Digital marketing and brand awareness of automotive industry

Parthiv Prajapati

Bakalářská práce

Abstract:

The main objective of the bachelor thesis is to evaluate marketing strategies and growth in the automotive industry in Europe and India and to identify the most appropriate digital marketing strategy to increase brand awareness. The research was carried out within the automotive sector. This inquiry adopted an explanatory approach with a quantitative methodology, employing questionnaires disseminated within Facebook community groups affiliated with Maruti Suzuki, Hyundai, and Tata Motors. These selected brands play an active role in the automotive industry. The outcomes of this thesis revealed that digital marketing activities yield a favourable impact on both brand recognition and brand inclination. Among these activities, resonance and recommendation were identified as having the most significant overall influence. Moreover, the conclusions highlight that augmented brand recognition positively correlates with heightened brand inclination. This research's findings not only contribute to the expanding knowledge about the effects of digital marketing actions on automotive brand recognition and inclination, but also hold relevance for practitioners.

Keywords

Social Media Marketing, Online Communication, E‐Marketing, Decision Making Factors, Digital Advertisement, Brand Awareness, Social Networking

Jazyk práce: angličtina

Datum vytvoření / odevzdání či podání práce: 3. 12. 2024

Obhajoba závěrečné práce

• Obhajoba proběhla 5. 2. 2025
• Vedoucí: Ing. Kristýna Kučírková, MSc
• Oponent: Martina Jarkovská, Ph.D.

Česká zemědělská univerzita v Praze

Provozně ekonomická fakulta

Bakalářský studijní program:
Informatics