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The impact of Facebook on real estate sales

Author

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  • Hui Shi
  • Zhongming Ma
  • Dazhi Chong
  • Wu He

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.

Suggested Citation

  • Hui Shi & Zhongming Ma & Dazhi Chong & Wu He, 2021. "The impact of Facebook on real estate sales," Journal of Management Analytics, Taylor & Francis Journals, vol. 8(1), pages 101-112, January.
    • Handle: RePEc:taf:tjmaxx:v:8:y:2021:i:1:p:101-112
    DOI: 10.1080/23270012.2020.1858985
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    Cited by:

    1. Lidia Maria BRUMA, 2023. "Cloud Incident Response - a Comprehensive Analysis," Informatica Economica, Academy of Economic Studies - Bucharest, Romania, vol. 27(4), pages 32-43.
    2. Motamarri, Saradhi & Akter, Shahriar & Hossain, Md Afnan & Dwivedi, Yogesh K, 2022. "How does remote analytics empowerment capability payoff in the emerging industrial revolution?," Journal of Business Research, Elsevier, vol. 144(C), pages 1163-1174.

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