Impact of social media marketing on consumer buying behaviour of real

estate in India.

A PROJECT

Submitted by
Pranav Tiwari
(Register Number – 2220739)

Under the Guidance of

Dr. Muthulakshmi P.
Assistant Professor, School of Business and Management
Christ University, Bangalore

In Partial Fulfilment of the Requirements for the Award of the Degree of

BACHELOR OF BUSINESS ADMINISTRATION

SCHOOL OF BUSINESS AND MANAGEMENT

MARCH 2025
 DECLARATION

I, Pranav Tiwari (Reg. No: 2220739), hereby declare that the project, titled “Impact of social
media marketing on consumer buying behaviour of real estate in India.” is a record of original
research work undertaken by me for the award of the degree of Bachelor of Business
Administration. I have completed this study under the supervision of Dr. Muthulakshmi P.,
Assistant Professor, Department of Business and Management. I also declare that this dissertation
has not been submitted for the award of any degree, diploma, associateship, fellowship or other
title to any other Institution/University.

Place: Bengaluru
Date:

Pranav Tiwari
Reg No: 2220739

2
 CERTIFICATE

This is to certify that the project submitted by Pranav Tiwari (Reg. No: 2220739), titled -
“Impact of social media marketing on consumer buying behaviour of real estate in India.” is
submitted to CHRIST (Deemed to be University), in partial fulfilment of the requirements for the
award of the Degree of Bachelor of Business Administration, is a record of original study
undertaken by him, during the period 2024-2025 in the School of Business and Management, under
my supervision and guidance. The project has not formed the basis for award of any Degree /
Diploma/ Associateship / Fellowship or other similar title of recognition by any other University.

Place: Bengaluru
Date:

Dr. Muthulakshmi P.
Assistant Professor
School of Business and Management

Dr Sunanda Vincent Jaiwant

Program Coordinator, BBA Kengeri
School of Business and Management

3
 ACKNOWLEDGEMENT

I, Pranav Tiwari would like to express my profound gratitude to all those who have been
instrumental in the preparation of this Research Project Report. I would like to thank Dr (Fr) Joseph
CC, Vice Chancellor, CHRIST (Deemed to be University), Dr Jain Mathew, Dean, School of
Business and Management and Dr Anuradha R, Head, School of Business and Management for
their encouragement.
I wish to place on records, my deep gratitude to my project guide, Dr Muthulakshmi P, for guiding
me through this project with valuable and timely advice without which the timely completion of
this research project report would not have been possible.
I would like to thank the respondents for their participation in my study. Last but not the least; I
would like to thank my parents and friends for their constant help and support.

Pranav Tiwari

4
 TABLE OF CONTENTS

CHAPTER NO. DESCRIPTION PAGE NO.

1. INTRODUCTION
1.1 Introduction
1.2 Industry Profile
1.2.1 Market Size
1.2.2 Trends in FMCG industry
1.2.3 Segments of FMCG sector 6 -13
1.2.4 Strategies
1.2.5 Investments
1.2.6 Government Initiatives
1.2.7 Opportunities in FMCG sector
1.2.8 Key Challenges
1.2.9 Future Prospects
1.2.10 SWOT Analysis

2. LITERATURE REVIEW 14

3. RESEARCH DESIGN
29
3.1 Objectives of the study
29
3.2 Statement of the problem
29
3.3 Scope of the study
30
3.4 Variables and operational definitions
31
3.5 Hypotheses
32
3.6 Questionnaire design
33
3.7 Method of data collection

4. ANALYSIS AND INTERPRETATION 35

5. SUMMARY OF FINDINGS 43

6. RECOMMENDATIONS AND 47
CONCLUSION

7. REFERENCES 52

8. ANNEXURE 55

5
 CHAPTER 1:
INTRODUCTION

6
1.1 Introduction:
The 21st century has witnessed an unprecedented digital revolution, with social media emerging
as a dominant force shaping consumer preferences and market dynamics. Platforms like Facebook,
Instagram, LinkedIn, YouTube, and Twitter have transformed the way businesses engage with
potential buyers, making social media marketing a crucial strategy across industries, including real
estate. Consumers today rely heavily on digital content, reviews, and influencer recommendations
before making purchasing decisions, demonstrating a shift from traditional marketing to an
interactive and consumer-driven approach.
The increasing penetration of the internet and smartphones in India has further amplified the
impact of social media marketing on consumer buying behavior in the real estate sector. India,
being one of the fastest-growing digital economies, has witnessed a significant surge in online
engagement, with millions of users actively consuming content, researching properties, and
interacting with brands on social platforms. With property investments being high-involvement
decisions, buyers seek detailed information, virtual site visits, price comparisons, and testimonials
before committing to a purchase. Unlike conventional marketing, which relies on print ads,
television commercials, and billboards, social media marketing provides a more immersive and
engaging experience. Developers and real estate agents now leverage targeted digital campaigns,
influencer collaborations, and AI-driven chatbots to provide real-time assistance, thereby
enhancing consumer awareness and confidence in their investment choices.
One of the key reasons behind the rising influence of social media marketing in real estate is the
demand for greater transparency and credibility. Homebuyers today are more informed, cautious,
and research-driven than ever before. They seek social proof in the form of customer reviews,
testimonials, and success stories shared on digital platforms. Real estate firms utilize social media
to showcase property listings, highlight unique selling propositions, and build trust through
engaging content, including live video tours, 360-degree virtual walkthroughs, and expert Q&A
sessions. These digital strategies enable buyers to experience a property virtually before making
an on-site visit, reducing uncertainties and enhancing decision-making.
Moreover, the interactive nature of social media allows real estate brands to engage directly with
potential customers, answer their queries, and address concerns in real time. Developers are
utilizing advanced analytics tools to track consumer behavior, preferences, and engagement
patterns, allowing them to tailor marketing campaigns to specific demographics. Social media

7
advertisements, targeted email campaigns, and influencer endorsements have become essential
components of real estate marketing strategies, helping firms reach the right audience at the right
time.
Additionally, evolving consumer expectations have pushed real estate businesses to adopt
innovative content marketing strategies. Engaging storytelling, blog articles on home-buying tips,
neighbourhood guides, and market trends help build credibility and authority in the industry. The
integration of artificial intelligence (AI) and machine learning (ML) in digital marketing further
enhances personalization, ensuring potential buyers receive relevant property recommendations
based on their search history, budget, and location preferences.
As social media continues to redefine how consumers research, evaluate, and purchase real estate,
its impact on buying behaviour cannot be overlooked. From first-time homebuyers to seasoned
investors, the influence of social media marketing is evident in every segment of the market. The
shift towards a digital-first approach has compelled real estate firms to rethink their strategies,
focusing on customer engagement, brand building, and innovative promotional techniques to stay
ahead in a highly competitive industry.
This transformation underscores the growing significance of social media marketing in the real
estate sector, prompting businesses to adopt innovative digital marketing strategies to gain a
competitive edge. As consumer behaviour continues to evolve in response to technological
advancements, real estate companies must harness the power of social media to foster brand trust,
enhance customer engagement, and drive sales in an increasingly competitive market.

1.2 Industry Profile:

The real estate industry in India is a crucial sector, contributing about 7% to the country's GDP and
expected to reach $1 trillion by 2030, accounting for 13% of GDP by 2025. Driven by urbanization,
rising incomes, and government initiatives like PMAY (Pradhan Mantri Awas Yojana), Smart
Cities Mission, and RERA (Real Estate Regulatory Authority), the sector has seen rapid growth
across residential, commercial, retail, and industrial segments. The housing market, which forms
a significant portion, witnessed a sales surge of 48% YoY in 2023, with Mumbai, Delhi-NCR, and
Bengaluru leading. Meanwhile, the commercial real estate sector, driven by IT, e-commerce, and
co-working spaces, saw record office space absorption of over 50 million sq. ft in 2023. The real
estate investment market is also booming, with FDI inflows of $54.2 billion between 2000 and

8
 2023, and Real Estate Investment Trusts (REITs) gaining traction, offering lucrative opportunities.
With an anticipated urban population of 600 million by 2031, India's real estate industry is set to
expand further, supported by infrastructure development, growing demand for sustainable and
tech-driven smart homes, and increased adoption of proptech solutions. However, challenges such
as rising construction costs, regulatory hurdles, and liquidity constraints persist, requiring
innovative solutions and policy support to sustain long-term growth.

1.2.1 Market Size:

The real estate industry in India is a crucial sector, contributing about 7% to the country's GDP and
expected to reach $1 trillion by 2030, accounting for 13% of GDP by 2025. Driven by urbanization,
rising incomes, and government initiatives like PMAY (Pradhan Mantri Awas Yojana), Smart
Cities Mission, and RERA (Real Estate Regulatory Authority), the sector has seen rapid growth
across residential, commercial, retail, and industrial segments. The housing market, which forms
a significant portion, witnessed a sales surge of 48% YoY in 2023, with Mumbai, Delhi-NCR, and
Bengaluru leading. Meanwhile, the commercial real estate sector, driven by IT, e-commerce, and
co-working spaces, saw record office space absorption of over 50 million sq. ft in 2023. The real
estate investment market is also booming, with FDI inflows of $54.2 billion between 2000 and
2023, and Real Estate Investment Trusts (REITs) gaining traction, offering lucrative oportunities.
With an anticipated urban population of 600 million by 2031, India's real estate industry is set to
expand further, supported by infrastructure development, growing demand for sustainable and
tech-driven smart homes, and increased adoption of proptech solutions. However, challenges such
as rising construction costs, regulatory hurdles, and liquidity constraints persist, requiring
innovative solutions and policy support to sustain long-term growth.

