How the Conversations in Social Media Concern in Sales in the Automobile Industry in Spain
Automobile Industry has great importance in the
Spanish economy (8,7 % of the active Spanish population is
employed in this sector).The above mentioned sector has been one of
the principal sectors affected by the current economic crisis,
consistently, the budgets in advertising have been severely limited
(46,9 % less in the period of reference), these needs of reduction
have originated a substantial change in the advertising strategy (from
2007 the increase of the advertising investment in Internet is 251,6
%), and increase profitability. The growing use of social media by
consumers therefore makes online consumer conversations an
attractive additional format for Automobile firms to promote
products at a lower cost. This research analyzes the relation between
the activity in Social Media and the design in the car industry,
looking for relations between strategies of design based on Social
Media and sales and a channel of information for companies to know
what the consumer preferences. For this ongoing research we used a
longitudinal withdrawal of information has been used using
information of panel. Managerial and research implications of the
finding are discussed.
[1] Y .Lung,. (2004). The changing geography of the european automobile
system. International Journal of automotive, September 27, p.p.137-165.
[2] S. Evenett, B. Hoekman, & O. Cattaneo, (2009). Effective Crisis
Response and Openness: Implications for the Trading System.
Washington D.C.: The International Bank of Reconstruction and
Development.
[3] G. Kulkarni, B. Ratchford, & P. Kannan (2012). The Impact of Online
and Offline Information Sources on Aumobile Choice Behavior. Journal
of Interactive Marketing 26, p.p.167-175.
[4] B. Ratchford, L., L. M., & T., T. D. (2003). The Impact of the Internet
on Information Search for Automobiles. Journal of Marketing Research ,
May, 193-209.
[5] B. Ratchford, M. Lee, & D. Talukdar. (2007). The Impact of the Internet
on Consumers Use of Information Sources for Automobiles: A Re-
Inquiry. Journal of Consumer Research, June, 111-9.
[6] G. Fitzsimons, & D. Lehmann (2004). Reactance to Recomendations:
When Unsolicited Advice Yields Contrary Responses. Marketing
Science, 23, 1 Winter, p.p.82-94.
[7] J. Arndt (1967). Role of Product-related Conversations in Diffusion of a
New Product. Journal of Marketing Research, 4,3, 291-5.
[8] J. Feng, & P. Purushottam (2012). Is Online Word of Mouth Higher for
New Models or Redesigns? An Investigation of the Automobile
Industry. Journal of Interactive Marketing 26, p.p.92-101.
[9] G. Kulkarni, B. Ratchford, & P. Kannan. (2012). The Impact of Online
and Offline Information Sources on Aumobile Choice Behavior. Journal
of Interactive Marketing 26, p.p.167-175.
[10] M. M. ROSNER (1968). Economics Dtereminants of Organizational
Innovation. Administrative Science Quarterly, 614-25.
[11] Booz and Co (2009), "Profits Down, Spending Steady: The Global
Innovation 1000", Strategy+Business, 57 (Winter), www.strategybusiness.
com/article/09404a.
[12] P. Ackel (2005). Factor Affecting Sales of the Automotive Industry in
Europe. Nottingham: Grin.
[13] FESVIAL. (Diciembre de 2009). www.fesvial.es. Recuperado el 10 de
Enero de 2013, de
http://www.fesvial.es/fileadmin/estudios/ESTUDIO_CONDUCTORES_
Y_LA_CONDUCCION_EFICIENTE_Y_ECOLOGICA.pdf
[14] ANFAC: Asociaci├│n Espa├▒ola de Fabricantes y Camiones (Spanish
Association of Manufacturers and Trucks)
[1] Y .Lung,. (2004). The changing geography of the european automobile
system. International Journal of automotive, September 27, p.p.137-165.
[2] S. Evenett, B. Hoekman, & O. Cattaneo, (2009). Effective Crisis
Response and Openness: Implications for the Trading System.
Washington D.C.: The International Bank of Reconstruction and
Development.
[3] G. Kulkarni, B. Ratchford, & P. Kannan (2012). The Impact of Online
and Offline Information Sources on Aumobile Choice Behavior. Journal
of Interactive Marketing 26, p.p.167-175.
[4] B. Ratchford, L., L. M., & T., T. D. (2003). The Impact of the Internet
on Information Search for Automobiles. Journal of Marketing Research ,
May, 193-209.
[5] B. Ratchford, M. Lee, & D. Talukdar. (2007). The Impact of the Internet
on Consumers Use of Information Sources for Automobiles: A Re-
Inquiry. Journal of Consumer Research, June, 111-9.
[6] G. Fitzsimons, & D. Lehmann (2004). Reactance to Recomendations:
When Unsolicited Advice Yields Contrary Responses. Marketing
Science, 23, 1 Winter, p.p.82-94.
[7] J. Arndt (1967). Role of Product-related Conversations in Diffusion of a
New Product. Journal of Marketing Research, 4,3, 291-5.
[8] J. Feng, & P. Purushottam (2012). Is Online Word of Mouth Higher for
New Models or Redesigns? An Investigation of the Automobile
Industry. Journal of Interactive Marketing 26, p.p.92-101.
[9] G. Kulkarni, B. Ratchford, & P. Kannan. (2012). The Impact of Online
and Offline Information Sources on Aumobile Choice Behavior. Journal
of Interactive Marketing 26, p.p.167-175.
[10] M. M. ROSNER (1968). Economics Dtereminants of Organizational
Innovation. Administrative Science Quarterly, 614-25.
[11] Booz and Co (2009), "Profits Down, Spending Steady: The Global
Innovation 1000", Strategy+Business, 57 (Winter), www.strategybusiness.
com/article/09404a.
[12] P. Ackel (2005). Factor Affecting Sales of the Automotive Industry in
Europe. Nottingham: Grin.
[13] FESVIAL. (Diciembre de 2009). www.fesvial.es. Recuperado el 10 de
Enero de 2013, de
http://www.fesvial.es/fileadmin/estudios/ESTUDIO_CONDUCTORES_
Y_LA_CONDUCCION_EFICIENTE_Y_ECOLOGICA.pdf
[14] ANFAC: Asociaci├│n Espa├▒ola de Fabricantes y Camiones (Spanish
Association of Manufacturers and Trucks)
@article{"International Journal of Business, Human and Social Sciences:49975", author = "González Carreño G. and Rejas Muslera Rj. and Padilla Fernández-Vega J. and Cepeda González M. I.", title = "How the Conversations in Social Media Concern in Sales in the Automobile Industry in Spain", abstract = "Automobile Industry has great importance in the
Spanish economy (8,7 % of the active Spanish population is
employed in this sector).The above mentioned sector has been one of
the principal sectors affected by the current economic crisis,
consistently, the budgets in advertising have been severely limited
(46,9 % less in the period of reference), these needs of reduction
have originated a substantial change in the advertising strategy (from
2007 the increase of the advertising investment in Internet is 251,6
%), and increase profitability. The growing use of social media by
consumers therefore makes online consumer conversations an
attractive additional format for Automobile firms to promote
products at a lower cost. This research analyzes the relation between
the activity in Social Media and the design in the car industry,
looking for relations between strategies of design based on Social
Media and sales and a channel of information for companies to know
what the consumer preferences. For this ongoing research we used a
longitudinal withdrawal of information has been used using
information of panel. Managerial and research implications of the
finding are discussed.", keywords = "Automobile Industry, Design, Economics Crisis,
Innovation, Internet, Social Media.", volume = "7", number = "3", pages = "547-5", }