Smart Digital Marketing Capabilities for Sustainable Property Development: A Case of Malaysia

Sheen Low, Fahim Ullah, Sara Shirowzhan, Samad M. E. Sepasgozar and Chyi Lin Lee
Additional contact information
Sheen Low: Department of Construction Management and Property, Faculty of Built Environment, University of New South Wales (UNSW), Kensington, Sydney NSW 2052, Australia
Fahim Ullah: Department of Construction Management and Property, Faculty of Built Environment, University of New South Wales (UNSW), Kensington, Sydney NSW 2052, Australia
Sara Shirowzhan: Department of Construction Management and Property, Faculty of Built Environment, University of New South Wales (UNSW), Kensington, Sydney NSW 2052, Australia
Samad M. E. Sepasgozar: Department of Construction Management and Property, Faculty of Built Environment, University of New South Wales (UNSW), Kensington, Sydney NSW 2052, Australia
Chyi Lin Lee: Department of Construction Management and Property, Faculty of Built Environment, University of New South Wales (UNSW), Kensington, Sydney NSW 2052, Australia

Sustainability, 2020, vol. 12, issue 13, 1-40

Abstract: Digital tools and marketing have been widely adopted in various industries throughout the world. These tools have enabled companies to obtain real-time customer insights and create and communicate value to customers more effectively. This study aims at understanding the principles and practices of sustainable digital marketing in the Malaysian property development industry by investigating the extent to which digital marketing has been adopted, the impediments to its adoption, and the strategies to improve digital capabilities for the local context. Digital marketing theories, practices, and models from other industries are adopted and applied to the local property development industry to lay the foundation for making it smart and sustainable. This paper proposes a marketing technology acceptance model (MTAM) for digital marketing strategy and capability development. The key factors used in the model are ease of use, perceived usefulness, perceived cost, higher return, efficiency, digital service quality, digital information quality, digital system quality, attitude towards use, and actual use. The model and hypothetical relationships of critical factors are tested using structural modeling, reliability, and validity techniques using a sample of 279 Malaysian property development sector representatives. A quantitative approach is adopted, using an online questionnaire tool to investigate the behavior of respondents on the current digital marketing practices and capabilities of Malaysian property development companies. The results show that the sample property development companies are driven by the benefit of easily obtaining real-time customer information for creating and communicating value to customers more effectively through the company brand. Further strategies, such as creating real-time interactions, creating key performance indicators to measure digital marketing, personalization, and encouraging innovation in digital marketing are most preferred by local professionals. An adoption framework is provided based on the reviewed models and results of the current study to help transform the Malaysian property development sector into a smart and sustainable property development sector by facilitating the adoption of digital technologies. The results, based on real-time data and pertinent strategies for improvement of the local property sector, are expected to pave the way for inducing sustainable digital marketing trends, enhancing capabilities, and uplifting the state of the property development sector in developing countries.

Keywords: smart digital marketing; sustainability; property digital technology; dynamic capabilities; smart property management; sustainable property development; COVID-19; smart real estate (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2020
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (17)

Downloads: (external link)
https://www.mdpi.com/2071-1050/12/13/5402/pdf (application/pdf)
https://www.mdpi.com/2071-1050/12/13/5402/ (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:gam:jsusta:v:12:y:2020:i:13:p:5402-:d:380160

Access Statistics for this article

Sustainability is currently edited by Ms. Alexandra Wu

More articles in Sustainability from MDPI
Bibliographic data for series maintained by MDPI Indexing Manager ().