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THE ROLE OF DIGITAL MARKETING AND FACTORS AFFECTING THE DECISION-MAKING PROCESS

R. Vira, A. Freimane-Singha

Abstract

The purpose of this paper is to study the influential factors in the decision to rent apartments - using digital marketing. The research has been conducted on the American Real Estate Company "Village Gate." The factors affecting the decision-making process in renting an apartment are a major issue for not just Village Gate, but a topical issue for many real estate companies, considering the rapid development of the digital environment. However, to analyze more broadly, it is initially necessary to understand the factors influencing the digital marketing of one company in the buyer's decision-making process to complement the research of other companies in the future and then to be able to analyze the region more widely in the future. The analysis focused on marketing channels of various origins, including custom marketing and digital marketing. To carry out the analysis of the paper, authors of the work has acquainted with various digital marketing literature, identified critical, influencing factors, developed a theoretical basis and raised four research questions:What is Village Gate Customer's attitude to company`s digital marketing? Does the digital marketing channel, presentation, and format used play a role in noticing Village Gate advertisements on the Internet? What are the consumer's favorite marketing channels in real estate? What are the factors influencing the decision to rent an apartment? Survey and focus group were chosen to reflect the influential factors in the decision to rent apartments. 81% of surveyed residents recognized that digital marketing has a major role to play in business and focus group members are very positive about digital marketing.

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DOI resolver: doi.org/10.5593/sgemsocial2018/1.5/S05.142

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