Impact of Digital Advertising on Performance of Real Estate Firms: a Case of Username Investments Ltd

Abstract

The main objective of the study was to analyze the impact of digital advertising on performance of real estates in Nairobi, a case of Username Investments Ltd. Advertising has been used as a tool for social influence, in the creation of new habits and in dictating consumption behavior in our everyday lives. The real estate industry in Kenya has been growing, necessitating each firm to boost their modes of creating awareness to the target communities, counties, and countries. The specific objectives of the study were to establish the extent to which digital advertising was applied at Username Investments Ltd; to find out the tactics and strategies used in digital advertising at Username Investments Ltd; and to assess the impact of use of digital advertising on organizational performance at Username Investments Ltd. The study was anchored on two theories, namely the Comparative Approach Theory and the Evaluation Theory, whose relevance to the research was supported by the literature reviewed. A sample of 25 respondents was picked from all the seven departments at Username Investment Ltd, targeting senior management, supervisors and middle level managers, using purposive-judgemental sampling. Primary data was collected using semi-structured questionnaires, and a response rate of 80% was achieved. Descriptive and inferential statistics were used in the data analysis. Majority of the respondents indicated that digital advertising was used to a very great extent; ranking as: social media, web solutions, mobile marketing and least was email marketing. Among the tactics and strategies used by Username Investment ltd in digital advertising are targeted online advertising, search engine optimization, social media marketing and remarketing campaigns. In assessing the impact of use of digital advertising on organizational performance at Username Investments Ltd, the study noted that there was a strong positive correlation between performance and web solutions as well as mobile marketing. In conclusion, therefore, a positive correlation means that, as digital advertisement tools increase, the performance of the company also increases. The study recommends that the real estate industry prioritize investing in high-impact digital advertising tools and adopt modern strategies to enhance performance in this evolving digital era for digital customers. Finally, the study outlined suggestions for further study, aimed at improving literature on the real estate industry in Kenya and the world. This include a study employing longitudinal research design, a case study in another major real estate firm, a similar study in other countries, and same study variables in a different industry.