1.2.2 Trends in the Real Estate industry:

• Affordable and Mid-Segment Housing – Continued demand, supported by government
schemes like PMAY and lower interest rates.
• Luxury Housing Boom – Sales surged 130% YoY in 2023, driven by HNIs and NRIs.
• Co-Living & Rental Housing – Increasing demand due to urban migration and a growing
millennial workforce.
• Flexible & Co-Working Spaces – Accounted for nearly 20% of office leasing activity in 2023.

9
• Rise of REITs (Real Estate Investment Trusts) – Enhancing institutional investment and market
transparency.
• Warehousing & Logistics Growth – Demand for 51 million sq. ft in 2023, driven by e-
commerce and Tier 2 & 3 city expansion.
• Sustainability & Green Buildings – Rising interest in energy-efficient buildings and smart
homes with IoT and AI integration.
• Digital Transformation & PropTech – Increased adoption of AI, blockchain, and virtual
property transactions.
• Infrastructure Development – Metro expansions, highways, and smart cities fuelling real estate
growth.
• Investment Diversification – Increased focus on data centres, industrial parks, and alternative
asset classes for long-term returns.

1.2.3 Segments of Real Estate sector:

• Residential Real Estate – The largest segment, including affordable, mid-income, luxury,
and ultra-luxury housing. Housing demand surged 48% YoY in 2023, driven by
urbanization, government initiatives like PMAY, and rising disposable incomes.
• Commercial Real Estate – Covers office spaces, co-working hubs, and business parks. In
2023, office space absorption exceeded 50 million sq. ft, with IT, BFSI, and startups driving
demand. The rise of co-working spaces (20% of total leasing) is a major trend.
• Retail Real Estate – Includes shopping malls, high streets, and organized retail spaces.
Growth in e-commerce and omnichannel retailing is reshaping the demand for malls and
shopping centers in metro and Tier 2 cities.
• Industrial & Logistics Real Estate – Encompasses warehouses, logistics parks, and
manufacturing hubs. The segment saw 51 million sq. ft of demand in 2023, driven by e-
commerce, 3PL, and FMCG expansion in Tier 2 & 3 cities.
• Hospitality Real Estate – Covers hotels, resorts, and serviced apartments. Post-pandemic,
the sector is recovering with strong occupancy rates and rising demand for leisure and
business travel.

1.2.4 Government Initiatives:

10
• Pradhan Mantri Awas Yojana (PMAY) – Launched in 2015, this initiative aims to provide
"Housing for All" by 2024 through financial assistance and subsidies. It has two components:
PMAY-Urban and PMAY-Rural, benefiting millions with subsidized home loans under the
Credit Linked Subsidy Scheme (CLSS). Over 3 crore houses have been sanctioned under this
scheme.
• Real Estate (Regulation and Development) Act (RERA), 2016 – A landmark reform that
introduced transparency and accountability in the real estate sector. It mandates developers to
register projects, disclose financial details, and deliver on time. RERA has helped regain
homebuyer trust and reduce fraudulent practices, ensuring strict penalties for violations.
• Smart Cities Mission – Launched in 2015, this initiative focuses on developing 100 smart cities
with advanced infrastructure, better urban planning, and digital governance. It has boosted real
estate demand in Tier 1, Tier 2, and Tier 3 cities, encouraging investments in sustainable and
technology-driven housing projects.
• GST Reforms in Real Estate – The government reduced GST rates on under-construction
properties from 12% to 5% and on affordable housing from 8% to 1%, significantly lowering
the cost burden on homebuyers. Additionally, GST exemptions on ready-to-move-in properties
have made the market more attractive.
• SWAMIH Fund (Special Window for Stalled Projects) – A ₹25,000 crore fund introduced in
2019 to revive stalled and delayed housing projects. It provides last-mile funding to ensure
project completion, helping thousands of homebuyers get possession of their homes and
boosting investor confidence in the sector.

1.2.5 Future Prospects in Real Estate Industry:

The Indian real estate sector is poised for significant growth, with the market expected to reach $1
trillion by 2030, contributing 13% to GDP by 2025. Urbanization will continue to be a key driver,
with India's urban population projected to touch 600 million by 2031, creating sustained demand
for housing, commercial spaces, and infrastructure. The residential segment will see increasing
traction in affordable and luxury housing, supported by rising incomes, government incentives,
and changing lifestyle preferences. The commercial sector, particularly co-working spaces, IT
parks, and Grade A office spaces, will expand due to India’s growing startup ecosystem and IT

11
industry. Warehousing and logistics real estate, fueled by the e-commerce boom and the PLI
(Production-Linked Incentive) scheme, will continue to thrive, especially in Tier 2 and Tier 3 cities.
The industry is also witnessing rapid digital transformation, with PropTech solutions, AI,
blockchain, and virtual real estate transactions reshaping the market. Sustainability will be a major
focus, with green buildings and smart infrastructure becoming standard as environmental concerns
grow. Additionally, REITs (Real Estate Investment Trusts) will drive greater institutional
investment, improving transparency and liquidity. Government initiatives such as Smart Cities
Mission, Housing for All, and infrastructure projects like metro expansions and highways will
further boost real estate growth.
Despite challenges like regulatory complexities and fluctuating construction costs, the sector
remains highly promising, with strong investment opportunities, evolving consumer preferences,
and a focus on sustainability and technology-driven developments.

1.2.6 Swot Analysis:

Strengths (S)
1. High Contribution to GDP – The sector contributes 7% to India's GDP, expected to reach 13%
by 2025.
2. Rising Urbanization – With an urban population projected to hit 600 million by 2031, housing
and infrastructure demand is set to grow.
3. Government Support & Policies – Initiatives like PMAY (Pradhan Mantri Awas Yojana), Smart
Cities Mission, RERA (Real Estate Regulatory Authority), and Make in India drive sectoral
growth.
4. Strong Demand Across Segments – Residential, commercial, and industrial real estate are
witnessing high demand, with housing sales up 48% YoY in 2023 and office space absorption
exceeding 50 million sq. ft.
5. Growing Foreign Investment & REITs – FDI in real estate stood at $54.2 billion (2000-2023),
and Real Estate Investment Trusts (REITs) are improving liquidity and investor confidence.
6. Technological Advancements – The rise of PropTech, AI-driven property management, virtual
reality for home tours, and blockchain-based transactions is enhancing efficiency and
transparency.

12
7. Rise of Emerging Markets – Tier 2 and Tier 3 cities are experiencing a real estate boom due to
infrastructure development and IT sector expansion.

Weaknesses (W)
1. Regulatory Challenges & Delays – Lengthy approval processes, land acquisition issues, and
bureaucratic red tape slow down projects.
2. Liquidity Constraints & High Debt – Many developers face financial strain due to high debt
levels and restricted access to funding.
3. Fluctuations in Demand & Pricing – The market is sensitive to economic cycles, interest rates,
and policy changes, impacting demand.
4. Slow Adoption of Digital Transformation – Despite advancements, many developers still rely
on traditional sales and marketing methods.
5. Overdependence on a Few Key Markets – Metro cities dominate the sector, while smaller
towns take longer to develop due to infrastructure gaps.
6. Construction Cost Inflation – Rising material and labor costs impact project feasibility and
profitability.

Opportunities (O)
1. Affordable Housing Expansion – With government subsidies and tax incentives, affordable
housing remains a major growth driver.
2. Infrastructure Development – Mega projects like Delhi-Mumbai Industrial Corridor
(DMIC), metro rail expansions, highways, and airports are boosting real estate demand.
3. Warehousing & Logistics Boom – The demand for 51 million sq. ft of warehouse space
(2023) is fueled by e-commerce and 3PL expansion.
4. Sustainable & Green Buildings – Growing environmental concerns are increasing demand
for energy-efficient, LEED-certified, and smart buildings.
5. Co-Living & Rental Market Growth – Millennials and working professionals are driving
demand for rental housing and co-living spaces.
6. Rise of Smart Cities & Digital Real Estate – Smart cities, AI-driven property management,
and blockchain-based transactions are set to transform the sector.

13
 7. Increasing Global Interest – Large institutional investors and foreign funds are investing in
Indian real estate, especially in commercial and warehousing sectors.

