Samenvatting

The purpose of this research paper was to answer the central question: How can promotion of electric cars be improved on social media?

In order to answer this question desk and field research has been used. First, desk research has been conducted by analysing several articles and marketing books. Multiple theories have been studied such as the Engel, Kollat and Blackwell theory and the motivation-need theory of Maslow. These are combined which form a basis of the research. Second, field research has been conducted with a survey to learn about the current wants and needs of the target group.

Research has shown that the marketing strategy of the electric car industry needs to change. The target group needs to be divided in segments of people who do not follow car related topics online and people who do. Each group needs another strategy since they desire different features. Online advertisements are advisable on Instagram and YouTube since both groups are active on these platforms.

The survey concluded that respondents do not know electric cars yet. Additionally, the target group does not think about it since they use public transportation. Therefore, the electric car industry needs to create demand. Contrary to the survey results, research of Deloitte indicated that car-sharing is an upcoming trend. The industry can use this trend to further introduce to the target group in combination with the electric car.

Concluding this research, the electric car industry should take measures in their social media marketing strategy. The following steps are needed to promote electric cars. The industry needs to invest in advertisements on Instagram and YouTube. Next, two different advertisements must be created to reach the target groups. Plus, electric car-sharing needs to be introduced. Lastly, the industry needs to provide offline advertisements to attract even more consumers.