Social Media and Consumer Buying Decisions in the Indian Automobile Market

Abstract

The evolving dynamics of the Indian automobile market have intensified the consumerization of the industry and created new challenges for car manufacturers. Today, consumers no longer demand only a car as a product, but expect a comprehensive experience package that includes information, interaction, trust, service quality, and post-purchase engagement. In this context, social media has become a powerful platform not only for corporate marketing and promotion, but also for consumer research, comparison, opinion formation, and decision-making. The internet has become a dominant source of consumer-driven communication, where information, feedback, opinions, reviews, and sentiments spread rapidly and often influence consumers more effectively than traditional corporate messages. This paper examines the role of social media in consumer buying decisions in the Indian automobile market, with particular attention to passenger cars. The study is based on an exploratory empirical survey of 300 young adults who are educated, technologically active, smartphone users, and active participants in social media platforms. The findings show that social media influences consumer awareness, information search, evaluation of alternatives, attitude formation, and post-purchase communication. However, the final automobile purchase decision is still more likely to occur offline due to the high-involvement nature of automobile products. The study also identifies gender-based differences in internet use, trust in social media, and information-seeking behaviour. The article concludes that automobile companies in India should integrate traditional and digital media strategies, strengthen brand communities, improve online information quality, and use social media not only as a promotional channel but also as a consumer engagement and relationship-building tool.