Threats (T)
1. Economic Slowdowns & Recession Risks – A downturn in the economy can impact
purchasing power and investor sentiment.
2. Regulatory & Policy Uncertainty – Changes in GST, stamp duty, RERA regulations, or
land acquisition laws can impact project feasibility.
3. Interest Rate Fluctuations – Higher borrowing costs can reduce homebuyer affordability
and developer funding options.
4. Oversupply in Certain Segments – Excess supply in luxury housing and commercial office
spaces can lead to price corrections and unsold inventories.
5. Land Availability & Acquisition Issues – Land disputes, high costs, and lengthy approval
processes remain a major bottleneck.
6. Climate Change & Environmental Risks – Rising flooding, heatwaves, and environmental
regulations can impact project locations and costs.
7. Growing Competition & Market Saturation – Intense competition among developers can
reduce profit margins and impact project viability.

14
 CHAPTER 2:
REVIEW OF LITERATURE

15
 2.1 Literature Review:
Paper 1 – Title: The impact of social media on consumer buying behaviour in residential real
estate in Georgia
Author: Arutinova, Anjelika
Objective
The primary objective of this study is to evaluate the influence of social media platforms on
consumer decision-making processes and buying behaviors in the residential real estate market in
Georgia. It seeks to understand how social media affects various stages of the buying journey,
including awareness, consideration, and purchase decisions.
Variable
The study focuses on key variables such as:
1. Independent Variables:
o Social media engagement (frequency and type of platform usage)
o Content types (videos, images, testimonials, virtual tours)
o Consumer trust in online information
2. Dependent Variable:
o Consumer buying behavior (interest, inquiries, and purchasing decisions)
3. Control Variables:
o Demographics (age, income level, and occupation)
o Regional factors specific to Georgia's real estate market
Methodology
A mixed-method approach was adopted:
1. Quantitative Analysis: Surveys and questionnaires were distributed to potential buyers and recent
purchasers of residential real estate.
2. Qualitative Insights: In-depth interviews with real estate agents and marketing professionals were
conducted to understand the impact of social media strategies on consumer perceptions.
3. Data Analysis Tools: Statistical tools like regression analysis were used to examine relationships
between social media usage and buying behavior.
Findings
1. Social media significantly impacts consumer awareness, with platforms like Instagram and
Facebook being key drivers for showcasing property listings and engaging visual content.

16
2. Testimonials and peer reviews on social platforms build trust and positively influence decision-
making.
3. Virtual tours and live sessions conducted on social media increase inquiries and buyer interest,
particularly among younger demographics.
4. However, over-reliance on social media without credible offline support mechanisms can lead to
consumer skepticism.
5. Social media content tailored to specific regional preferences in Georgia enhances buyer
confidence and leads to higher conversion rates.

Paper 2 - Title: Changing Realty: Altering Paths of Brand Discovery for Real Estate Websites in
India
Authors: Smitha Vasudevan, F.J. Peter Kumar (2019)
Objective: The study aims to investigate the changing dynamics of brand discovery in the real
estate sector in India, specifically how online search behavior, digital marketing strategies, and
technological advancements are influencing how consumers find and engage with real estate
websites.
Variables:
• Independent Variables: Digital marketing tools (SEO, social media, online advertising, email
campaigns), online user behavior (search patterns, website interaction, social media engagement).
• Dependent Variable: Brand discovery and consumer engagement with real estate websites
(measured by site visits, click-through rates, and conversion rates).
Methodology: The study uses a mixed-methods approach, combining qualitative insights from
expert interviews and quantitative data from surveys of online real estate consumers. It analyzes
the impact of digital touchpoints such as search engines, social media platforms, and online
reviews on the discovery of real estate brands.
Findings:
1. The role of search engines, particularly Google, is crucial in the brand discovery process, with
consumers predominantly using search engines to find real estate listings and information.

17
2. Social media platforms, especially Facebook and Instagram, play a growing role in brand
awareness and consumer engagement, with content marketing and influencer partnerships
influencing brand perceptions.
3. Online reviews and user-generated content have a significant impact on consumer trust and brand
discovery, with positive reviews contributing to higher engagement and conversion rates.
4. Real estate companies are increasingly focusing on personalized content and targeted advertising
to reach potential customers, leveraging data analytics and AI to enhance the discovery process.

Paper 3 - Title: Multidimensionality of Visual Social Media Marketing and Its Impact on
Customer Purchase Intention in the Real Estate Market
Authors: Jassim Ahmad Al-Gasawneh, Khalid N. AlZubi, Abdul Hafaz Ngah, Mohammad Khalaf
Ahmad Alaeddin
Objective: The primary objective of the research is to examine the multidimensional nature of
VSMM and assess its impact on customer purchase intention, highlighting how visual elements
influence decision-making processes in real estate transactions.
Variables:
• Independent Variable: Dimensions of Visual Social Media Marketing (e.g., content quality,
engagement, platform usability, aesthetic appeal).
• Dependent Variable: Customer purchase intention in the real estate market.
• Control Variables: Customer demographics, prior exposure to marketing campaigns, and
socioeconomic factors.
Methodology: The study employs a mixed-methods approach. It combines quantitative analysis
(using surveys to collect data from real estate customers) and qualitative insights (through case
studies of prominent real estate marketing campaigns). Data is analyzed using statistical tools like
regression and structural equation modeling to establish relationships between VSMM dimensions
and purchase intention.
Findings: The research highlights that:
1. High-quality, visually appealing content significantly increases customer engagement and
purchase intention.
2. Interactivity on social media platforms fosters trust and a positive perception of real estate brands.

18
3. Platform usability and tailored content drive customer satisfaction, ultimately influencing purchase
decisions.
4. Aesthetic coherence and storytelling in visuals are critical factors in enhancing customer retention
and conversion.
The study concludes that leveraging multidimensional VSMM strategies can be a game-changer
for real estate marketers, enabling them to better connect with potential buyers and influence their
decision-making journey.

Paper 4 - Title: The Impact of Digital Marketing on Real Estate Sales

Author: Mamoon Siddiqui (2024)
Objective: The research aims to assess the role of digital marketing in enhancing real estate sales,
identifying key factors such as online advertising, search engine optimization (SEO), and social
media campaigns that contribute to sales performance.
Variables:
• Independent Variable: Digital marketing strategies (e.g., online ads, social media presence, email
marketing, virtual tours).
• Dependent Variable: Real estate sales performance (measured by sales volume, customer
inquiries, and conversion rates).
• Control Variables: Market conditions, property type, and location.
Methodology: The study utilizes a quantitative approach, gathering data through surveys and sales
records from real estate firms. Analytical tools like correlation and regression analyses are applied
to determine the impact of various digital marketing strategies on sales outcomes. Additionally,
case studies of successful campaigns provide qualitative insights.
Findings:
1. Digital marketing significantly enhances customer reach and engagement, particularly through
targeted social media campaigns.
2. Virtual tours and interactive content are highly effective in converting leads into buyers.
3. SEO and paid advertisements improve visibility and attract high-quality leads.
4. Email marketing and personalized communication positively influence customer trust and
decision-making.

19
 The study concludes that digital marketing plays a pivotal role in boosting real estate sales by
broadening customer outreach, improving lead generation, and streamlining the buying process. It
emphasizes the need for real estate firms to adopt a comprehensive digital strategy to remain
competitive.

Paper 5 - Title - A Systematic Review of Smart Real Estate Technology: Drivers of, and Barriers
to, the Use of Digital Disruptive Technologies and Online Platforms
Author: Fahim Ullah
Objective: The study aims to systematically review the factors driving the use of smart
technologies in real estate and to identify the challenges hindering their widespread adoption. The
research also explores the implications of these technologies for real estate practices and
stakeholders.
Variables:
• Drivers: Technological advancements, customer demand for convenience, sustainability
requirements, cost efficiency, and competitive advantage.
• Barriers: High implementation costs, resistance to change, lack of expertise, data privacy
concerns, and regulatory hurdles.
• Outcome Variable: Adoption and integration of smart real estate technologies.
Methodology: The study follows a systematic review approach, analyzing peer-reviewed articles,
industry reports, and case studies related to smart real estate technologies. Thematic analysis is
used to categorize the drivers and barriers, while conceptual frameworks are developed to
understand their interactions.
Findings:
1. Key drivers of adoption include increased efficiency in property management, enhanced customer
experience through personalized solutions, and data-driven decision-making.
2. Barriers such as financial constraints, technological complexity, and lack of stakeholder awareness
slow down the adoption process.
3. The study identifies emerging trends like IoT (Internet of Things), blockchain, and AI as
transformative forces in the real estate industry.
4. Collaboration between industry stakeholders, policymakers, and technology providers is crucial to
overcome barriers and foster adoption.

