The impact of Facebook on real estate sales

Hui Shi, Zhongming Ma, Dazhi Chong and Wu He

Journal of Management Analytics, 2021, vol. 8, issue 1, 101-112

Abstract: Businesses have been using social media to promote products and services to increase sales. This paper aims to study the impact of Facebook on real estate sales. First, we examine how realtors’ activities on Facebook business pages are associated with real estate sales. Then, we include time lags in analysis because a time lag can be expected between activates on Facebook and a resulting real estate transaction. For the collected datasets, the results suggest that: (1) The total numbers of Facebook likes, links, and stories are positively associated with real estate sales; (2) The average sentiment score of Facebook posts is negatively associated with real estate sales; (3) The influence of activities on Facebook has a time lag effect on real estate sales. The research findings can be used by real estate stakeholders to promote and potentially forecast sales.

Date: 2021
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DOI: 10.1080/23270012.2020.1858985

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