A Study of the Impact of Social Media Marketing Efforts on Brand Awareness in the Real Estate Industry in Vietnam

Abstract

Vietnam's real estate market has grown enormously as the government promotes public investment. In particular, the COVID-19 pandemic has had a great impact on changing consumer habits. Customers often search for information about real estate projects and brands through social media platforms before consulting relatives or brokers. A brand with a higher level of awareness will be more valuable and trusted by many customers choosing projects. Therefore, it can be affirmed that it is necessary to determine the influence of social media marketing efforts on brand awareness. This study examined the relationship between social media marketing efforts and customer brand awareness in the real estate industry in Vietnam. This study employed a deductive methodology coupled with a quantitative approach. The data collected from six hundred real estate clients were subjected to Cronbach's Alpha reliability analysis, exploratory factor analysis, correlation analysis, multiple regression, T-Test, and ANOVA techniques to determine the existence of an indirect relationship. According to the findings of this study, social media marketing efforts include five factors: Interaction, Trendiness, Entertainment, Customization, and Electronic Word of Mouth (eWOM) positively impact real estate customers' brand awareness. While customization significantly influences the customer's brand awareness, Trendiness has little impact on consumers' brand awareness. Still, it remains a crucial factor in enhancing the efficacy of social media marketing. Thus, real estate enterprises must improve social media marketing efforts to collect information efficiently, reach target customers, and facilitate sales.