“The wide range of influencers with no discernible ‘leader’ demonstrates the extent to which consumers are constantly assessing their car purchases,” Mentuccia said.“Consumers are in a constant state of purchase evaluation, which is changing the traditional boundaries of marketing and customer loyalty. Through the sophisticated use of digital technology, automakers and dealers could better interact with their customers and have a stronger online influence in the buying process.”
(Graphic: Business Wire)
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