| Abstract: | The purpose of this study is to investigate the effect of social media performance on sales volume.
the case of Ayat real estate companies in Addis Ababa. Real estate. it is an exchange of economic
and social structure people and groups satisfy their needs and wishes by constructing, supplying
and interchanging real estate products and services. The researcher found out various ways
through which company employed sales promotion to raise sales volume of performance. The case
of Ayat real estate. from the study, empirical data was gathered from 163 respondents using selfadministered questionnaire and analyzed using correlation and regression analysis to examine
the relationship between variables. The study also used mixed approach since both quantitative
and qualitative data were gathered. The findings of the study revealed that all the independent
variables influence the dependent variable, sales volume positively and significantly.
Based on the objective of the study, The findings from this study suggested that current levels of
real estate marketing via these social networking sites engage users enough to hold their
sufficiency threshold. Under social media here, the researcher considered five dimensions namely
customization, interaction, trendiness, electronic word of mouth and trust. The research found that
social media marketing activities positively affected customer purchase intention in the context of
real estate industry. Electronic word of mouth, trust and interactivity had relatively the highest
effect on purchase intention. Whereas, trendiness and customization had also positive and
statistically significant effect but relatively lower impact on purchase intention. Finally, all the
five proposed hypotheses were supported as all the five dimensions of social media marketing
activities had statistically significant effect on the purchase intention. The marketers of the real
estate companies should facilitate access for customers to share their positive word of mouth to
their social media mates. Besides, it needs to post and share reliable and trustworthy information
to the users. Further research could investigate how social media marketing activities influence
other industries and also investigate other different consumer groups. |