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 Paper 6 - Title - Young adults’ socialization in housing and real estate purchase decisions in India
Authors: Sijo Saju John, Chaitali Balapure, and Benny J. Godwin - The authors delve into the
socialization processes of young adults in India and their influence on housing and real estate
purchase decisions, examining cultural, social, and economic dimensions that shape their choices.
Objective: The study aims to analyze how social factors, such as family, peers, and societal norms,
impact the housing purchase decisions of young adults in India. It also seeks to understand the
interplay between socialization and individual preferences in the real estate market.
Variables:
• Independent Variables: Social influences (family, peers, media), cultural norms, and economic
conditions.
• Dependent Variable: Housing and real estate purchase decisions by young adults.
• Control Variables: Age, income, education, and urban/rural location.
Methodology: The study employs a mixed-methods approach, using surveys and interviews with
young adult homebuyers to gather quantitative and qualitative data. Statistical tools like factor
analysis are used to identify key socialization factors, while thematic analysis highlights individual
experiences.
Findings:
1. Family plays a dominant role in shaping housing preferences, particularly in joint-family setups
and culturally driven decisions.
2. Peer influence is significant in urban settings, where social status and lifestyle trends drive housing
choices.
3. Media exposure and online platforms increasingly shape the preferences of tech-savvy young
adults.
4. Economic constraints, such as affordability and financing options, act as limiting factors despite
strong social influences.

Paper 7 - Title - Factors affecting Buying Behaviour & CRM in Real Estate Sector: A Literature
Survey
Authors: Yadav Narendra Singh, Dr. Gupta Mukul, and Singh Pushpa

21
 The authors present a literature survey to explore the factors influencing buying behavior and the
role of Customer Relationship Management (CRM) in the real estate sector, offering a
comprehensive understanding of consumer dynamics and CRM practices.
Objective: The study aims to identify key factors affecting customer buying behavior in the real
estate sector and examine how CRM strategies influence customer satisfaction and retention.
Variables:
• Independent Variables: Buying behavior factors (price, location, amenities, brand reputation,
financing options) and CRM practices (communication, personalization, after-sales services).
• Dependent Variable: Customer purchase decisions and loyalty in the real estate sector.
• Control Variables: Demographics, economic conditions, and geographic location.
Methodology: This research is a literature survey, synthesizing findings from existing studies,
industry reports, and academic articles. The authors categorize influential factors and evaluate
CRM's effectiveness through a review of theoretical and empirical studies.
Findings:
1. Key factors affecting buying behavior include property price, location convenience, quality of
amenities, and brand reputation of real estate developers.
2. Financing options and economic stability significantly influence customers’ purchase capabilities.
3. CRM practices, such as prompt communication, personalized offerings, and robust after-sales
support, are critical in building customer trust and loyalty.
4. Technology integration in CRM (e.g., digital tools for communication and data analytics) enhances
the effectiveness of customer engagement.

Paper 8 - Title – The Effects of Social Media Marketing on Purchase Intention: The Case of Real
Estate Companies
Author: Tsegaye Hanan
Objective: The research aims to investigate how social media marketing strategies influence the
purchase intentions of potential buyers in the real estate market in Addis Ababa. It explores various
dimensions of SMM and their effectiveness in engaging customers and driving purchase decisions.
Variables:
• Independent Variable: Social Media Marketing dimensions (content quality, interactivity,
platform usability, customer engagement).

22
• Dependent Variable: Purchase intention of real estate customers.
• Control Variables: Customer demographics, socioeconomic status, and previous real estate
purchasing experience.
Methodology: The study employs a quantitative research design, using surveys distributed to real
estate customers in Addis Ababa. Descriptive and inferential statistical analyses, including
regression analysis, are used to examine the relationships between SMM activities and purchase
intention.
Findings:
1. Social media platforms serve as effective channels for creating awareness and generating interest
among potential real estate buyers.
2. High-quality, visually appealing content significantly impacts purchase intention, with videos and
virtual tours being particularly influential.
3. Customer engagement, including prompt responses to inquiries and personalized interactions,
positively affects trust and intention to purchase.
4. Challenges such as limited internet accessibility and low digital literacy among some target
audiences hinder the full potential of SMM.

Paper 9 - Title - Social network marketing and sales performance of real estate sector in Kenya:
a survey of real estate companies in Nairobi
Author: Esther Njoki Ndungu
Objective: The study aims to explore how social network marketing strategies influence the sales
performance of real estate companies in Nairobi. It looks at the impact of social networks on
customer acquisition, engagement, and conversion in the context of the real estate market.
Variables:
• Independent Variable: Social Network Marketing strategies (e.g., use of platforms like Facebook,
Twitter, LinkedIn, Instagram; content types; engagement levels).
• Dependent Variable: Sales performance (measured by sales volume, customer inquiries, lead
conversions).
• Control Variables: Company size, target market demographics, advertising budget.

23
 Methodology: The study uses a survey-based approach, collecting data from real estate companies
in Nairobi. Descriptive statistics and correlation analysis are employed to determine the
relationship between social network marketing efforts and sales performance.
Findings:
1. Social network marketing is highly effective in reaching a wide audience, with platforms like
Facebook and Instagram showing the most significant impact on lead generation and customer
inquiries.
2. Content that is visually appealing, interactive, and informative leads to higher customer
engagement, thus positively influencing sales outcomes.
3. Companies with active and well-managed social media accounts experience better sales
performance due to increased brand visibility and trust.
4. Challenges such as inconsistent content posting, lack of skilled personnel, and resource constraints
hinder the full potential of social network marketing strategies.

Paper 10 - Title - Analysing the Effectiveness of Digital Marketing Tools for Marketing Luxury
Apartments
Authors: A.G.R. Sanduapama and Lakshi Karunarathne
Objective: The study aims to assess the impact and effectiveness of digital marketing tools (such
as websites, social media platforms, and online advertising) in marketing luxury apartments. It
seeks to determine which tools are most successful in attracting potential buyers and increasing
conversions in the luxury real estate sector.
Variables:
• Independent Variables: Digital marketing tools (e.g., SEO, social media marketing, paid online
ads, email marketing, virtual tours).
• Dependent Variable: Marketing effectiveness, measured by lead generation, engagement levels,
and sales conversions.
Methodology: The study utilizes a mixed-methods approach, combining both qualitative and
quantitative research. Data is gathered through surveys and interviews with real estate
professionals, digital marketing experts, and luxury apartment buyers. Statistical tools, such as
regression analysis and factor analysis, are applied to assess the effectiveness of different digital
marketing tools.

24
 Findings:
1. Social media marketing, particularly platforms like Instagram, Facebook, and LinkedIn, is highly
effective in reaching potential buyers for luxury apartments, especially in showcasing high-quality
visuals and engaging storytelling.
2. SEO and targeted online advertising are critical for increasing visibility and attracting high-net-
worth individuals searching for premium properties.
3. Virtual tours and 3D visualization tools are increasingly popular for luxury apartment marketing,
offering a more immersive experience for potential buyers.
4. Email marketing campaigns, particularly personalized content, have a positive effect on lead
nurturing and converting initial inquiries into sales.

Paper 11 - Title - Influence of Marketing Mix on Customer Satisfaction in Real Estate: Mediating
Effect of Technology & Moderating Effect of Government & Building Process in Bangladesh.
Authors: Md. Naim Hossain, Prof. Dr. Abu Bakar Abdul Hamid, and Prof. Dr. Huam Hon Tat
Objective: The study aims to explore how elements of the marketing mix (product, price, place,
promotion) impact customer satisfaction in real estate, while considering how technology adoption
and government regulations influence this relationship.
Variables:
• Independent Variable: Marketing mix elements (product quality, pricing strategies, distribution
channels, promotional activities).
• Mediating Variable: Technology adoption (e.g., use of digital tools for marketing, property
management, and customer engagement).
• Moderating Variables: Government policies (e.g., regulations, incentives for developers) and the
building process (e.g., construction quality, timelines).
• Dependent Variable: Customer satisfaction with real estate products and services.
Methodology: The study uses a quantitative research approach, collecting data through surveys
from real estate customers in Bangladesh. Structural equation modeling (SEM) is applied to assess
the relationships between marketing mix factors, technology adoption, government policies, the
building process, and customer satisfaction.
Findings:

25
1. The marketing mix significantly influences customer satisfaction, with product quality (e.g.,
property features) and pricing strategies being the most impactful.
2. Technology adoption mediates the relationship between the marketing mix and customer
satisfaction, with digital tools enhancing customer engagement and streamlining the purchasing
process.
3. Government policies (such as tax incentives and regulations) and the building process (including
construction quality and project timelines) moderate the effect of the marketing mix on customer
satisfaction.
4. Efficient use of technology in marketing and management positively enhances customer
experiences, while delays in the building process and unclear government regulations negatively
impact satisfaction.

Paper 12 - Title - A Study on The Impact of Online Marketing on Indian Real Estate Business
Authors: Yuvraj, Viral Shrivastava, Vedant Agrawal, Anshuman Maggu, and Avinash Agnihotri
Objective: The primary objective of the study is to analyse the effectiveness of online marketing
strategies, including websites, social media, search engine optimization (SEO), and digital
advertising, in boosting the visibility and sales performance of real estate businesses in India.
Variables:
• Independent Variables: Online marketing tools (social media marketing, SEO, online
advertisements, email campaigns, virtual tours).
• Dependent Variable: Business performance in the real estate sector, measured through sales
volume, lead generation, customer inquiries, and conversion rates.
• Control Variables: Real estate company size, target demographics, and geographical market.
Methodology: The study adopts a quantitative research approach, collecting data through surveys
from real estate firms and customers. Statistical methods, such as regression analysis and
correlation tests, are used to evaluate the relationship between online marketing efforts and
business performance in the Indian real estate market.
Findings:
1. Online marketing tools, particularly social media platforms like Facebook, Instagram, and
LinkedIn, are highly effective in reaching a broad audience and generating leads.

