Purchase intention car brands

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The researchers also made a qualitative conversation analysis of this. This analysis shows that the largest part of these messages is about being on the road, going home, or going to work. In short: traffic jam tweets! Furthermore, there is relatively much talk about damage, problems or maintenance. So it is often not about the car itself, but more about the role that the car plays in the daily life of the consumer. There are certainly opportunities for this, such as automotive brands and service providers such as insurers.

I want a Ferrari!
The study also included a quantitative analysis of the topics people talk about when talking about cars and car brands. It turns out that only 5% of the conversations are about the actual purchase of a car. This data was combined with the brand names in the messages, which yields the following picture:


We could infer from this image that people have the highest purchase intention for Ferrari . However, I think this would be too simplistic. After all, everyone would love to drive a Ferrari F50 if they won the Staatsloterij. For the more exclusive brands such as Ferrari, BMW, Lamborghini and Mercedes, the purchase intention will therefore be more the uganda phone data desire and ambition to purchase the brand.

For brands like Audi, Volkswagen, Renault and Fiat it will more likely be an actual purchase intention. There is quite a difference if you tweet "I want to buy a Ferrari!" or "I'm thinking about buying the new Renault Clio". This also immediately shows the limitations of (con)text and sentiment analysis in social media research. A discussion that also flared up fiercely following my previous article about the top 100 Dutch brands on social media .

Conclusion: automotive + social = hot
The main conclusion of the research is that people like to talk a lot about cars and car brands on social media. For agencies and car marketers this data is valuable, because to a certain extent it can be an indication or yardstick for the introduction of new models or the determination of purchase intention. In any case, the research provides an interesting insight into the volume and sentiment of automotive brands on social media. This makes it a valuable addition to existing research, such as the Social Media Monitor and the Facebook Monitor . It is a pity that the research does not contain extensive data of the brands that were researched, in addition to the graphs and figures.