Analysis of Homebuyers’ Expectations and Marketers’ Perceptions of Real Estate Social Media Content in Georgia

Anjelika Arutinova (), Anna Gogichadze (), Manuel Fonseca (), Nuno A. Ribeiro () and Paula Odete Fernandes ()
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Anjelika Arutinova: Instituto Politécnico de Bragança, Campus Sta. Apolónia
Anna Gogichadze: Business and Technology University
Manuel Fonseca: UNIAG, Instituto Politécnico de Viana do Castelo
Nuno A. Ribeiro: UNIAG, Instituto Politécnico de Bragança, Campus Sta. Apolónia
Paula Odete Fernandes: UNIAG, Instituto Politécnico de Bragança, Campus Sta. Apolónia

Chapter 27 in Management, Tourism, and Smart Technologies, Vol 2, 2026, pp 327-336 from Springer

Abstract: Abstract The real estate sector in Georgia plays a significant role in the country’s Gross Domestic Product (GDP), with the market size-to-GDP ratio showing consistent growth. Georgians actively use social media in all aspects of their lives, prompting companies, including those in property development, to adopt this channel as a primary means of connecting with customers. Despite its popularity, there is still a lack of empirical evidence on effective social media marketing tactics. This study aims to investigate the characteristics of information acquisition by homebuyers, their trust in social media content, and the alignment between marketing experts’ strategies and consumers’ behavioural patterns. The study analysed survey results from 252 homebuyers and 53 real estate marketing experts. The findings indicate that Georgian homebuyers have a moderate level of trust in social media content, suggesting that marketers need to address this issue to build greater trust. Based on the results, customers prefer simple content formats, with an emphasis on transparency regarding price, location, and property size information. Additionally, marketing managers are recommended to utilise diverse communication channels for information dissemination. This study provides valuable insights for developing effective marketing strategies in the residential real estate sector, offering guidance to improve communication plans and enhance company profitability.

Keywords: Social media; Real estate marketing; Social media strategy (search for similar items in EconPapers)
Date: 2026
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DOI: 10.1007/978-3-032-24600-4_27

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