Reshaping marketing through immersive technologies – an exploratory study in the Egyptian real estate sector

Mostafa ElBolok and Menatalla Kaoud

African Journal of Economic and Management Studies, 2025, vol. 17, issue 1, 72-86

Abstract: PurposeThis paper aims to explore the role of immersive technologies in reshaping the marketing techniques for the real estate industry and their effect on the consumer purchase decision process.Design/methodology/approachThe research methodology is based on a qualitative approach, utilizing the case study research method. Data collection was conducted in two phases. The first phase involved general interviews with chief executive officers from Canada and Egypt. The second phase included a site visit to the company’s location in Egypt, where observations of the technology implementation were made, along with semi-structured interviews with all involved departments. The classical model of the consumer purchase decision-making process served as a solid theoretical framework.FindingsImmersive technologies are transforming real estate marketing. It provides the buyers with an innovative customer journey, enabling a smooth customer experience and easy purchase decision, and the sellers with a simple sales journey focusing on customer preferences. The study also reveals that immersive technologies have environmental, economic and social impacts.Originality/valueThere is still a gap in marketing studies regarding the effects of immersive technologies on consumer behavior in the real estate industry, particularly in Africa. Using the classical model of consumer purchase decision, this in-depth case study provides a novel exploration of how real estate agents use immersive technologies to promote properties and how these technologies influence consumer decisions at each stage. The paper makes an empirical contribution by examining this sector in Egypt. This contributes to advancing our understanding of consumer behavior models and improving marketing practices.

Keywords: Immersive technologies; Marketing; Real estate; Virtual reality; Consumer behavior (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:eme:ajemsp:ajems-02-2024-0095

DOI: 10.1108/AJEMS-02-2024-0095

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