The Influence of Integrated Communication in Digital Marketing

Ariana-Mihaela Stä‚nescu (), Nicolae Razvan Ciobanu () and Anca Francisca Cruceru ()
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Ariana-Mihaela Stä‚nescu: The Bucharest University of Economic Studies
Nicolae Razvan Ciobanu: The Bucharest University of Economic Studies
Anca Francisca Cruceru: The Bucharest University of Economic Studies

Journal of Emerging Trends in Marketing and Management, 2024, vol. 1, issue 4, 6-15

Abstract: This article explores the impact of Integrated Marketing Communication (IMC) on purchasing decisions in the real estate sector, with a particular focus on how the communication message delivered through digital commu-nication channels can influence the choice of buyers in Romania, especially in Bucharest. In a market where information is abundant, the IMC strategy stands out for its ability to create coherent and aligned messaging across various digital channels, providing a unique experience and contributing to increased consumer loyalty. The main goal of the study is to identify the most effective digital communication channels used in real estate to attract customers and increase customer loyalty. For this purpose, qualitative research was conducted, based on an in-depth interview with 15 respondents interested in real estate offers in Bucharest. The objectives of the research were aimed at identifying the digital communication channels preferred by consumers, knowing the main communication barriers at the level of perception of the message conveyed, analyzing the key factors in promoting customer loyalty in real estate The content analysis revealed that factors such as the transparency of the communication message, the clarity of the presentation of real estate offers and the use of integrated com-munication channels play a central role in determining the choice of different types of housing. Consumers' preferences are directed towards offers that emphasize concrete benefits communicated through a single com-munication message delivered through different digital channels. At the same time, the conclusion of the re-search emphasizes the need to adapt the CIM to overcome communication barriers such as ambiguity of offer information, lack of trust in the information conveyed, ambiguity of offer information, and low level of legal and tax knowledge of customers. The study provides valuable insights into the managerial implications of de-veloping integrated marketing communication strategies, especially in the online environment, which will sig-nificantly contribute to improving the ways in which real estate offers are communicated and, at the same time, to strengthening customer trust and increasing loyalty in the Romanian real estate market.

Keywords: IMC; digital communication channel; qualitative research; real estate market. (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:aes:jetimm:v:1:y:2024:i:4:p:6-15

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