[31] CONSUMER RESPONSE TO ZERO-CLICK MARKETING AND ITS INFLUENCE ON BUYING BEHAVIOUR: A STUDY OF ELECTRIC VEHICLE CONSUMERS IN AYODHYA

How to Cite the Article: Nimish Mishra & Ravindra Bharadwaj (2026). Consumer Response to Zero-Click Marketing and Its Influence on Buying Behaviour: A Study of Electric Vehicle Consumers in Ayodhya. International Journal of Multidisciplinary Research & Reviews, 5(6),399- 413. https://doi.org/10.56815/ijmrr.v5i6.2026.399-413

Abstract

The rapid growth of artificial intelligence (AI) and digital search technologies has transformed the way consumer’s access product-related information. Zero-click marketing has emerged as a new digital marketing approach that provides consumers with relevant information directly through search engine results without requiring them to visit a website. This study examines the relationship between consumer response to zero-click marketing and buying behaviour among electric vehicle consumers. The study also investigates the impact of consumer response to zero-click marketing on buying behaviour. A quantitative research approach was
adopted using a descriptive and analytical research design. Primary data were collected from 300 electric vehicle consumers in Ayodhya through a structured questionnaire based on a five-point Likert scale. Convenience sampling was employed to select the respondents. The collected data were analysed using IBM SPSS Statistics 26. Descriptive statistics were used to summarise the respondents' demographic characteristics, while Pearson Correlation Analysis and Simple Linear Regression Analysis were applied to test the proposed hypotheses. The findings revealed a strong positive relationship between consumer response to zero-click marketing and buying behaviour (r=0.734, p<0.001). The regression analysis further indicated that consumer response to zero-click marketing has a significant positive impact on buying behaviour (β =0.734, p <0.005), explaining 53.9% of the variance in buying behaviour. These results suggest that consumers who perceive zero-click marketing as useful, reliable, and informative are more likely to exhibit favourable buying behaviour towards electric vehicles. The study contributes to the growing literature on digital marketing by providing empirical evidence on the role of zero-click marketing in influencing consumer buying behaviour. The findings offer practical implications for electric vehicle manufacturers, digital marketers, and policymakers in developing effective AI-driven digital communication strategies that enhance consumer engagement and support informed purchase decisions.