Abstract:
Objectives: Present study analyzes the impact of trustworthiness, perceived usefulness of Facebook advertisement and social media usage on purchase intention of Real Estate customers through Facebook advertisement. Background: In this study usefulness of Facebook advertisement is highlighted which is an integral component in current marketing paradigm shift. A case of real estate marketing through Facebook in twin cities Rawalpindi and Islamabad is used to highlight this aspect. Methodology: In this study, the population is the customers of real estate sector that are using Facebook from twins’ cities Rawalpindi and Islamabad. Sample of 250 respondents is collected through Online Google form from the users of various properties selling Facebook Pages and collected data is analyzed with Frequency Distribution, Correlation and Regression Analysis. Results/Outcomes: This research study found that perceived usefulness, trustworthiness and social media usage strongly and positively influence customers' intention to purchase from Facebook advertisement