26
2. Real estate companies using SEO and paid digital advertising saw improved online visibility,
attracting higher numbers of quality inquiries.
3. Virtual tours and interactive property showcase significantly increased customer engagement and
contributed to faster decision-making in property purchases.
4. Email marketing campaigns that offered personalized content led to better customer retention and
higher conversion rates.

Paper 13 - Title - The Influence of the Marketing Mix Social Media and Brand Trust on Housing
Estate Purchase Intensions of Customers in Thailand
Authors: Pichyada Pheunpha
Objective: The study aims to examine the impact of marketing mix elements (product, price, place,
promotion), social media engagement, and brand trust on customers' intentions to purchase
housing in Ubon Ratchathani. It investigates how these factors collectively shape consumer
behaviour in the real estate sector.
Variables:
• Independent Variables: Marketing mix (product features, pricing strategies, promotional
activities, distribution channels), social media presence (engagement, content quality, customer
interaction), and brand trust (perceived reliability, reputation).
• Dependent Variable: Customers’ housing purchase intentions (measured through the likelihood
of making a purchase, inquiries, and decision-making process).
• Control Variables: Demographic factors (age, income, education), prior exposure to marketing
campaigns, and previous real estate experiences.
Methodology: The study uses a quantitative research design, collecting data through surveys
distributed to potential homebuyers in Ubon Ratchathani. Structural equation modeling (SEM) is
applied to test the relationships between the marketing mix, social media engagement, brand trust,
and purchase intentions.
Findings:
1. The marketing mix significantly influences purchase intentions, with product quality (e.g., housing
features) and price being the most impactful factors.
2. Social media marketing enhances customer engagement and plays a critical role in influencing
purchase intentions, with high-quality, interactive content leading to stronger consumer interest.

27
3. Brand trust is a key mediator between marketing efforts and purchase intentions, with customers
more likely to purchase from brands they perceive as trustworthy and reliable.
Promotions and online presence are essential tools in converting interest into actual sales,
particularly through channels like Facebook, Instagram, and real estate-specific platforms

28
 CHAPTER 3:
RESEARCH DESIGN

29
 3.1. Objectives of the study:
1. To analyze the effect of social media marketing on brand awareness in the Indian real estate
market.
2. To investigate how perceived trust is influenced by social media interactions between real
estate companies and consumers.
3. To assess the role of consumer engagement as a mediator between social media marketing
and consumer buying behavior.
4. To provide insights and recommendations for real estate firms on optimizing their social
media marketing strategies to enhance consumer decision-making and trust.

3.2.Statement of the problem:

In the rapidly evolving digital landscape, social media has transformed how industries engage with
consumers, and the real estate sector in India is no exception. Real estate companies are
increasingly leveraging platforms like Facebook, Instagram, and YouTube to reach a broader
audience and influence potential buyers. However, the extent to which social media marketing
impacts consumer behaviour in the real estate industry remains underexplored. This research seeks
to address the gap by examining how social media marketing influences key factors such as brand
awareness, perceived trust, and consumer engagement in driving purchasing decisions. Given the
competitive nature of the real estate market in India, understanding these dynamics is essential for
companies to optimize their digital marketing strategies and build stronger consumer relationships.

3.3. Scope of the study:

In the rapidly growing digital age, the real estate sector in India is undergoing a transformation,
driven primarily by advancements in online platforms and social media. Social media marketing
has become a pivotal tool in the industry, influencing how consumers discover, engage with, and
eventually decide to purchase properties. However, the full scope of its impact on consumer
behaviour, particularly in real estate, remains underexplored.
• Expanding Role of social media in Real Estate - With increased internet access and social media
usage in India, platforms like Facebook and Instagram have become essential for property
discovery. However, there is limited research on how social media marketing influences consumer

30
 behaviour specifically in the real estate sector, making this study vital for understanding these
evolving dynamics.
• Impact on Brand Awareness and Trust - Brand awareness and trust are crucial in real estate
purchases, but there is insufficient data on how social media interactions influence these factors.
This study aims to bridge that gap by examining how social media marketing strategies shape
consumer perceptions and drive purchase decisions in India.
• Consumer Engagement as a Mediator - social media marketing’s impact on brand visibility is
known, the role of consumer engagement as a mediator in shaping buying behaviour remains
underexplored. This research will provide insights into how consumer interactions with brands on
social media influence their purchasing choices, offering valuable guidance for marketers.
• India’s Competitive Real Estate Market - In India’s highly competitive real estate market,
understanding the most effective social media marketing strategies can give firms a critical edge.
This study will help real estate companies refine their approaches to improve consumer
engagement and strengthen brand trust.

3.4. Variables and operational definition:

• Social Media Marketing (Independent Variable)
Social media marketing refers to the use of platforms like Facebook, Instagram, LinkedIn, Twitter,
and YouTube to promote real estate properties, engage with potential buyers, and influence their
purchasing decisions. It includes strategies such as paid advertisements, influencer collaborations,
virtual property tours, customer testimonials, interactive content, and targeted campaigns. In the
context of real estate, social media marketing helps developers and agents reach a wider audience,
create brand visibility, and generate leads.
• Brand Awareness (Dependent Variable)
Brand awareness refers to the extent to which consumers recognize and recall a real estate brand
or developer due to social media marketing efforts. A strong online presence, consistent branding,
engaging content, and positive customer interactions enhance brand awareness. High brand
awareness increases the likelihood of consumers considering a specific real estate developer when
making purchasing decisions. Metrics like reach, impressions, shares, and mentions on social
media platforms indicate the effectiveness of marketing in building awareness.
• Perceived Trust (Dependent Variable)

31
 Perceived trust represents the confidence and credibility that consumers associate with a real estate
brand based on its social media presence. Trust is influenced by customer reviews, testimonials,
transparency in pricing, project updates, and engagement with followers. In the real estate industry,
where buying decisions involve significant financial investment, higher perceived trust leads to
stronger buyer intent, reduced risk perception, and higher conversion rates.
• Moderator: Consumer Engagement
Consumer engagement acts as a moderating variable, meaning it influences the relationship
between social media marketing and the dependent variables (brand awareness and perceived
trust). Engagement includes likes, comments, shares, direct messages, participation in polls, and
interactions with real estate content. High engagement levels indicate strong consumer interest and
enhance the impact of social media marketing on brand awareness and trust. For instance, an
interactive campaign with high engagement is more likely to build trust and awareness compared
to passive advertisements with minimal engagement.

3.5. Research Model and Hypothesis:

H1 –
Null: Social Media Marketing has no significant impact on Consumer Engagement.
Alternate: Social Media Marketing has a significant impact on Consumer Engagement.

H2 –
Null: Social Media Marketing has no significant impact on Brand Awareness.
Alternate: Social Media Marketing has a significant impact on Brand Awareness.

32
 H3 –
Null: Social Media Marketing has no significant impact on Perceived Trust.
Alternate: Social Media Marketing has a significant impact on Perceived Trust.

H4 –
Null: Consumer Engagement has no significant impact on Brand Awareness.
Alternative: Consumer Engagement has a significant impact on Brand Awareness.

3.6. Questionnaire or instrument design:

A structured questionnaire was developed with four sections and 20 questions to analyze the impact
of social media marketing on consumer buying behavior in the real estate industry in India. The
survey follows a 5-point Likert scale, where 1 = Strongly Disagree and 5 = Strongly Agree, to
measure respondents' perceptions, attitudes, and engagement levels.
• Section 1: Social Media Marketing (Independent Variable) – This section examines the role of
social media platforms, advertisements, and content strategies in influencing consumer perceptions
of real estate brands. Questions focus on the effectiveness of social media campaigns, content
engagement (videos, images, virtual tours), and the impact of online interactions on consumer
trust.
• Section 2: Brand Awareness (Dependent Variable) – This section evaluates how social media
marketing enhances consumer recognition and recall of real estate brands. It analyzes the
effectiveness of branding, consistency in messaging, and how social media differentiates real estate
companies in the market.
• Section 3: Perceived Trust (Dependent Variable) – This section assesses the extent to which social
media interactions, testimonials, reviews, and company professionalism influence consumer trust
and confidence in real estate purchases.
• Section 4: Consumer Engagement (Moderator) – This section investigates how active participation
on social media platforms (liking, sharing, commenting, following brands, and engaging with
responses) affects the relationship between social media marketing, brand awareness, and
perceived trust. It measures whether engagement enhances the overall consumer buying
experience.

