The Impact of Social Media Marketing on Buyer’s Behavior: Applied on the Egyptian Real Estate Market
DOI:
https://doi.org/10.56830/WRBA03202503Keywords:
Buyer Behavior, Social Media, Real Estate MarketAbstract
The effect of social media marketing on buyer purchasing behavior in Egypt’s real estate market is an important study area in modern marketing. This research focuses on the role of social media, especially advertising, activation strategies, conversations, and word of mouth in influencing buyer decisions. Through research conducted among customers of large real estate companies in Egypt, the study found that the buyer on social media plays an important role in the design of behavior. The results indicated that social media marketing, including all means through social platforms, has a significant impact on the buyer’s perceptions and decisions. Conclusions support concepts that have statistically significant relationships between social media activities and buyer purchasing behavior. Recommendations include tailored marketing strategies based on demographic characteristics, cultivating buyer knowledge databases for personalized services, and nurturing brand identity through active social media engagement. This research marketing provides valuable insights for professionals and real estate companies that require the effective benefit of social media to increase the buyer’s experiences and increase professional success.
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