The Impact of Social Media Marketing (Facebook) on the Developing Housing Sector of Pakistan

Abstract

The research paper titled, “The impact of social media marketing (Facebook) on the developing housing sector of Pakistan” focuses on the objective to investigate various policies for the implementation of Facebook as a social media marketing tool to gain profitability and increase the sale generation in the real estate sector. Moreover, to identify the impact of moderating impact of purchase intention between social media marketing (Facebook advertisement) and e-commerce (real estate). With the increasing usage of social media marketing, this paper tends to identify if the developing housing sector has been impacted due to the implementation of Facebook advertisement and if yes, then to what extent does that implementation play its role. The research discusses both qualitative and quantitative aspect of the research. For quantitative, the variables taken into consideration were social media marketing (Facebook) as the independent variable, e-commerce (Developing housing sector) as a dependent variable and customer’s purchase intention as the moderating variable. While for the qualitative analysis, research question “With the implementation of social media marketing techniques, such as Facebook advertisement, does it create an impact on the developing housing sector?” was taken into consideration. The research included questionnaire and interviews based on random sampling where for the quantitative study, 123 respondents filled the questionnaire and the data was run through SPSS. While for the qualitative, 9 real estate firms were interviewed and analyzed. Both the findings support the view backed up by Chaffey’s theory that the Facebook advertisements as social media marketing play a major role in generating sales for developing housing sector in Pakistan. On the basis of the qualitative analysis, majority of the individuals believe that social media marketing plays a vital role in the enhancement of their businesses in the real estate sector while a few believe that traditional marketing can be only convenient approach. Whereas for the quantitative analysis, the findings have shown that both the hypothesis can be accepted.