Application research on the marketing dissemination channel of real estate industry

Qing, Xia

doi:10.1109/icbmei.2011.5917923

Cited by 2 publications

(2 citation statements)

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“…Qing [5] discovered multitudinous platforms, instruments, and tools employed by housing developers in marketing communications. For example, conventional marketing communication tools, such as printed materials or brochures, are ubiquitous to provide necessary information on the selling properties, including floor plans, elevation views, locations, selling prices, and floor areas.…”

Section: Introductionmentioning

confidence: 99%

“…The underlying factors are concurrent with Koebel [9] who highlighted the housing industry as being highly resistant to required transformations and remaining stagnant in embracing technological innovations. Similarly, Qing [5] asserted that the current promotion tools adopted in the housing sector were insufficient to comprehensively disseminate the selling property information to the buyers. As such, contemporary technological advancement produces several pertinent instruments for property developers to promote their selling properties, such as extended reality (XR), artificial intelligence (AI), and 3D scanning [8].…”

Section: Introductionmentioning

confidence: 99%

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Augmented Reality (AR) as A Promotion Tool in Influencing Housing Purchase Intention

Ibrahim

Boying

Shafiei

et al. 2023

ARASET

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Contemporary rapid technological transformation demands the most optimal marketing approach to ensure organisational survival in a highly competitive business environment. Numerous studies were conducted to focus on selecting appropriate promotion tools, such as e-marketing, social media, and extended reality (XR) applications, to be applied in the current marketing methods. Nonetheless, the technological advancement availability was not thoroughly harnessed by the property sector, which lagged in adopting the innovative marketing approach to promote relevant products. Furthermore, minimal research was performed to investigate the effects of augmented reality (AR) applications in the property sector to encourage consumer purchases. The current study aims to determine the relationship between AR applications and potential house buyers’ purchase intention. Respondents were recruited based on the stipulated inclusion criteria, namely age and monthly income. A total of 130 survey booklets with housing design stimuli in the AR applications were distributed for self-completion. Resultantly, 100 completed booklets were returned. The findings revealed that AR applications possessed a significant moderate correlation with potential house buyers’ purchase intention. The results contributed additional insights into the existing marketing and consumer behaviour literature and provided several implications on the AR application potential as a property developers’ promotion tool.

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Section: Introductionmentioning

confidence: 99%