IDEAS home Printed from https://ideas.repec.org/a/spr/gjorer/v10y2024i1d10.1365_s41056-024-00071-3.html
   My bibliography  Save this article

Digital intelligence and real estate digital marketing in Nigeria: practitioner’s appraisal
[Digitale Intelligenz und digitales Immobilienmarketing in Nigeria: Einschätzung eines Praktikers]

Author

Listed:
  • David Oluwatofunmi Akinwamide

    (Edinburgh Napier University)

  • Michael Ayodele Olukolajo

    (Federal University of Technology Akure)

Abstract

Digital disruption in real estate transactions has led to the full adoption of digital marketing in real estate agency services. However, the demand for sustainability in real estate agency service requires adopting digital skills and competencies to achieve effective and efficient real estate digital marketing. This study examines Estate Surveyors and Valuers’ perceptions of the relevance of digital intelligence for sustainable real estate digital marketing in Nigeria, using Edo State as the study area. The data for the survey were sourced from 120 registered and practicing Estate Surveyors and Valuers (ESVs) using structured questionnaires, out of which 100 (83.33%) were retrieved and found suitable for analysis. Mean score, cross-tabulation, and chi-square were employed for data analysis. Findings indicated that social media marketing and e‑mail marketing are the highest-ranked digital marketing channels adopted among the surveyed respondents. Also, chi-square results show that there is a significant relationship between the relevance of digital intelligence and the level of usage of social media marketing, the relevance of digital intelligence and the level of usage of e‑mail marketing, and the relevance of digital intelligence and the level of usage of affiliate marketing. It was recommended, among others, that ESVs should invest in themselves and their staff in terms of training to raise their competency to harness the opportunities in technology to enhance their professional practice.

Suggested Citation

  • David Oluwatofunmi Akinwamide & Michael Ayodele Olukolajo, 2024. "Digital intelligence and real estate digital marketing in Nigeria: practitioner’s appraisal [Digitale Intelligenz und digitales Immobilienmarketing in Nigeria: Einschätzung eines Praktikers]," Zeitschrift für Immobilienökonomie (German Journal of Real Estate Research), Springer;Gesellschaft für Immobilienwirtschaftliche Forschung e. V., vol. 10(1), pages 39-55, December.
    • Handle: RePEc:spr:gjorer:v:10:y:2024:i:1:d:10.1365_s41056-024-00071-3
    DOI: 10.1365/s41056-024-00071-3
    as

