Relationship between Social Network Credibility and Online Purchase Intention for Automobile Market in Egypt

Abstract

Abstract. The wide popularity of the internet has influenced people to use it on regular basis in order to gain information about cars for purchasing purposes. It is hoped that this research will promote car sales in Egypt by studying the impact of trusting internet social networks such as Facebook on the car brand image to users. It also aims to advise the automobile market industry to better shape its internet online marketing strategies by determining the characteristics of the Egyptian online car buyers, which would be helpful in developing better online marketing strategies. The leading Egyptian automobile websites are studied also for comparison, especially regarding usage of internet social networks in car business. A customized questionnaire, with a total sample of 274 and 5 interviews have been made for this purpose. The research paper performs empirical analysis and uses hypothesis testing to obtain the required results. Validity analysis was used for the credibility factor (Reputed credibility) and reliability analysis with a score of 0.5.

Keywords. Social Networks, Automobile Industry, Trust.

JEL. M00, M31, M30.