This Report covers consumers’ preferences towards different types of influencers in the automotive industry, their viewing platforms, frequencies and content they are interested in. This Report also discusses consumers’ interactive engagements with influencers and how influencers could impact consumers’ car purchasing consideration. By exploring the hidden reasons behind consumers’ likes and dislikes towards different types of influencers, the Report provides brands with new perspectives to build effective influencer marketing strategies.

Auto influencers are those who comment, promote or recommend automotive-related contents on social media, including but not limited to professional commentators, well-known celebrities and bloggers, corporate ambassadors, grassroots stars, and live streaming anchors.