Modelling the Synergy of Digital Marketing and Advertising in Real Estate
DOI:
https://doi.org/10.24191/bej.v21i2.867Keywords:
Digital marketing strategies, real estate agencies, Effectiveness factors, model construction, real estate digitalisation, PLS-SEMAbstract
Digital marketing in real estate companies is a prominent trend due to superior network infrastructure and rising smartphone usage in Malaysia. Digital marketing increased during the Coronavirus Disease (COVID-19) pandemic because it decreased health hazards and improved public reach. This study examines real estate agency digital marketing components and their performance. Data was acquired using self-administered questionnaire delivered to Klang Valley real estate agents and negotiators. Frequency and PLS-SEM were used to identify relevant factors. The results indicate that Customer Engagement (C) and Value and Cost (V) components significantly affected real estate agency marketing. In contrast, Segmentation (S) and Longevity (L) were insignificant. The study introduces a relationship model for real estate agency digital marketing in Malaysia, which will improve its utilisation.
References
Al-Afifi, A. A. M., Yasmin, A., Tasneem, S., & Fatema, K. (2015). Effectiveness of Digital Marketing in the Challenging Age: An Empirical Study. International Journal of Management Science and Business Administration, 1(5), 69–80. https://doi.org/10.18775/IJMSBA.1849-5664-5419.2014.15.1006
Abu Bakar, N. A., & Yaacob, A. (2020). The Role of Service Digitalisation in Realty Business during Pandemic from the Perspective of Real Estate Agency in Klang Valley, Malaysia. International Journal of Real Estate Studies INTREST, 1, 9–16. https://doi.org/10.11113/intrest.v14nS1.59
Board of Valuers, Appraisers, Estate Agents, and Property Managers. (2020). Malaysian Estate Agency Standards Third Edition 2020 (p. 56). Board of Valuers, Appraisers, Estate Agents, and Property Managers.
Dumpe, M. (2015). Online Marketing Issues of Real Estate Companies: A Case of Latvia. Baltic Journal of Real Estate Economics and Construction Management, 3(1), 130–139. https://doi.org/10.1515/bjreecm-2015-0013
Hair, J., Hult, G. T. M., Ringle, C., & Sarstedt, M. (2017). A primer on partial least squares structural equation modeling (PLS-SEM) (Second). California: SAGE Publishing.
Jasimin, T. H., & Ali, H. M. (2015). Valuation of Green Commercial Office Building: A Preliminary Study of Malaysian Valuers. Insight. International Journal of Social, Behavioral, Educational, Economic, Business and Industrial Engineering, 9(8), 1156–1161. https://doi.org/10.5281/zenodo.1107531
Kamarulzaman, Y. (2011). A focus group study of consumer motivations for e-shopping: UK versus Malaysia. African Journal of Business Management, 5(16), 6778–6784. https://doi.org/10.5897/AJBM11.1135
Khiong, K. (2022). Impact and Challenges of Digital Marketing in Healthcare Industries during Digital Era and Covid-19 Pandemic. Journal of Industrial Engineering & Management Research, 3(5), 112–118. https://doi.org/10.7777/jiemar.v3i5.408
Kumar, A., Ramnarayan, Singh, A., Pandey, P., Sajwan, V., & Awasthi, M. (2023). Trend and success rate analysis of marketing platforms for startups. AIP Conference Proceedings, 2771(020053), 1–4. https://doi.org/10.1063/5.0152255
Low, S., Ullah, F., Shirowzhan, S., Sepasgozar, S. M. E., & Lee, C. L. (2020). Smart digital marketing capabilities for sustainable property development: A case of Malaysia. Sustainability, 12(13), 5402. https://doi.org/10.3390/su12135402
Majid, M., Ramli, M. F., Badyalina, B., Roslan, A., Che Mohd Hashim, A. J., & Mohd Nadzri, W. N. (2023). Consumer Purchase Decision in the Malaysian Retail Market: A Study of RM2 Stores. International Journal of Management Studies, 30(1), 93–120. https://doi.org/10.32890/ijms2023.30.1.4
