Social Media Marketing: An Empirical Analysis of the Online Presence of Commercial Real Estate Brands in Germany.
||Rebitzer, Dieter W.; Jonas Haberkorn, Anna Kreutz
||Social Media Marketing: An Empirical Analysis of the Online Presence of Commercial Real Estate Brands in Germany.
||23rd Annual European Real Estate Society Conference in Regensburg, Germany
||Social media has changed the world of communications fundamentally. It has currently developed from a global phenomenon to global mainstream and has now become part of everyday life. Hyperlinking of social networks offers many opportunities to individuals, groups and companies.Due to the fact that social networks more and more become the hub of consumers' interests, it is essential to use these channels also in business for corporate success. Simply put, social media platforms offer a new way to share content and stay connected with customers and stakeholders. This applies equally to B2C and B2B. Companies that do not use this option are increasingly endangered to lose their market position.Compared to other industries, the use of social media in the real estate industry is low and still expandable. But even for real estate companies, social media is important to improve customer relationships and increase brand value. The research work is based on the analysis of 500 commercial real estate companies from 10 sub-sectors (architects, asset managers, facilities managers, funds and investors, real estate consultants, real estate agents, developers, landlords). In addition, a cluster analysis was done to show regional differences. The empirical study is focused on the most relevant social networking platforms for companies such as Facebook, LinkedIn, Twitter or Xing. It is also analyzed whether there is a correlation between the degree of social media presence and brand value.The empirical findings show the range of social media usage and contribute to a better understanding of social media behavior of the corporate brands in the German real estate economy.Keywords: Social media, real estate marketing, commercial real estate, corporate branding
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