Decoding Customer Concerns about Embracing Electric Cars in India: Analysis of Audience Sentiments on YouTube Autovlogs

P. Vinish; Prakash Pinto

doi:10.34293/sijash.v11i2.6505

P. Vinish Associate Professor, Department of Management Studies, Dayananda Sagar College of Arts, Science and Commerce, Bengaluru, Karnataka, India https://orcid.org/0000-0002-5009-3343
Prakash Pinto Professor and Dean, Department of Business Administration, St. Joseph Engineering College, Mangaluru, Karnataka, India https://orcid.org/0000-0001-8168-9679

DOI: https://doi.org/10.34293/sijash.v11i2.6505

Keywords: Electric Vehicle, YouTube Channel, Autovlog, YouTube Comments, Audience, Social Media, Influencer Marketing

Abstract

The issue of climate change presents a global challenge, with transportation contributing significantly to carbon emissions. Transitioning to electric vehicles (EVs) is a crucial solution for emission mitigation. In India, initiatives like the Faster Adoption and Manufacturing of Hybrid and Electric Vehicles (FAME II) aim to achieve a substantial market share of EVs by 2030. While the electric two-wheeler market has seen success, larger vehicle adoption faces economic and charging infrastructure challenges. This study analyses audience comments on YouTube auto vlogs to understand customer concerns about EV adoption in India. The analysis of 1598 comments reveals apprehensions regarding range, charging infrastructure, and battery life. Negative sentiments encompass high costs, battery reliability, resale value, and limited service centres, while positive sentiments express interest in EVs for their environmental benefits, cost-efficiency, advanced technology, and government incentives. The research highlights consumer scepticism alongside an optimistic group seeing EVs as the future of the automotive industry in India.