Smart digital marketing capabilities for sustainable property development: a case of Malaysia
Article
Low, Sheen, Ullah, Fahim, Shiwrozhan, Sara, Sepasgozar, Samad M. E. and Lee, Chyi Lin. 2020. "Smart digital marketing capabilities for sustainable property development: a case of Malaysia." Sustainability. 12 (13), pp. 1-40. https://doi.org/10.3390/su12135402
| Article Title | Smart digital marketing capabilities for sustainable property development: a case of Malaysia |
|---|---|
| ERA Journal ID | 41498 |
| Article Category | Article |
| Authors | Low, Sheen (Author), Ullah, Fahim (Author), Shiwrozhan, Sara (Author), Sepasgozar, Samad M. E. (Author) and Lee, Chyi Lin (Author) |
| Journal Title | Sustainability |
| Journal Citation | 12 (13), pp. 1-40 |
| Article Number | 5402 |
| Number of Pages | 40 |
| Year | 2020 |
| Publisher | MDPI AG |
| Place of Publication | Switzerland |
| ISSN | 2071-1050 |
| Digital Object Identifier (DOI) | https://doi.org/10.3390/su12135402 |
| Web Address (URL) | https://www.mdpi.com/2071-1050/12/13/5402 |
| 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 | COVID-19; dynamic capabilities; property digital technology; smart digital marketing; smart property management; smart real estate; sustainability; sustainable property development |
| ANZSRC Field of Research 2020 | 339999. Other built environment and design not elsewhere classified |
| Byline Affiliations | University of New South Wales |
| Institution of Origin | University of Southern Queensland |
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Munawar, Hafiz Suliman, Ullah, Fahim, Qayyum, Siddra, Khan, Sara Imran and Mojtahedi, Mohammad. 2021. "UAVs in disaster management: application of integrated aerial Imagery and convolutional neural network for flood detection." Sustainability. 13 (14), pp. 1-22. https://doi.org/10.3390/su13147547A conceptual framework for blockchain smart contract adoption to manage real estate deals in smart cities
Ullah, Fahim and Al-Turjman, Fadi. 2023. "A conceptual framework for blockchain smart contract adoption to manage real estate deals in smart cities." Neural Computing and Applications. 35 (7), p. 5033–5054. https://doi.org/10.1007/s00521-021-05800-6Investigating the flood damages in Lower Indus Basin since 2000: spatiotemporal analyses of the major flood events
Atif, Salman, Umar, Muhammad and Ullah, Fahim. 2021. "Investigating the flood damages in Lower Indus Basin since 2000: spatiotemporal analyses of the major flood events." Natural Hazards. 108, pp. 2357-2383. https://doi.org/10.1007/s11069-021-04783-wRisk management in sustainable smart cities governance: a TOE framework
Ullah, Fahim, Qayyum, Siddra, Thaheem, Muhammad Jamaluddin, Al-Turjman, Fadi and Sepasgozar, Samad M.E.. 2021. "Risk management in sustainable smart cities governance: a TOE framework." Technological Forecasting and Social Change. 167. https://doi.org/10.1016/j.techfore.2021.120743Advertising through UAVs: Optimized path system for delivering smart real‐estate advertisement materials
Ullah, Fahim, Al-Turjman, Fadi, Qayyum, Siddra, Inam, Hina and Imran, Muhammad. 2021. "Advertising through UAVs: Optimized path system for delivering smart real‐estate advertisement materials." International Journal of Intelligent Systems. 36 (7), pp. 3429-3463. https://doi.org/10.1002/int.22422Modelling users’ perception of the online real estate platforms in a digitally disruptive environment: an integrated KANO-SISQual approach
Ullah, Fahim, Sepasgozar, Samad M.E., Shiwrozhan, Sara and Davis, Steven. 2021. "Modelling users’ perception of the online real estate platforms in a digitally disruptive environment: an integrated KANO-SISQual approach." Telematics and Informatics. 63. https://doi.org/10.1016/j.tele.2021.101660Application of deep learning on UAV-based aerial images for flood detection
Munawar, Hafiz Suliman, Ullah, Fahim, Qayyum, Siddra and Heravi, Amirhossein. 2021. "Application of deep learning on UAV-based aerial images for flood detection." Smart Cities. 4 (3), pp. 1220-1243. https://doi.org/10.3390/smartcities4030065Best Value Contractor Selection in Road Construction Projects: ANP-Based Decision Support System
Hasnain, Muhammad, Thaheem, Muhammad Jamaluddin and Ullah, Fahim. 2018. "Best Value Contractor Selection in Road Construction Projects: ANP-Based Decision Support System." International Journal of Civil Engineering. 16 (6), pp. 695-714. https://doi.org/10.1007/s40999-017-0199-2Concession period of public private partnership projects: industry–academia gap analysis
Ullah, Fahim and Thaheem, Muhammad Jamaluddin. 2018. "Concession period of public private partnership projects: industry–academia gap analysis." The International Journal of Construction Management. 18 (5), pp. 418-429. https://doi.org/10.1080/15623599.2017.1333400A systematic review of smart real estate technology: drivers of, and barriers to, the use of digital disruptive technologies and online platforms
Ullah, Fahim, Sepasgozar, Samad M.E. and Wang, Changxin. 2018. "A systematic review of smart real estate technology: drivers of, and barriers to, the use of digital disruptive technologies and online platforms." Sustainability. 10 (9), pp. 1-44. https://doi.org/10.3390/su10093142System dynamics model to determine concession period of PPP infrastructure projects: overarching effects of critical success factors
Ullah, Fahim, Thaheem, Muhammad Jamaluddin, Sepasgozar, Samad M. E. and Forcada, Nuria. 2018. "System dynamics model to determine concession period of PPP infrastructure projects: overarching effects of critical success factors." Journal of Legal Affairs and Dispute Resolution in Engineering and Construction. 10 (4). https://doi.org/10.1061/(ASCE)LA.1943-4170.0000280The performance gap in energy-efficient office buildings: how the occupants can help?
