THE IMPACT OF INTERNET OF THINGS (IOT) AND DIGITAL MARKETING ON CUSTOMER ENGAGEMENT IN THE EGYPTIAN REAL ESTATE INDUSTRY

Authors

  • Yara A. Ebeid, Prof. Dr. Ashraf Labib, Dr. Dina Elsalmy Author

Abstract

This study explores the combined impact of the Internet of Things (IoT) and

digital marketing on customer engagement in the Egyptian real estate market. While previous

research has focused separately on the effects of IoT or digital marketing, this research

examines both variables together. Using a quantitative approach, data was collected from 396

customers, and the analysis conducted with Smart PLS software revealed a significant

positive impact of IoT, particularly through smart home technologies, alongside digital

marketing strategies. The findings highlight the potential of integrating these two elements to

enhance customer satisfaction, deepen engagement, and provide a competitive advantage in

the real estate industry, offering valuable insights for stakeholders to improve customer

interactions and adapt to market trends.

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Published

2024-12-31

Issue

Vol. 6 No. 2 (2024)

Section

Articles

How to Cite

THE IMPACT OF INTERNET OF THINGS (IOT) AND DIGITAL MARKETING ON CUSTOMER ENGAGEMENT IN THE EGYPTIAN REAL ESTATE INDUSTRY. (2024). Journal of Research Administration, 6(2), 962-984. https://journlra.org/index.php/jra/article/view/2054