Digital marketing : a study on Facebook usage by automotive brands

Abstract

Purpose: The purpose of this study is to explore the use of digital marketing through Facebook by automotive brands in Malta as part of the overall promotional strategy of such businesses. Design/ Methodology/ Approach: The study examines various literature on digital marketing and Facebook, and the various tactics available for businesses. Exploratory interviews were used to study the rational adopted by automotive brands and the use of Facebook as part of their marketing strategies and tactics. Primary research was conducted through semistructured interviews to gather data and compare with the existing literature. Findings: The results of this study highlight Facebook usage by various automotive brands in Malta. The study seeks to show the tactics used by the brands interviewed and the effectiveness of their current presence on the Facebook. Research Limitation/ Implication: The findings are a first attempt to evaluate how automotive brands interact with their fan base; the content provided to instigate engagement and how Facebook is instilled within each brand’s marketing strategies. Since brands have different car models targeted at different audiences, they may adopt different tactics to reach them and provide them with a personalised experience. Practical Implications: Scholars perceive Facebook as a platform were individuals share their stories, which brands a human element through the image they present, and aids to enhance communication between the business and the actual or potential customer. Facebook is an essential marketing tool, and provides brands with various benefits, such as instantaneous communication, greater customer reach, improved brand image and a means to gain a competitive advantage, which makes Facebook an essential marketing tool. Originality/ Value: Firms who wish to gain an effective online presence in Malta must delve into the thinking and understanding of the technicalities of Facebook to communicate with their target audience.