more targeted and impactful digital campaigns that improve customer engagement and push out sales.