Impact of Digital Marketing on Real Estate Customer Patronage in Federal Capital City (FCC) Abuja, Nigeria

Abstract

Internet, social media, mobile apps, and other digital communications technologies have become part of everyday life for billions of people around the world. It is therefore critical to examine the impact such phenomenon is having the basic essential need of Man (i.e., shelter) particularly in cosmopolitan cities. The study examined the impact of digital marketing on the real estate disposal and customer patronage in the Federal Capital City Abuja, Nigeria. The study adopted survey design. Data collected by the researchers for the study were presented using statistical tools required for data analysis. The Regression Analysis using ANOVA was adopted to analyze the variables of digital marketing on real estate customer patronage. The study reveals that there is a positive relationship between digital marketing and customer patronage. This is evidenced by coefficient value of 0.621. Statistically, the Sig. value of 0.021 is lower than the acceptable significance value of 0.05. Also the result reveals a positive impact of image management on customer patronage. This is evidenced by coefficient value of 0.591. Statistically, the Sig. value of 0.008 is lower than the acceptable significance value of 0.05. The study therefore concludes that digital marketing and image management are the key promoters of real estate customer patronage in federal capital city Abuja, Nigeria. It therefore recommends that digital creative ideas from employees across the organizations is advocated to be given the desired level of attention. This will encourage more digital marketing innovations within the organization that will enhance patronage. Also, business organization should continuously improve the effectiveness of their image management in order to accelerate their overall performance.