Leonie Bulman's recent articles
Car owners recommend their models on review and purchase sites
Although the majority of car discussion from owners occurs in forums, when it comes to recommending a model to other consumers, this happens mostly on auto review and purchase sites.
- Car forums are secondary when it comes to recommendations: They are the top source of car owner discussion, but only 25% of recommendations occur in forums
- Review and trade sites are the key source of advocacy: 43% of recommendations happen on review and trade sites as car owners tell potential buyers which model they should choose
- Social networks are also more prominent for recommendations: This is because owners share pictures of their model on brand pages and recommending it to others in the community
Brands can use the information on these sites to understand more about how car owners may influence the purchase decisions of others.