The Impact of Advertising Appeal on Real Estate Purchase Intention

Nilakshika Madhumali Subasinghe and Sudath Weerasiri
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Nilakshika Madhumali Subasinghe: University of Kelaniya, Sri Lanka
Sudath Weerasiri: University of Kelaniya, Sri Lanka

International Journal of Customer Relationship Marketing and Management (IJCRMM), 2024, vol. 15, issue 1, 1-16

Abstract: This study examines the impact of emotional, moral, and rational appeals on the intention to purchase real estate in Sri Lanka.The findings suggest that all three advertising appeals significantly correlate to buying real estate during the crisis period. Of all these appeals, the rational appeal exhibits the most robust correlation with the intent to purchase. In total, 288 usable questionnaires formed the data basis of the research. Data is gathered through a designed survey questionnaire targeting individuals between the ages of 18 and 34 who reside in the Western Province. In terms of methodology, employ a structural equation model (S.E.M.) and other descriptive statistics methods like mean, pie chart, and bar chart using RStudio and Excell tools. Empirically suggested that education level can impact consumers' purchase intention, a notion with that it is not confirmed that education level has a moderating impact on the relationship between advertising appeal and customer buying intention in the real estate industry, based on the Sri Lankan context.

Date: 2024
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