Leveraging social media platforms to boost sales promotion effectiveness in the electric two-wheeler market

The rapid expansion of digital technology and social media platforms has transformed promotional strategies in the automobile industry, particularly in the electric vehicle segment. The present study titled “Leveraging Social Media Platforms to Boost Sales Promotion Effectiveness in the Electric Two-Wheeler Market” examined the influence of social media promotional strategies on consumer awareness, purchase intention, buying decisions, trust, and conversion rates. The study was conducted in selected districts of Karnataka, namely Bangalore South District, Mandya, and Mysore, using a descriptive and analytical research design. Primary data were collected from 200 respondents through a structured questionnaire based on a five-point Likert scale. Statistical tools such as Percentage Analysis, Correlation, and Simple and Multiple Linear Regression were applied using SPSS software to test the formulated hypotheses. The findings revealed that social media promotional strategies significantly enhanced consumer awareness (R² = 0.465). Social media engagement showed a strong positive relationship with purchase intention (r = 0.721, R² = 0.520). Sales promotion tools such as discounts and limited-time offer significantly influenced buying decisions (R² = 0.584), while influencer marketing and user-generated content demonstrated the highest impact on consumer trust and conversion intention (R² = 0.623). The study concluded that social media serves as a powerful strategic tool in accelerating sales and strengthening competitive positioning in the electric two-wheeler market. The findings provide valuable insights for marketers, EV companies, and policymakers in designing effective digital promotional strategies to promote sustainable mobility.