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The impact of online marketing communication on offline sales: Evidence from a new energy vehicle brand

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  • Zhao, Lujie
  • Liu, Cheng
  • Zhu, Yufei

Abstract

This study examines the effect of online marketing communication on offline sales using 2023 sales data from a new energy vehicle brand. The results show that online marketing communication significantly increases the likelihood of consumers purchasing vehicles compared to offline methods. Among online channels, owned media exert the strongest positive influence, followed by vertical media, while social media has a relatively weaker effect. Furthermore, online marketing communication tends to lengthen consumers’ purchase decision timelines, with vertical media associated with the longest decision durations and social media with the shortest. Regarding consumer satisfaction with the vehicle purchase service process, online communication outperforms offline, with social media generating the highest satisfaction levels, followed by owned media, and vertical media ranking lowest. Further analysis reveals that the aforementioned conclusions exhibit significant heterogeneity across regions characterized by varying levels of market competition. These findings offer novel insights into the pivotal role of online marketing communication in the automotive sector and provide empirical support for firms to craft effective integrated marketing strategies.

Suggested Citation

  • Zhao, Lujie & Liu, Cheng & Zhu, Yufei, 2025. "The impact of online marketing communication on offline sales: Evidence from a new energy vehicle brand," Finance Research Letters, Elsevier, vol. 86(PD).
    • Handle: RePEc:eee:finlet:v:86:y:2025:i:pd:s1544612325018513
    DOI: 10.1016/j.frl.2025.108597
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