33
 3.7. Method of data collection:
Data was collected through primary and secondary sources:
• Primary Data: A study was conducted all over India in which 145 respondents participated to
analysis how different demographic variables such as income, age etc. have an impact on
awareness level towards green marketing and the frequency of purchase.
• Secondary data: It was collected from online articles, research papers of various
journals, e-books, e-magazines, scholarly articles and reports.

3.8. Sampling Type/size:

• Sampling type: The sampling technique used in the present study is random sampling. A random
sample is a subset of persons (a sample) selected from a larger set (a population). Each individual
is selected randomly and completely by chance so that each individual has the same probability of
being selected at any stage of the sampling process and each sub-set of individuals has the
probability of being selected as individual's sample as any other sub-set as any other sub-set of an
individual.
• Sample size: The sample size is 145 respondents

3.9. Statistical design:

SPSS software (Version 21) developed by IBM is utilized for statistical analysis in this study.
Various statistical techniques are employed to analyze relationships, differences, and patterns
within the dataset.
• Regression Analysis: This method evaluates the impact of one variable on another. The R-square
value is a key indicator, and if it is less than 0.5, the null hypothesis is rejected.
• Correlation Analysis: This examines the strength and direction of the relationship between two
variables, measured by Pearson’s correlation coefficient (r), which ranges from -1 to +1. A p-value
less than 0.05 indicates statistical significance. An r-value of 0 implies no correlation, while r > 0
indicates a positive correlation and r < 0 suggests a negative correlation.
• One-Way ANOVA: This test assesses whether a significant difference exists between the means
of different groups. If the p-value is below 0.05, the null hypothesis is rejected, indicating a
statistically significant difference. A post hoc test is performed to control for experiment-wide
errors instead of conducting multiple t-tests.

34
• Descriptive Statistics: These statistical measures summarize and describe the dataset, including:
Mean: The arithmetic average, sensitive to extreme values.
Standard Deviation: The square root of variance, representing the spread or dispersion of data. A
higher standard deviation indicates greater variability.
Median: The middle value that divides the dataset into two equal halves.
Variance: Represents the sum of squared deviations from the mean and measures variability in the
dataset.

3.10. Limitations of the Study:

• Time: The period was limited and thus, the various other possibilities to conduct the research were
not taken up.
• Scope: The population sample is limited to only the respondents in some particular regions.

35
 CHAPTER 4:
ANALYSIS AND
INTERPRETATION

36
4.1 Responses from google forms

AGE PROFILE OF THE RESPONDENTS

Figure 1 – Age profile of respondents

Interpretation: In the present study 145 respondents participated, out of which majority number
of participant’s age bracket is between 20 years to 30 years.

INCOME PROFILE

Figure 2 – Income profile of respondents

Interpretation:
In the present study, 145 participated and the Monthly income bracket of maximum number of
participants lies between 25000-50000.

37
 SOCIAL MEDIA USAGE

Figure 3 – Social Media usage of respondents

Interpretation:
In the present study, 145 respondents participated and 56.6% respondents use social media
frequently i.e. on a daily basis.

PRESENCE OF REAL ESTATE COMPANIES IN SOCIAL MEDIA

Figure 4 – Real estate companies using Social Media

Interpretation:
In the present study, 145 respondents participated and the maximum number of respondents feel
that the social media pages of real estate companies are engaging.

38
4.2. Reliability Test:
Reliability analysis is used to determine the extent to which the items (questions) are related to each other.
It checks if all the questions give us the same results and are directed towards measuring the same variable.
It attempts to give an overall index of the repeatability or internal consistency of the scale and helps to
identify problem items that should be excluded from the scale. A simple reliability analysis is now used to
check the reliability of both variable items.
Cronbach's alpha is a measure for internal consistency. It establishes how closely related the items of a set
are. It is a measure of scale reliability. A "high" value for alpha denotes that the measure is unidimensional.
It also means high internal consistency. The number of items specifies the number of questions considered
for the analysis.

Scale: ALL VARIABLES

Case Processing Summary

N %
Valid 145 100.0

Cases Excludeda 0 0.0

Total 145 100.0

a. Listwise deletion based on all variables in the procedure.

Reliability Statistics

Cronbach's Alpha
Based on
Cronbach's Alpha Standardized Items N of Items
0.925 0.925 20

Table 1&2 – Reliability test Analysis

Interpretation:
The analysis shows that all 145 cases were valid, with no exclusions, ensuring a complete
dataset. The reliability statistics indicate a Cronbach’s Alpha of 0.965, which suggests excellent
internal consistency of the scale. With 20 items included in the analysis, the high reliability score
confirms that the scale is a strong and consistent measure for assessing the given variables.

39
4.3 Regression test
Regression analysis is a statistical method used to examine the relationship between one
dependent variable and one or more independent variables. In the context of the provided table, it
seems that a regression analysis has been conducted with the dependent variable (DV) being
predicted by two independent variables (IVs) labeled as "DP" and "IP," along with a constant
term.
For DV1 – Brand Awareness –

Model Summary

Adjusted R Std. Error of the

Model R R Square Square Estimate
1 .829a 0.687 0.684 0.46465

a. Predictors: (Constant),
SM_COMPOSITE
ANOVAa
Sum of
Model Squares df Mean Square F Sig.
Regression 67.639 1 67.639 313.287 .000b

1 Residual 30.874 143 0.216

Total 98.513 144

a. Dependent Variable: BA_COMPOSITE
b. Predictors: (Constant), SM_COMPOSITE

Table 3&4 – Regression test for Dependent Variable 1 - Brand Awareness

The regression analysis results indicate a strong positive relationship between SM_COMPOSITE
(Independent Variable) and BA_COMPOSITE (Dependent Variable 1), as shown by the
correlation coefficient (R = 0.829). The R Square value of 0.687 suggests that 68.7% of the
variance in BA_COMPOSITE is explained by SM_COMPOSITE, while the adjusted R Square
(0.684) accounts for the number of predictors and remains nearly the same. The standard error of
the estimate (0.46465) represents the average deviation of actual values from predicted values. The
ANOVA table confirms the model's significance, with a high F-statistic (313.287) and a p-value of
0.000, indicating that the predictor variable significantly impacts the dependent variable. The sum
of squares values (67.639 for regression and 30.874 for residual) highlight that most of the variance

40
is explained by the predictor. Overall, the model is highly significant, and SM_COMPOSITE is a
strong determinant of BA_COMPOSITE.

For DV2 – Perceived Trust –

Model Summary

Adjusted R Std. Error of the

Model R R Square Square Estimate
.825a 0.681 0.679 0.47262
1

a. Predictors: (Constant), SM_COMPOSITE

ANOVAa

Sum of
Model Squares df Mean Square F Sig.
Regression 68.220 1 68.220 305.406 .000b

1 Residual 31.942 143 0.223

Total 100.162 144

a. Dependent Variable: PT_COMPOSITE
b. Predictors: (Constant), SM_COMPOSITE

Table 5&6 – Regression Test for Dependent Variable 2 – Perceived Truest

The regression analysis results presented in the tables indicate a strong relationship between the
predictor variable (SM_COMPOSITE) and the dependent variable (PT_COMPOSITE). The
Model Summary table shows an R value of 0.825, signifying a strong positive correlation. The R
Square value of 0.681 implies that approximately 68.1% of the variance in PT_COMPOSITE is
explained by SM_COMPOSITE. The adjusted R Square value (0.679) is close to R Square,
suggesting a good model fit with minimal bias. The standard error of the estimate (0.47262)
represents the average deviation of observed values from the regression line.
The ANOVA table further validates the model's significance. The regression sum of squares
(68.220) is considerably larger than the residual sum of squares (31.942), indicating that the model
explains a significant portion of the variance. The F-statistic value (305.406) is very high,
reinforcing the model's strong explanatory power. The significance value (p = 0.000) is well below
the conventional threshold of 0.05, confirming that SM_COMPOSITE significantly predicts
41
 PT_COMPOSITE. Overall, the regression model is statistically significant and effectively
explains variations in the dependent variable.

4.4 Correlation
Correlation analysis is a statistical technique used to measure the strength and direction of the
relationship between two variables. In this context, three variables are being analysed: IP
(Independent Variable), DP (Dependent Variable), and OP (Outcome Variable). The Pearson
correlation coefficient, denoted as r, ranges from -1 to +1, where:
• If r is close to +1, it indicates a strong positive correlation, meaning that as one variable
increases, the other variable also tends to increase.
• If r is close to -1, it indicates a strong negative correlation, meaning that as one variable
increases, the other variable tends to decrease.
• If r is close to 0, it indicates no linear relationship between the variables.

