THE EFFECT OF SOCIAL MEDIA ON CONSUMERS BUYING BEHAVIOR IN ADDIS

ABABA: IN CASE OF REAL ESTATES

By

Bethel Tehone

A Thesis submitted to the Addis Ababa University, College of Business and Economics,
School of Commerce for the Partial Fulfillment of the Requirements of the Degree of
Masters of Arts in Marketing Management

June, 2021

Addis Ababa, Ethiopia

 Declaration
I the signatory, declare that this thesis is my original work which was organized under the guidance
of Dr. Getie Andualem All sources of materials used for the thesis have been duly acknowledged.
I further confirm that the thesis has not been submitted either in part or in full to any other higher
learning institution for the purpose of earning any degree.

Name: Bethel Tehone Adviser’s Name: Getie Andualem (phd)

Signature ___________ Date ____ Signature____ _____Date

_22/6/2021______
CERTIFICATION ADDIS ABABA UNIVERSITY SCHOOL OF GRADUATE STUDIES

This is to certify that the thesis prepared by Bethel Tehone, entitled “THE EFFECT OF SOCIAL
MEDIA ON CONSUMERS BUYING BEHAVIOR IN ADDIS ABABA: IN CASE OF REAL
ESTATES” is submitted in partial fulfillment of the requirements for the award of the Degree of
Master of Arts in Marketing Management compiles with the regulations of the University and
meets the accepted standards with respect to originality and quality.

Approved by the Board of Examiners:

Adviser: Gete Andualem (phd) Signature Date
Examiner Signature Date

Examiner Signature Date

Table of contents

Table of Contents
ACKNOWLEDGEMENTS............................................................................................................................ 7

Bethel Tehone ......................................................................................................................................... 7

List of tables ............................................................................................................................................ 8

Page ........................................................................................................................................................ 8

Table 4.11: Regression analysis………………………………………………………………...46 .......................................... 8

Abstract ................................................................................................................................................ 10

CHAPTER ONE ....................................................................................................................................... 11

INTRODUCTION ..................................................................................................................................... 11

1.1. Back ground of the study ..................................................................................................... 11

1.2. Background of Real Estate Market ......................................................................................... 14
1.3. Statement of the problem ..................................................................................................... 15
1.4. Objectives of the research .................................................................................................... 16
1.4.1. General objective ....................................................................................................................... 16
1.4.2. Specific objective ........................................................................................................................ 16
1.5. Research questions ............................................................................................................... 16
1.6. Significance of the Study ..................................................................................................... 16
1.7. Scope of the Study ................................................................................................................ 17
1.8. Limitation of the Study ........................................................................................................ 17
1.9. Organization of the Study .................................................................................................... 18
CHAPTER TWO ...................................................................................................................................... 19

REVIEW OF RELATED LITERATURE .......................................................................................................... 19

Introduction .......................................................................................................................................... 19

2.1. Theoretical Review.................................................................................................................... 20

2.3. Conceptual framework and hypothesis of the study ................................................................ 26
2.3.1 Conceptual framework ............................................................................................................... 26
Figure 2.1. Conceptual framework: Source: Own Reperch Model........................................................... 26

2.3.2 Hypothesis of The Study ............................................................................................................. 26

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CHAPTER THREE .................................................................................................................................... 27

RESEARCH DESIGN AND METHODOLOGY ............................................................................................... 27

3.1. Introduction .............................................................................................................................. 27

3.2. Research approach.................................................................................................................... 27
3.3. Research design......................................................................................................................... 28
3.4. Sampling design ........................................................................................................................ 28
3.4.1. Target Population ...................................................................................................................... 28
3.4.2. Sampling technique.................................................................................................................... 28
3.4.3. Sample size ................................................................................................................................. 28
3.4.4. Sampling procedure ................................................................................................................... 30
3.5. Sources of Data ......................................................................................................................... 30
3.5.1. Data Collection methodology ..................................................................................................... 30
3.6. Data Analysis ............................................................................................................................ 30
3.7. Reliability and Validity ............................................................................................................. 31
3.7.1. Reliability ................................................................................................................................... 31
3.8. Econometrics Assumptions ....................................................................................................... 32
3.9. Ethical Consideration ............................................................................................................... 32
CHAPTER FOUR ..................................................................................................................................... 33

DATA PRESENTATION AND ANALYSIS..................................................................................................... 33

Introduction ..................................................................................................................................... 33
4.1.1. Demographic Characteristics .................................................................................................... 34
Table 4.2: Participant ‘s demographic profiles .................................................................................. 34

4.2. Descriptive Analysis .................................................................................................................. 36

