Enhancing Promotional Strategies within Automotive Companies in Malaysia

Ali, Nazri; Gafar, Muhammad Hanif Abdul; Akbar, Jamaludin

doi:10.1016/s2212-5671(13)00230-x

Cited by 8 publications

(7 citation statements)

References 8 publications

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“…Digital marketing and relationship marketing can bring the marketers and consumers of automobiles closer to a more innovative transaction in cyberspace. According to (Ali Nor et al, 2013), webbased platforms, a component of the digital marketing strategy by the marketers of the automotive industries in Malaysia, helped consumers recall brands which led to purchase decisions. On the contrary, some consumers perceived that web-based marketing has its disadvantages as well.…”

Section: Research Problem Statementmentioning

confidence: 99%

“…The researchers discovered that all these factors positively correlated with consumers' purchase decisions, and digital marketing strategy also acted as a two-way communication tool to induce consumers' purchase decisions. Based on a study conducted by (Ali Nor et al, 2013), web-based platforms, an element of digital marketing strategy used in the automotive industries in Malaysia, found that it helped consumers recall brands which led to purchase decisions. On the contrary, some consumers perceived that web-based marketing has its disadvantages as well.…”

Section: Relationship Between Digital Marketing Strategy and Consumers' Purchase Decisionmentioning

confidence: 99%

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The Mediating Effect of Relationship Marketing Strategy Between Digital Marketing Strategy and Consumers’ Purchase Decisions in the Automotive Industry in Malaysia

Kanapathipillai¹,

Kumaran²

2022

EJMMS

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The intent of this research is to scrutinise the impact of digital marketing strategies applied by marketers in the automotive industry in Malaysia in aiding consumers to make purchase decisions. In reality, marketers know that digital marketing strategies alone will not lead to consumers’ purchase decisions because not all consumers can be motivated by digitalisation. Another significant factor in influencing consumers’ purchase decisions is relationship marketing strategies. Therefore, the interceding impact of relationship marketing strategy between digital marketing strategy and consumers’ purchase decisions was analysed in this study to support the research hypothesis. A total of 605 marketers employed in the automotive industry furnished the data for this study. Moreover, in-depth literature was reviewed to expose the association between digital marketing strategies, relationship marketing strategies, and consumers’ purchase decisions. The findings of this research indicated a statistically significant relationship between digital marketing strategy and relationship marketing strategy as well as consumers’ purchase decisions. Conclusively, the hypothesis is supported by data and illustrated that relationship marketing strategy statistically mediates the relationship between digital marketing strategy and consumers’ purchase decisions in the automotive industry in Malaysia. Furthermore, this research also proves that marketers who utilise all avenues of digital marketing strategies will be able to communicate and build a robust relationship with consumers, which leads to positive consumers’ purchase decisions. In conclusion, digital marketing strategies with the interceding relationship marketing strategies can influence consumers to make a favourable purchase decision that benefits marketers, consumers, and the automotive industry in Malaysia. JEL: M10; M30; M31; L62 Article visualizations:<img src="/-counters-/edu_01/0974/a.php" alt="Hit counter" />

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Section: Research Problem Statementmentioning

confidence: 99%

Section: Relationship Between Digital Marketing Strategy and Consumers' Purchase Decisionmentioning

confidence: 99%

The Mediating Effect of Relationship Marketing Strategy Between Digital Marketing Strategy and Consumers’ Purchase Decisions in the Automotive Industry in Malaysia

Kanapathipillai¹,

Kumaran²

2022

EJMMS

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“…The pressures have led automotive companies to look for an edge wherever they can find it (Lee and Govindan, 2014) and to restructure their business strategy (Habidin et al, 2015), especially with the increasing demand of cars in the automobile market, particularly in Malaysia (Lee and Govindan, 2014). In Malaysia, automaker like PROTON needs to update with new automotive business trends (Shatouri et al, 2013) and keep up with changing needs of consumers (Ali et al, 2013).…”

Section: The Purpose Of the Studymentioning

confidence: 99%

A review of global automotive industry’s competitive strategies

Nazir

Shavarebi

2019

WJSTSD

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Purpose The purpose of this paper is to study the latest global automotive industry’s competitive strategies comprehensively before being categorized into countries, automakers and other scholars. Design/methodology/approach In total, 54 most relevant articles have been chosen from various journals and databases between the years 2017 and 2018 with search items “Competitive” and “Automotive” for the most updated review. Based on findings, there are total 133 competitive strategies. Findings Based on the review and analysis of the literature, all of these three categories, countries, automakers and other scholars, are using new product development (NPD) as a competitive strategy. As a result, further research on NPD, specifically in the automotive industry area, is vital for industry’s competitiveness based on this study. Research limitations/implications Firms are advised to be ahead from the competitors in terms of business model or in their management in order to attain sustainability. However, to the authors’ best knowledge, there is no comprehensive review on competitive strategies for automotive globally by countries, automakers and other scholars. Practical implications The competitive strategies are reviewed comprehensively so that other than guiding the further research, they can help automakers, especially from developing countries, to improve the strategies suitable to the current trend. Social implications Automotive industry plays a key role in the day-to-day activity of human life by not only providing mobility but also having an enormous impact of the industry on economic, environmental and social activities throughout the globe. Originality/value Most of the articles reviewed related to certain country or comparison between the countries, and certain automaker or comparison between the automakers, but still no study about comprehensive review globally covered in the larger scope, divided into three categories; countries, automakers and other scholars even though the study is vital not only to academicians but also to practitioners.

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“…The pressures have led automotive companies to look for an edge wherever they can find it (Lee & Govindan, 2014) and restructure their business strategy (Habidin et al, 2015) especially with the increasing demand on cars in the automobile market particularly in Malaysia (Lee & Govindan, 2014). In Malaysia, automaker like PROTON needs to update with new automotive business trends (Shatouri et al, 2013) and keep up with the changing needs of consumers (Ali, Gafar & Akbar, 2013).…”

Section: The Purpose Of the Studymentioning

confidence: 99%

Challenges and Strategies of Malaysian Automotive: A Literature Review 2016-2018

Nazir

Shavarebi²

2019

JTMB

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With the increasing urbanization and the global population growth leads to high demand for mobility (Schüller et al., 2017). Global attention has been received by automobile industries in ASEAN for domestic and overseas competitiveness (Tai, 2016) lead to stiff global competition (Maarof & Mahmud, 2016). Due to strategically located in the center of ASEAN, Malaysia offers vast opportunities for global automotive and component manufacturers to set up manufacturing and distribution operations (

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Enhancing Promotional Strategies within Automotive Companies in Malaysia

Cited by 8 publications

References 8 publications

The Mediating Effect of Relationship Marketing Strategy Between Digital Marketing Strategy and Consumers’ Purchase Decisions in the Automotive Industry in Malaysia

The Mediating Effect of Relationship Marketing Strategy Between Digital Marketing Strategy and Consumers’ Purchase Decisions in the Automotive Industry in Malaysia

A review of global automotive industry’s competitive strategies

Challenges and Strategies of Malaysian Automotive: A Literature Review 2016-2018

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