The effect of interactive marketing on consumer engagement in the automotive sector

Abstract

Interactive marketing has emerged as a dynamic approach in the automotive sector, transforming how companies engage with consumers. This review paper explores the impact of interactive marketing on consumer engagement, focusing on the automotive industry. By analyzing various strategies such as social media campaigns, personalized marketing, gamification, and augmented reality, the paper examines how these techniques foster deeper relationships with consumers, leading to higher brand loyalty and improved customer retention. The review also highlights the challenges and future directions for interactive marketing in this sector.