    Download full text from publisher

    File URL: http://link.springer.com/10.1365/s41056-024-00071-3
    File Function: Abstract
    Download Restriction: no
    File URL: https://libkey.io/10.1365/s41056-024-00071-3?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Kannan, P.K. & Li, Hongshuang “Alice”, 2017. "Digital marketing: A framework, review and research agenda," International Journal of Research in Marketing, Elsevier, vol. 34(1), pages 22-45.
    2. Fahim Ullah & Samad M. E. Sepasgozar, 2020. "Key Factors Influencing Purchase or Rent Decisions in Smart Real Estate Investments: A System Dynamics Approach Using Online Forum Thread Data," Sustainability, MDPI, vol. 12(11), pages 1-36, May.
    3. Sheen Low & Fahim Ullah & Sara Shirowzhan & Samad M. E. Sepasgozar & Chyi Lin Lee, 2020. "Smart Digital Marketing Capabilities for Sustainable Property Development: A Case of Malaysia," Sustainability, MDPI, vol. 12(13), pages 1-40, July.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Le Tung Bach, 2023. "The behavioral intention to adopt Proptech services in Vietnam real estate market," Papers 2312.06994, arXiv.org.
    2. Su, Jingqin & Zhang, Yajie & Wu, Xianyun, 2023. "How market pressures and organizational readiness drive digital marketing adoption strategies' evolution in small and medium enterprises," Technological Forecasting and Social Change, Elsevier, vol. 193(C).
    3. Sheen Low & Fahim Ullah & Sara Shirowzhan & Samad M. E. Sepasgozar & Chyi Lin Lee, 2020. "Smart Digital Marketing Capabilities for Sustainable Property Development: A Case of Malaysia," Sustainability, MDPI, vol. 12(13), pages 1-40, July.
    4. Zarqa Shaheen Ali & Jiachen Song, 2022. "Digital Platforms and Real Estate Industry during COVID-19," International Real Estate Review, Global Social Science Institute, vol. 25(4), pages 499-523.
    5. Ritu Agarwal & Michelle Dugas & Guodong (Gordon) Gao & P. K. Kannan, 2020. "Emerging technologies and analytics for a new era of value-centered marketing in healthcare," Journal of the Academy of Marketing Science, Springer, vol. 48(1), pages 9-23, January.
    6. Dominik M. Wielgos & Christian Homburg & Christina Kuehnl, 2021. "Digital business capability: its impact on firm and customer performance," Journal of the Academy of Marketing Science, Springer, vol. 49(4), pages 762-789, July.
    7. Krzysztof BORODAKO & Jadwiga BERBEKA & Michał RUDNICKI & Mariusz ŠAPCZYŃSKI, 2021. "Online Visibility and Knowledge-Intensive Business Services Performance: The Scope of Interrelatedness," Journal of Emerging Trends in Marketing and Management, The Bucharest University of Economic Studies, vol. 1(1), pages 157-173, August.
    8. Cai, Ya-Jun & Lo, Chris K.Y., 2020. "Omni-channel management in the new retailing era: A systematic review and future research agenda," International Journal of Production Economics, Elsevier, vol. 229(C).
    9. Gerrath, Maximilian H.E.E. & Usrey, Bryan, 2021. "The impact of influencer motives and commonness perceptions on follower reactions toward incentivized reviews," International Journal of Research in Marketing, Elsevier, vol. 38(3), pages 531-548.
    10. Bayer, Emanuel & Srinivasan, Shuba & Riedl, Edward J. & Skiera, Bernd, 2020. "The impact of online display advertising and paid search advertising relative to offline advertising on firm performance and firm value," International Journal of Research in Marketing, Elsevier, vol. 37(4), pages 789-804.
    11. Rocsana Bucea-Manea-Țoniș & Oliva Maria Dourado Martins & Dragan Ilic & Mădălina Belous & Radu Bucea-Manea-Țoniș & Cezar Braicu & Violeta-Elena Simion, 2020. "Green and Sustainable Public Procurement—An Instrument for Nudging Consumer Behavior. A Case Study on Romanian Green Public Agriculture across Different Sectors of Activity," Sustainability, MDPI, vol. 13(1), pages 1-25, December.
    12. Janusz Wielki, 2020. "Analysis of the Role of Digital Influencers and Their Impact on the Functioning of the Contemporary On-Line Promotional System and Its Sustainable Development," Sustainability, MDPI, vol. 12(17), pages 1-20, September.
    13. Georgios Polydoros, 2022. "Digital Marketing Techniques and Tools in Covid-19 era," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 6(11), pages 86-91, November.
    14. Rafał Blazy & Jakub Błachut & Agnieszka Ciepiela & Rita Łabuz & Renata Papież, 2021. "Thermal Modernization Cost and the Potential Ecological Effect—Scenario Analysis for Thermal Modernization in Southern Poland," Energies, MDPI, vol. 14(8), pages 1-16, April.
    15. Belém Barbosa & José Ramón Saura & Dag Bennett, 2024. "How do entrepreneurs perform digital marketing across the customer journey? A review and discussion of the main uses," The Journal of Technology Transfer, Springer, vol. 49(1), pages 69-103, February.
    16. Piepponen, Amanda & Ritala, Paavo & Keränen, Joona & Maijanen, Päivi, 2022. "Digital transformation of the value proposition: A single case study in the media industry," Journal of Business Research, Elsevier, vol. 150(C), pages 311-325.
    17. Ana Alina Tudoran, 2022. "A machine learning approach to identifying decision-making styles for managing customer relationships," Electronic Markets, Springer;IIM University of St. Gallen, vol. 32(1), pages 351-374, March.
    18. Liu, Guohui & Zhang, Weiguo & Chen, Yan, 2024. "Being a householder speaking a foreign language: Foreign language proficiency and the internet technology adoption of the household," Technology in Society, Elsevier, vol. 78(C).
    19. Tilman Santarius & Johanna Pohl & Steffen Lange, 2020. "Digitalization and the Decoupling Debate: Can ICT Help to Reduce Environmental Impacts While the Economy Keeps Growing?," Sustainability, MDPI, vol. 12(18), pages 1-20, September.
    20. Carlson, Keith & Kopalle, Praveen K. & Riddell, Allen & Rockmore, Daniel & Vana, Prasad, 2023. "Complementing human effort in online reviews: A deep learning approach to automatic content generation and review synthesis," International Journal of Research in Marketing, Elsevier, vol. 40(1), pages 54-74.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:spr:gjorer:v:10:y:2024:i:1:d:10.1365_s41056-024-00071-3. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.