Paper Details

Name: Raja Pavan Kumar Malladi, Velidhi Rohith, Abhinav Shanmukha Srinivasa Ramisetti, Kattiboiena Meghana & Kesavarapu Tejaswini
Country: India

Year: 2025
Volume: Volume-12, Issue-2 (July-December)
Page Number: 218-221
DOI: https://doi.org/10.5281/zenodo.17541687

ABSTRACT
The rise of digital marketing has significantly transformed how businesses in the automotive
service sector engage with customers. Among the various digital platforms, Instagram and
Facebook have emerged as dominant social media channels influencing consumer behavior
and brand engagement. This study aims to evaluate the effectiveness of Instagram and
Facebook promotions in enhancing customer awareness, engagement, and service purchase
intentions in the automotive service industry. The research draws upon digital marketing and
consumer engagement theories to examine factors such as content quality, advertisement
frequency, influencer marketing, and customer trust. A mixed-method approach combining
surveys and secondary data was used to analyze the impact of social media promotions on
brand visibility and service inquiries. The findings indicate that visual storytelling on
Instagram drives stronger emotional engagement, while Facebook promotions are more
effective in generating leads and conversions. The study concludes by offering managerial
implications for optimizing social media strategies to improve customer retention and brand
loyalty within the automotive service sector.
Keywords: Social Media Marketing; Instagram Promotions; Facebook Advertising;
Automotive Services; Consumer Engagement; Brand Awareness; Digital Marketing;
Influencer Strategy.