Ali, Qadeer, Thaheem, Muhammad Jamaluddin, Ullah, Fahim and Sepasgozar, Samad M. E.. 2020. "The performance gap in energy-efficient office buildings: how the occupants can help?" Energies. 13 (6). https://doi.org/10.3390/en13061480Key factors influencing purchase or rent decisions in smart real estate investments: a system dynamics approach using online forum thread data
Ullah, Fahim and Sepasgozar, Samad M. E.. 2020. "Key factors influencing purchase or rent decisions in smart real estate investments: a system dynamics approach using online forum thread data." Sustainability. 12 (11), pp. 1-36. https://doi.org/10.3390/su12114382Contingency release during project execution: the contractor’s decision-making dilemma
Ayub, Bilal, Thaheem, Muhammad Jamaluddin and Ullah, Fahim. 2019. "Contingency release during project execution: the contractor’s decision-making dilemma." Project Management Journal. 50 (6), pp. 734-748. https://doi.org/10.1177/8756972819848250Six Sigma in construction: a review of critical success factors
Qayyum Siddiqui, Siddra, Ullah, Fahim, Thaheem, Muhammad Jamaluddin and Gabriel, Hamza Farooq. 2016. "Six Sigma in construction: a review of critical success factors." International Journal of Lean Six Sigma. 7 (2), pp. 171-186. https://doi.org/10.1108/ijlss-11-2015-0045Labor Productivity Assessment Using Activity Analysis on Semi High-Rise Building Projects in Pakistan
Sheikh, Noaman Akbar, Ullah, Fahim, Ayub, Bilal and Thaheem, Muhammad Jamaluddin. 2017. "Labor Productivity Assessment Using Activity Analysis on Semi High-Rise Building Projects in Pakistan." Engineering Journal. 21 (4), pp. 273-286. https://doi.org/10.4186/ej.2017.21.4.273Influence of Six Sigma on project success in construction industry of Pakistan
Ullah, Fahim, Thaheem, Muhammad Jamaluddin, Qayyum Siddiqui, Siddra and Khurshid, Muhammad Bilal. 2017. "Influence of Six Sigma on project success in construction industry of Pakistan." The TQM Journal. 29 (2), pp. 276-309. https://doi.org/10.1108/TQM-11-2015-0136Examining the impact of students’ attendance, sketching, visualization, and tutors experience on students’ performance: a case of building structures course in construction management
Ullah, Fahim, Sepasgozar, Samad, Tahmasebinia, Faham, Sepasgozar, Saleh Mohammad Ebrahimzadeh and Davis, Steven. 2020. "Examining the impact of students’ attendance, sketching, visualization, and tutors experience on students’ performance: a case of building structures course in construction management." Construction Economics and Building. 20 (3), pp. 78-102. https://doi.org/10.5130/AJCEB.v20i3.7056Competitiveness in the construction industry: A contractor’s perspective on barriers to improving the construction industry performance
Azeem, Moazzam, Ullah, Fahim, Thaheem, Muhammad J. and Qayyum, Siddra. 2020. "Competitiveness in the construction industry: A contractor’s perspective on barriers to improving the construction industry performance." Journal of Construction Engineering, Management & Innovation. 3 (3), pp. 193-219. https://doi.org/10.31462/jcemi.2020.03193219Empirical evidence of extension of time in construction projects
Shabbar, Haroon, Ullah, Fahim, Ayub, Bilal, Thaheem, Muhammad Jamaluddin and Gabriel, Hamza Farooq. 2017. "Empirical evidence of extension of time in construction projects." Journal of Legal Affairs and Dispute Resolution in Engineering and Construction. 9 (3). https://doi.org/10.1061/(ASCE)LA.1943-4170.0000217It's all about perceptions: A DEMATEL approach to exploring user perceptions of real estate online platforms
Ullah, Fahim, Sepasgozar, Samad M. E., Thaheem, Muhammad Jamaluddin, Wang, Changxin Cynthia and Imran, Muhammad. 2021. "It's all about perceptions: A DEMATEL approach to exploring user perceptions of real estate online platforms." Ain Shams Engineering Journal. 12 (4), pp. 4297-4317. https://doi.org/10.1016/j.asej.2021.04.023Addressing disasters in smart cities through UAVs path planning and 5G communications: A systematic review
Qadir, Zakria, Ullah, Fahim, Munawar, Hafiz Suliman and Al-Turjman, Fadi. 2021. "Addressing disasters in smart cities through UAVs path planning and 5G communications: A systematic review." Computer Communications. 168, pp. 114-135. https://doi.org/10.1016/j.comcom.2021.01.003Managing smart cities through six sigma DMADICV method: A review-based conceptual framework
Qayyum, Siddra, Ullah, Fahim, Al-Turjman, Fadi and Mojtahedi, Mohammad. 2021. "Managing smart cities through six sigma DMADICV method: A review-based conceptual framework." Sustainable Cities and Society. 72, pp. 1-19. https://doi.org/10.1016/j.scs.2021.103022A review of public-private partnership: critical factors of concession period
Ullah, Fahim, Ayub, Bilal, Qayyum, Siddra and Thaheem, Muhammad Jamaluddin. 2016. "A review of public-private partnership: critical factors of concession period." Journal of Financial Management of Property and Construction. 21 (3), pp. 269-300. https://doi.org/10.1108/JFMPC-02-2016-0011This item comprises data from the following sources: Web of Science