Social Media Influence on Consumer Awareness of E-Bikes in NCR

This study investigates how social media activity (exposure, engagement, influencer endorsements, and user- generated content) affects consumer awareness of electric bicycles (e-bikes). Using a cross-sectional survey of urban consumers (n ≈ 400) and structural equation modeling (SEM), the paper tests how different dimensions of social media marketing influence awareness, perceived product knowledge, and interest in purchasing e-bikes. The study fills a gap by integrating social media metrics with consumer awareness constructs in the emerging e-bike market and offers actionable implications for manufacturers and policymakers seeking wider adoption. Key findings (expected) show that engagement and influencer credibility have the strongest direct effects on awareness, while informative content (spec sheets, demo videos) strengthens perceived knowledge and purchase interest.