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

1 Citation (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.
LanguageEnglish
Pages53-76
Number of pages23
JournalJournal of Euromarketing
Volume14
Issue number4
DOIs
Publication statusPublished - Aug 2005

Fingerprint

marketing
buying behavior
Canada
Internet
online service
service provision
gender
manager
experience
Buyers
Internet marketing
World Wide Web
Cross-national
effect
on-line service
Managers
Buying behaviour
Online services
Service provision
Educational level

Keywords

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

Cite this

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Internet marketing and the realty sector: some cross-national insights from Canada and the UK. / Sakalaskaus, D.; Ibeh, K.I.N.

In: Journal of Euromarketing, Vol. 14, No. 4, 08.2005, p. 53-76.

Research output: Contribution to journalArticle

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