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2024-07-14
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How to Cite
THE INFLUENCE OF SOCIAL MEDIA ON SUSTAINABLE REAL ESTATE OUTCOMES IN THAILAND
Worawut Leelanapasak
College of Digital Innovation Technology, Rangsit University, Thailand
Somchai Lekcharoen
College of Digital Innovation Technology, Rangsit University, Thailand
Sumaman Pankham
College of Digital Innovation Technology, Rangsit University, Thailand
Abstract
The research examined the discrepancies in implementing sustainable real estate outcomes by offering social media tools pertinent to environmental business practices and assessing results according to consumer expectations. Mixed-methods research was employed, commencing with the qualitative segment that utilised the Rough Set e-Delphi technique, including 21 expert panellists associated with sustainability and real estate. A quantitative study phase was conducted, involving an online survey of 740 participants engaged in real estate transactions, including buying, selling, renting, and investing, throughout 2023-2024. The findings indicate that specific social media elements significantly predict sustainable outcomes in the real estate sector, especially for environmentally conscious target groups, with a prediction accuracy of 75% (R² = 0.75). In summary, entrepreneurs can achieve Sustainable Real Estate Outcomes (SOC) and establish a sustainable competitive advantage by effectively managing Content Marketing (CTM) and Customer Perceived Value (CPV), emphasising favourable effects on Brand Image (BIM) and enhancing Customer Engagement (CEG). This study identified social media and marketing methods that can be effectively implemented to achieve sustainable outcomes in the Real Estate sector, offering useful insights to aspiring entrepreneurs and researchers.