Correlations

SM1 SM2 SM3 SM4 SM5 BA1 BA2 BA3 BA4 PT1 PT2 PT3 PT4 PT5 PT6
SM1 Pearson Correlation 1 ** ** ** ** ** ** ** ** ** ** ** ** ** **
.721 .463 .597 .614 .617 .572 .484 .615 .546 .556 .508 .589 .551 .488
SM2 Pearson Correlation ** 1 ** ** ** ** ** ** ** ** ** ** ** ** **
.721 .562 .658 .609 .560 .604 .558 .567 .594 .561 .560 .534 .570 .522
SM3 Pearson Correlation ** ** 1 ** ** ** ** ** ** ** ** ** ** ** **
.463 .562 .503 .479 .439 .584 .503 .512 .515 .466 .494 .424 .462 .397
SM4 Pearson Correlation ** ** ** 1 ** ** ** ** ** ** ** ** ** ** **
.597 .658 .503 .703 .618 .558 .505 .544 .503 .649 .620 .630 .592 .638
SM5 Pearson Correlation ** ** ** ** 1 ** ** ** ** ** ** ** ** ** **
.614 .609 .479 .703 .557 .644 .539 .659 .513 .705 .595 .707 .713 .707
BA1 Pearson Correlation ** ** ** ** ** 1 ** ** ** ** ** ** ** ** **
.617 .560 .439 .618 .557 .668 .575 .452 .558 .500 .461 .558 .520 .448
BA2 Pearson Correlation .572** .604** .584** .558** .644** .668** 1 .633** .537** .588** .554** .593** .589** .608** .515**
** ** ** ** ** ** ** ** ** ** ** ** **
BA3 Pearson Correlation .484 .558 .503 .505 .539 .575 .633 1 .601 .509 .616 .581 .588 .572 .514**
BA4 Pearson Correlation .615** .567** .512** .544** .659** .452** .537** .601** 1 .519** .674** .578** .602** .629** .564**
** ** ** ** ** ** ** ** ** ** ** ** **
PT1 Pearson Correlation .546 .594 .515 .503 .513 .558 .588 .509 .519 1 .478 .570 .433 .424 .478**
** ** ** ** ** ** ** ** ** ** ** ** **
PT2 Pearson Correlation .556 .561 .466 .649 .705 .500 .554 .616 .674 .478 1 .674 .722 .756 .760**
PT3 Pearson Correlation .508** .560** .494** .620** .595** .461** .593** .581** .578** .570** .674** 1 .622** .704** .609**
** ** ** ** ** ** ** ** ** ** ** ** **
PT4 Pearson Correlation .589 .534 .424 .630 .707 .558 .589 .588 .602 .433 .722 .622 1 .734 .706**
** ** ** ** ** ** ** ** ** ** ** ** **
PT5 Pearson Correlation .551 .570 .462 .592 .713 .520 .608 .572 .629 .424 .756 .704 .734 1 .754**
PT6 Pearson Correlation .488** .522** .397** .638** .707** .448** .515** .514** .564** .478** .760** .609** .706** .754** 1

**. Correlation is significant at the 0.01 level (2-tailed).

Table 7 – Correlation Test analysis

The data indicates strong and significant correlations among the different categories of variables,
particularly within the same groups (SM, BA, and PT). This suggests that the variables within each

42
category are highly related, potentially measuring similar constructs. The inter-category
correlations also imply that social and business attributes have a notable influence on performance
traits. Given the significance of these correlations at the 0.01 level, these relationships are
statistically robust.

43
CHAPTER 5: SUMMARY
OF FINDINGS

44
 5.1 Summary of findings:
The study aimed to analyze the impact of social media marketing on brand awareness, perceived
trust, and consumer engagement in the Indian real estate market. Various statistical analyses,
including regression, correlation, and reliability tests, were conducted on data collected from 145
respondents. The findings are summarized as follows:
1. Demographic Findings
• Age Profile: The majority of respondents fell within the 20–30 years age group, indicating that
young adults are the most active demographic in engaging with real estate content on social media.
• Income Profile: Most participants had a monthly income ranging from INR 25,000 to INR 50,000,
suggesting that middle-income groups are the primary target audience for real estate companies
leveraging social media.
• Social Media Usage: About 56.6% of respondents use social media frequently, i.e., on a daily
basis. This highlights the importance of digital marketing strategies in targeting potential buyers.
• Presence of Real Estate Companies on social media: A significant number of respondents found
real estate companies' social media pages engaging, emphasizing the relevance of social media
interactions in building customer relationships.

2. Reliability Analysis
• The Cronbach’s Alpha value for the dataset was 0.925, indicating excellent internal consistency
and reliability of the scale used in the questionnaire.
• All 20 items in the survey demonstrated strong reliability, confirming that the instrument used was
effective in measuring the intended variables.

3. Regression Analysis
Regression analysis was conducted to determine the relationship between social media marketing
(SM_COMPOSITE) and dependent variables (Brand Awareness and Perceived Trust).

3.1. Social Media Marketing and Brand Awareness

• The R-value of 0.829 indicates a strong positive correlation between social media marketing and
brand awareness.

45
• The R-Square value of 0.687 suggests that 68.7% of the variance in brand awareness is
explained by social media marketing efforts.
• The p-value of 0.000 confirms statistical significance, meaning social media marketing
significantly impacts brand awareness.

3.2. Social Media Marketing and Perceived Trust

• The R-value of 0.825 demonstrates a strong correlation between social media marketing and
perceived trust.
• The R-Square value of 0.681 suggests that 68.1% of the variance in perceived trust is explained
by social media marketing.
• The F-statistic of 305.406 with a p-value of 0.000 confirms that social media marketing plays a
significant role in shaping consumer trust.

4. Correlation Analysis
• Pearson’s correlation coefficient was used to measure the strength and direction of relationships
between social media marketing (SM), brand awareness (BA), and perceived trust (PT).
• Strong positive correlations were found between all three variables, suggesting that higher social
media engagement leads to greater brand awareness and increased trust in real estate
brands.
• The significance of these correlations at the 0.01 level indicates that these relationships are
statistically robust.

5. Hypothesis Testing
The hypotheses formulated in the study were tested using statistical analysis:
• H1: Social media Marketing significantly impacts Consumer Engagement (Accepted).
• H2: Social media Marketing significantly impacts Brand Awareness (Accepted).
• H3: Social media Marketing significantly impacts Perceived Trust (Accepted).
• H4: Consumer Engagement significantly impacts Brand Awareness (Accepted).

6. Key Insights from the Study

1. Social Media as a Critical Marketing Tool

46
o Social media platforms such as Facebook, Instagram, and YouTube have become essential for real
estate marketing, influencing consumer perceptions and purchase decisions.
2. Brand Awareness Enhancement
o Engaging content such as virtual property tours, interactive advertisements, and customer
testimonials significantly improve brand recognition and recall among potential buyers.
3. Building Consumer Trust through Social Media
o Consumer trust is positively influenced by transparency in pricing, customer reviews, and active
interaction between real estate companies and users on social media.
4. Consumer Engagement as a Key Mediator
o Higher engagement (likes, comments, shares, direct messages) strengthens the relationship
between social media marketing and both brand awareness and perceived trust.
5. Strategic Implications for Real Estate Firms
o Real estate firms should focus on personalized and interactive content to enhance engagement and
trust.
o Investment in targeted social media advertising can significantly improve brand awareness.
o Encouraging customer testimonials and influencer collaborations can boost credibility and
perceived trust.

47
 CHAPTER 6:
RECOMMENDATIONS
AND CONCLUSION

48
 6.1 Suggestions:
Based on the findings of this study, the following recommendations are suggested to enhance the
effectiveness of social media marketing in influencing consumer buying behavior in the Indian
real estate sector:
1. Strengthening Social Media Strategies
• Real estate companies should leverage interactive content such as virtual property tours, live Q&A
sessions, and influencer collaborations to engage potential buyers more effectively.
• The use of high-quality visual content (videos, images, 360-degree property views) should be
prioritized to improve consumer engagement and trust.
• Companies should optimize their presence on platforms like Instagram, Facebook, and YouTube,
which have shown the highest engagement rates for real estate marketing.

2. Enhancing Consumer Engagement and Trust

• Personalized content marketing strategies, including tailored property recommendations based on
consumer preferences, should be employed to build stronger trust and relationships with buyers.
• Real estate firms must maintain transparency by providing clear pricing, property details, and real-
time customer support via social media.
• Encouraging customer testimonials and success stories on social platforms can enhance credibility
and increase consumer confidence.

3. Improving Brand Awareness through Targeted Campaigns

• Social media ads should be highly targeted based on demographics, location, and consumer
interests to ensure they reach the right audience.
• Companies should collaborate with real estate influencers, bloggers, and industry experts to
expand their reach and gain consumer trust.
• Consistent branding across all social media platforms, including company logos, themes, and
messaging, should be maintained to strengthen brand recognition.

4. Leveraging Data Analytics for Better Marketing Decisions

• Advanced analytics tools should be utilized to track consumer behavior, engagement rates, and
conversion metrics to refine marketing strategies.

49
• AI and machine learning can be employed to deliver personalized recommendations and improve
ad targeting.
• Regular monitoring of consumer feedback and sentiment analysis on social media platforms
should be conducted to understand customer preferences and improve marketing campaigns.

