Social media and relationship marketing strategies of Malaysian car brands

Abstract

Objectives: This paper aimed to provide an overview of social media marketing strategies used by Malaysian car brands and analysis of their success. Method: Data collected through content analysis method to the top 10 Malaysian car brands’ website and their Facebook platform. Findings: This study found that all brands have at least two social media presence and Facebook is the most popular platform among others. It indicated that the Malaysian car brands have begun to fully embrace the enormous benefits that social media offers. Furthermore, marketing strategies adopted by Malaysian car a brand in Facebook is congruent with the motive of the customer engages with them in social media. For this reason, this study suggests that most of them succeed in social media marketing campaign. Contribution/Value: Literatures related to social media is still limited, thus the finding of this study contributes to the knowledge and provides an insight to the Automotive Industry practitioners on their current practices and performances. We end this paper with limitations and suggestions for future research.