SOCIAL MEDIA, AFFILIATE MARKETING AND E-MARKETING: EMPIRICAL DRIVERS FOR CONSUMER PURCHASING DECISION IN REAL ESTATE SECTOR OF BANGLADESH

Abstract

This study investigates the influence of social media marketing, affiliate marketing, and e-marketing on consumer purchasing decisions in Bangladesh’s real estate sector, highlighting how digital platforms are reshaping buyer behavior in high-involvement markets. Drawing on quantitative data from 406 respondents in Dhaka, Chattogram, and Sylhet, the research employed a structured questionnaire tested for reliability through Cronbach’s Alpha (α = 0.78–0.85) and validity via exploratory factor analysis (KMO = 0.78–0.84; variance explained = 68–75%). Pearson’s correlation revealed strong and significant positive relationships between social media (r = 0.71, p < 0.01), e-marketing (r = 0.68, p < 0.01), and affiliate marketing (r = 0.65, p < 0.01) with purchase decisions, while regression analysis confirmed their predictive power, explaining 67% of the variance (R² = 0.67, F = 89.24, p < 0.001). Social media emerged as the strongest predictor (β = 0.41), followed by e-marketing (β = 0.36) and affiliate marketing (β = 0.32), with diagnostic checks confirming no multicollinearity or autocorrelation issues. These findings support all three hypotheses, aligning with international literature on the growing importance of digital channels in real estate, while also revealing contextual differences in Bangladesh, where buyers often follow a hybrid decision-making process by combining digital exploration with in-person property visits. Theoretically, the results affirm relational marketing and electronic word-of-mouth theories, the technology acceptance model, and trust-transfer frameworks, while practically they underscore the need for firms to allocate 40–50% of budgets to social media, invest in immersive e-marketing tools such as 3D tours and AI chatbots, and establish structured affiliate programs with credible local agents and influencers. Policymakers are urged to strengthen trust in digital transactions through regulatory frameworks, promote prop-tech startups via tax incentives and grants, and launch digital literacy programs to protect vulnerable buyers. While the study provides robust insights, limitations include urban sampling bias, reliance on self-reported and cross-sectional data, and the absence of qualitative perspectives.