Internet marketing and the realty sector: some cross-national insights from Canada and the UK

D. Sakalaskaus, K.I.N. Ibeh

Research output: Contribution to journalArticle

2 Citations (Scopus)

Abstract

Based on a sample of 135 recent Canadian and British property buyers, this paper explores the effects of increasing integration of Internet-related technologies on buying behaviour within the largely neglected, but important, realty sector. Its key findings include the increasing (but non-dominant) use of the medium in searching for realty-related information (in Canada to a greater extent); the continued relevance of gender and educational levels in predicting realty-related Internet usage; the importance of online service provision in lowering 'offline' expectations; and the positive association between online realty experience and property buyer-realtor relationships. The implications of these findings for managers of realty businesses in Canada, the UK and beyond are discussed.
Original languageEnglish
Pages (from-to)53-76
Number of pages23
JournalJournal of Euromarketing
Volume14
Issue number4
DOIs
Publication statusPublished - Aug 2005

Keywords

  • the internet
  • buying behavior
  • realty services
  • relationships
  • Canada
  • the UK

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