Mandal, P. (2017). Understanding Digital Marketing Strategy. International Journal of Scientific Research and Management, 5, 5428-5431. https://doi.org/10.18535/ijsrm/v5i6.11
Matidza, I., Ping, T., & Nyasulu, C. (2020). Use of digital marketing in estate agency industry in Malawi. E-Learning and Digital Media, 17(3), 253–270. https://doi.org/10.1177/2042753020909210
Md Noor, N. S., & Omar, H. H. (2015). The Relationship Marketing as a Determinant of Customer Satisfaction in Islamic Banking Services Management. International Journal of Management Studies, 22(1), 1–22. https://doi.org/10.32890/ijms.22.1.2015.10415
Ndung’u, E. N., Kinyanjui, W. N., & Abayo, R. (2020). Effects of Type and Rate of Usage of Social Network Marketing on Sales Performance. Journal of Interactive Marketing, 10(1), 1–13. Retrieved from: https://www.iajournals.org/articles/iajhrba_v3_i8_143_158.pdf
Nouri, B. A., Sanayei, A., Fathi, S., Kazemi, A., & Soltani, M. (2016). Designing a Model for the Relationship Between Marketing Activities and Organization Performance: Meta-Analysis on the Moderating Role of Research Topic Characteristics. International Journal of Management Studies, 23(2), 1–26. https://doi.org/10.32890/ijms.23.2.2016.10468
Masis, N. N. S., Adi Maimun, N. H., Mat Noor, N. A., Mohd. Yusoff, N. S., & Abdul Rahman, M.S. (2017). E-Commerce In the Malaysian Real Estate Agency Industry. International Journal of Real Estate Studies, 11(5), 33-41. Retrieved from: http://eprints.utm.my/80500/
Oluwatofunmi, A. D., & Amietsenwu, B. V. (2019). Relationship Between Digital Emotional Intelligence and Performance of Real Estate Digital Marketing in Nigeria. International Journal of Psychology and Cognitive Science, 5(2), 70–78. Retrieved from: http://article.aascit.org/file/pdf/9290823.pdf
Patrutiu-Baltes, L. (2016). Inbound Marketing - the most important digital marketing strategy. Bulletin of the Transilvania University of Braşov. Economics Sciences, 9(2), 61–68. Retrieved from: https://www.proquest.com/docview/1881686958?sourcetype=Scholarly%20Journals
Sihare, S. R. (2017). Image-based Digital Marketing. International Journal of Information Engineering and Electronic Business, 9(5), 10–17. https://doi.org/10.5815/ijieeb.2017.05.02
Tomasik, K., & Marona, B. (2023). Analysis of Marketing Tools Used by Real Estate Development Companies Using Secret Client Research - A Case Study from Krakow. Real Estate Management and Valuation, 31(2), 29–38. https://doi.org/10.2478/remav-2023-0011
Vieira, V. A., de Almeida, M. I. S., Agnihotri, R., da Silva, N. S. D. A. C., & Arunachalam, S. (2019). In pursuit of an effective B2B digital marketing strategy in an emerging market. Journal of the Academy of Marketing Science, 47(6), 1085–1108. https://doi.org/10.1007/s11747-019-00687-1
Wan Rodi, W. N., Che-Ani, A. I., Tawil, N. M., Ting, K. H., & Aziz, F. (2019). The driving factors to rental depreciation of purpose-built office (PBO) buildings: A PLS-SEM approach. Journal of Facilities Management, 17(1). https://doi.org/10.1108/jfm-11-2017-0073
Ying, T. J., & Yusoff, W. Z. W. (2020). Estate Agency Malaysia: Impacts of Digital Marketing. Research in Management of Technology and Business, 1(1), 689–698. Retrieved from: https://publisher.uthm.edu.my/periodicals/index.php/rmtb/article/view/575
Downloads
Published
Versions
- 06-08-2024 (2)
- 01-07-2024 (1)
How to Cite
Issue
Section
License
Copyright (c) 2024 Wan Norhishamuddin Wan Rodi, Nurul Syakima Mohd Yusoff, Nor Adibah Mohd Arif
![Creative Commons License](http://i.creativecommons.org/l/by-nc-nd/4.0/88x31.png)
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
CC BY-NC-ND 4.0 DEED
Attribution-NonCommercial-NoDerivs 4.0 International