5. Adapting to Emerging Digital Trends

• The integration of augmented reality (AR) and virtual reality (VR) in social media marketing can
provide immersive property experiences for buyers.
• Chatbots and AI-driven customer support should be implemented to enhance responsiveness and
consumer interaction.
• Companies should explore emerging platforms such as WhatsApp Business and Telegram for
direct and personalized communication with potential buyers.

6. Enhancing Customer Engagement Through Community Building

• Creating social media groups and forums where potential buyers can discuss their concerns, share
experiences, and receive expert advice can foster a sense of community and increase brand loyalty.
• Organizing webinars and online workshops about real estate investment, home-buying tips, and
market trends can attract and retain consumer interest.

7. Regulatory and Ethical Considerations

• Real estate companies should ensure compliance with data privacy laws and ethical marketing
practices to maintain consumer trust.
• Misleading advertisements, exaggerated claims, and false promises should be avoided to prevent
reputational damage and legal repercussions.
• Transparency in transactions, clear documentation, and timely responses to consumer inquiries
should be prioritized to enhance trustworthiness.

50
Conclusion
The findings of this study highlight the significant impact of social media marketing on consumer
buying behavior in the Indian real estate sector. With an increasing number of consumers relying
on digital platforms for property research, real estate firms must strategically optimize their social
media marketing efforts to remain competitive.
The study demonstrates that social media marketing significantly influences brand awareness and
perceived trust, ultimately shaping consumer decisions. Engaging content, transparency, and
consumer interaction play a vital role in enhancing the effectiveness of social media campaigns.
Moreover, leveraging data-driven insights and emerging technologies can further improve
customer engagement and conversion rates.
As the digital landscape continues to evolve, real estate businesses must adapt by embracing
innovative marketing strategies, maintaining transparency, and prioritizing consumer trust. By
doing so, they can not only enhance their market presence but also foster long-term relationships
with buyers, ensuring sustained growth and success in the highly competitive Indian real estate
industry.

51
REFERENECS

52
• Arutinova, A. (2024). The impact of social media on consumer buying behaviour in
residential real estate in Georgia (Master's thesis, Instituto Politécnico de Bragança).
Instituto Politécnico de Bragança Digital Library.
https://bibliotecadigital.ipb.pt/handle/10198/30170
• Vasudevan, S., & Kumar, F. J. P. (2019). Changing realty: Altering paths of brand discovery
for real estate websites in India. Property Management, 37(3), 346–366.
https://doi.org/10.1108/PM-03-2018-0020
• Al-Gasawneh, J. A., AlZubi, K. N., Ngah, A. H., & Alaeddin, M. K. A. (2023).
Multidimensionality of visual social media marketing and its impact on customer purchase
intention on the real estate market. Innovative Marketing, 19(1), 101–112.
https://doi.org/10.21511/im.19(1).2023.09
• Ullah, F., Sepasgozar, S. M. E., & Wang, C. (2018). A systematic review of smart real estate
technology: Drivers of, and barriers to, the use of digital disruptive technologies and online
platforms. Sustainability, 10(9), Article 3142. https://doi.org/10.3390/su10093142
• Kendall, E. (2013). Social media's impact on real estate marketing (Master's thesis,
Liberty University). Scholars Crossing. https://digitalcommons.liberty.edu/masters/313/
• National Association of REALTORS®. (2021). Real estate in a digital age.
https://www.nar.realtor/research-and-statistics/research-reports/real-estate-in-a-digital-age
• REsimpli. (2025, February 6). 65+ real estate social media statistics: Power of platforms
(2025). https://resimpli.com/blog/real-estate-social-media-statistics/
• Reflect Digital. (n.d.). The impact of social media advertising on real estate sales.
https://www.reflectdigital.co.uk/blog/the-impact-of-social-media-advertising-on-real-
estate-sales
• Sell.Do. (2023, December 15). Digital marketing impact on real estate business.
https://www.sell.do/blog/digital-marketing-impact-on-real-estate-business
• Luxury Presence. (2024, November 10). Proven real estate social media marketing
strategies for 2025. https://www.luxurypresence.com/blogs/real-estate-social-media-
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• Design Stallion. (2024, November 20). Digital marketing for real estate to increase sales.
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• Digital Timesavers. (2024, February 22). How real estate digital marketing is evolving.
https://digitaltimesavers.com/how-real-estate-digital-marketing-is-evolving/

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ANNEXURE

55
 Questionnaire –

Demographic Questions:
1. Name:
2. Age:
• Below 20
• 20-30
• 20-40
• 40-50
• 50 and above
3. Income Level (monthly):
• Less than ₹10,000
• ₹10,000 - ₹25,000
• ₹25,001 - ₹50,000
• ₹50,001 - ₹75,000
• More than ₹75,000
4. State (currently residing in):
5. How often do you use social media?
• Rarely (once a week or less)
• Occasionally (2-3 times a week)
• Frequently (daily)
• Very Frequently (multiple times a day)
Section 1: Social Media Marketing (Independent Variable)
1. Social media platforms are a primary source of information for my real estate purchases.
o 1 = Strongly Disagree
o 2 = Disagree
o 3 = Neutral
o 4 = Agree
o 5 = Strongly Agree
2. The advertisements on social media provide relevant and useful property details.
o 1 = Strongly Disagree
56
o 2 = Disagree
o 3 = Neutral
o 4 = Agree
o 5 = Strongly Agree
3. Real estate companies use engaging content (e.g., videos, images, and virtual tours) on
social media.
o 1 = Strongly Disagree
o 2 = Disagree
o 3 = Neutral
o 4 = Agree
o 5 = Strongly Agree
4. Social media campaigns influence my perception of real estate brands.
o 1 = Strongly Disagree
o 2 = Disagree
o 3 = Neutral
o 4 = Agree
o 5 = Strongly Agree
5. Social media interactions make me more likely to trust a real estate company.
o 1 = Strongly Disagree
o 2 = Disagree
o 3 = Neutral
o 4 = Agree
5 = Strongly Agree

Section 2: Brand Awareness (Dependent Variable)

6. I can recall the names of real estate companies I have seen on social media.
o 1 = Strongly Disagree
o 2 = Disagree
o 3 = Neutral
o 4 = Agree
o 5 = Strongly Agree

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7. Social media marketing has helped me distinguish one real estate brand from another.
o 1 = Strongly Disagree
o 2 = Disagree
o 3 = Neutral
o 4 = Agree
o 5 = Strongly Agree
8. Real estate companies on social media are consistent in their branding and messaging.
o 1 = Strongly Disagree
o 2 = Disagree
o 3 = Neutral
o 4 = Agree
o 5 = Strongly Agree
9. The branding on social media makes real estate companies appear more credible.
o 1 = Strongly Disagree
o 2 = Disagree
o 3 = Neutral
o 4 = Agree
o 5 = Strongly Agree
10. Social media increases my familiarity with available real estate options in the market.
o 1 = Strongly Disagree
o 2 = Disagree
o 3 = Neutral
o 4 = Agree
o 5 = Strongly Agree

Section 3: Perceived Trust (Dependent Variable)

11. I trust real estate companies that engage actively with customers on social media.
1 = Strongly Disagree
o 2 = Disagree
o 3 = Neutral
o 4 = Agree

58
o 5 = Strongly Agree
12. Testimonials and reviews on social media influence my trust in a real estate brand.
o 1 = Strongly Disagree
o 2 = Disagree
o 3 = Neutral
o 4 = Agree
o 5 = Strongly Agree
13. I feel confident in purchasing from a real estate company with a strong social media
presence.
o 1 = Strongly Disagree
o 2 = Disagree
o 3 = Neutral
o 4 = Agree
o 5 = Strongly Agree
14. Social media campaigns make real estate companies appear transparent and trustworthy.
o 1 = Strongly Disagree
o 2 = Disagree
o 3 = Neutral
o 4 = Agree
o 5 = Strongly Agree
15. The professionalism of real estate companies on social media builds my trust in their
services.
o 1 = Strongly Disagree
o 2 = Disagree
o 3 = Neutral
o 4 = Agree
o 5 = Strongly Agree

Section 4: Consumer Engagement (Mediator)

16. I actively interact with real estate brands on social media by liking, sharing, or commenting
on their posts.

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o 1 = Strongly Disagree
o 2 = Disagree
o 3 = Neutral
o 4 = Agree
o 5 = Strongly Agree
17. I follow real estate companies on social media to stay updated on their offerings.
o 1 = Strongly Disagree
o 2 = Disagree
o 3 = Neutral
o 4 = Agree
o 5 = Strongly Agree
18. Engaging with real estate brands on social media helps me make more informed decisions.
o 1 = Strongly Disagree
o 2 = Disagree
o 3 = Neutral
o 4 = Agree
o 5 = Strongly Agree
19. I feel more connected to real estate brands that respond to my inquiries on social media.
o 1 = Strongly Disagree
o 2 = Disagree
o 3 = Neutral
o 4 = Agree
o 5 = Strongly Agree
20. My interactions with real estate companies on social media enhance my overall buying
experience.
o 1 = Strongly Disagree
o 2 = Disagree
o 3 = Neutral
o 4 = Agree
o 5 = Strongly Agree

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