Social network marketing and sales performance of real estate sector in Kenya: a survey of real estate companies in Nairobi

Abstract

The general objective of the study was to assess the effects of social network marketing on the sales performance of the real estate companies.Specifically, the study sought to determine the effects of type of social network marketing tool on the performance of marketing in Nairobi based real estate firms; analyze the effects of rate of usage of social network marketing on the performance of marketing in the real estate firms in Nairobi andto determine the level of marketing exposure real estate receive through social networks and sales performance of real estate in Nairobi. This study was based on technology acceptance,innovation diffusion, and the comparative approach theory.This research made use of descriptive statistic while seeking a description of information numerically. This study targeted all marketers in the various organizations with a target population of 1260 where a sample of 10% was drawn to make 126 respondents.Quantitative techniques were used to analyze the data collected from the respondents. The Statistical Package for Social Scientists (SPSS version 20) was used in the analysis of the quantitative data and the results were presented using tables. Frequencies, percentages and standard deviation were used to describe the data descriptive statistics.Correlation and regression analysis was used by the researcher forcorrelation analysis and to determine the relationship between the research variables. The findings in this study,the respondents indicated that social network marketing affect the performance of the company in a great extent. Respondents indicated social network marketing has been helpful in creating brand awareness contributing to marketing. Study participants agreed that profitability in their respective firms has increased. The results of the study correlation found out that that there existed a strong and significant as well as positive relationship between, sales performance and social network marketing. The study also found an existence of a strong as well as positive correlation between salesperformance and rate of usages as the correlation coefficient. Based on the study findings, it is recommended that Real estate companies should mix and match various mediums such emails, social media and mobile phones to reach their desired target audience. The study further recommends that the firms should come up with digital marketing strategies such as driving traffic.