Effects of Professionals’ Perception on Digital Marketing Strategies in Estate Agency Industry in Kaduna Township
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The paper assessed the effect of professionals’ perception on the use of digital marketing strategies in estate agency. Digital marketing is a new technique in the field of online marketing by impacting consumers through a wide range of interaction channels. the study methodology employed the use of questionnaire because is the nature of the research work.70 questionnaires were distributed covering the study area but 67 questionnaires were returned. The method adopted was quantitative approach. The population of the study was the professionals in the field of estate management profession’ while the sample frame was 70. The sampling techniques adopted was simple random sampling. The findings of the study revealed that professional cognitive perception, behavioural belief and perceived quality on intention to use digital marketing strategies shows strong relationship with R value (0.614) R2 = 0.377. F, 61.646. it further shows that the behavioural belief to revisit the intention to use digital marketing is making a statistically significant (p<0.000). It is also recommended to use digital marketing strategy by the professionals in the study area. It is recommended for future researcher to dwell on the customer perception on digital marketing strategy by estate surveyors and valuers. The study concludes that client should professional’s intention to use digital marketing significantly affects land transaction in the study area, the study concluded that professional’s intention, satisfaction and utilisation of digital marketing strategies by professionals’ is a function of innovation in a computerised era of estate agency in the study area.
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