Table 4.3: Mean score interpretation .................................................................................................... 36

I. Entertainment ........................................................................................................................... 37

Table 4.4: Descriptive Statistic for Entertainment .................................................................................. 37

II. Social imaging ............................................................................................................................ 37

Table 4.5: Descriptive Statistic for Social imaging ................................................................................... 38

III. Content...................................................................................................................................... 38

Table 4.6: Descriptive Statistic for Content of The Message ................................................................... 39

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IV. Information satisfaction ............................................................................................................. 39

Table 4.7: Descriptive Statistic for Information Satisfaction ................................................................... 40

Table 4.8: Descriptive Statistic for consumer buying behavior................................................................ 41

4.3. Reliability Test .......................................................................................................................... 41

Table 4.9: Reliability test for service quality ........................................................................................... 41

4.4. Correlation Analysis ................................................................................................................. 42

4.5. Regression Analysis .................................................................................................................. 43
4.5.1. Testing Assumptions of Classical Linear normality test........................................................... 43
4.5.2. Test For Absence of Series Multicollinearity Assumption ........................................................ 43
4.5.3. Test For Absence of Series Heteroskedasticity Assumption ..................................................... 43
4.6. Results of Regression Analysis ................................................................................................. 44
Table 4.11: Regression analysis.............................................................................................................. 44

4.7. Discussion of the Regression Results ........................................................................................ 46

CHAPTER FIVE........................................................................................................................................ 48

SUMMARY, CONCLUSION AND RECOMMENDATION.............................................................................. 48

5.1. Introduction .................................................................................................................................. 48

5.2. Summary of Findings................................................................................................................ 48
5.3. Conclusions ............................................................................................................................... 49
5.4. Recommendation ...................................................................................................................... 49
5.5. Implication of Future Research ................................................................................................ 50
Reference .............................................................................................................................................. 51

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 ACKNOWLEDGEMENTS

First and for most, all praise to the almighty Lord, and his mother for enabling me complete and
accomplish a lot in this journey.

Then, I would like to sincerely thank my advisor Gete Andualem (phd) for his constructive
comments, valuable suggestions and good guidance. I equally thank him for his kindness and
generosity.

Also, I want to send my deepest gratitude to my father who has supported me financially and my
family and close friends throughout the whole course years. I also like to forward my gratitude to
my friend Tewodros Atlaw for helping me with collecting and encoding data throughout the whole
researching period. Last but not least I would like to send my thanks to all the respondents who
have participated on this study.

My sincere and deepest gratitude to you all really appreciate it!

Bethel Tehone

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 List of tables

Page

Table: 4.1 Response Rate………………………………………………………………………34

Table 4.2: Participant ‘s demographic profiles………………………………………………....35

Table 4.2: Participant ‘s demographic profiles…………………………………………………36

Table 4.3: Mean score interpretation……………………………………………………………37

Table 4.4: Descriptive Statistic for Entertainment ……………………………………………...38

Table 4.5: Descriptive Statistic for Social imaging …………………………………………….39

Table 4.6: Descriptive Statistic for Content of The Message ………………………………….40

Table 4.7: Descriptive Statistic for Information Satisfaction ………………………………….41

Table 4.8: Descriptive Statistic for consumer buying behavior………………………………...42

Table 4.9: Reliability test for service quality……………………………………………………43

Table 4.10: Correlation table…………………………………………………………………….44

Table 4.11: Regression analysis………………………………………………………………...46

Table 4-12: Summary of Hypothesis of the study……………………………………………....49

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 List of figures

Figure 2.1. Four types of buying behaviors……………………………………………….21

Figure 2.2. Conceptual framework………………………………………………………...27

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 Abstract

Through time the emerging of technology in the whole world has become wide and strong, likewise
in our country the same fate has happened. Companies throughout the world are constantly
seeking new ways to reach consumers and social media is one of them. In this research social
media and its effect on buyer’s behavior of the real estate sector is discussed. Variables such as
entertainment, social imaging, content and information satisfaction were discussed and their
effects were allocated on buyers’ behavior. A five scale LIKERT scale questionnaire was
distributed to 384 respondents and 320 questionnaires were used for analysis. The study used
linear regression model to analyze the collected data. These corresponding data were analyzed
for answers that were collected from research questions. Throughout the usage of social media by
real estate companies, buying behavior of consumers has been affected by the mentioned variables,
out of the four social media variables entertainment, social imaging at 1% and information
satisfaction have positive effect on consumers buying behavior at 10 % level of significance. On
the other hand, content has insignificant effect on customer buying behavior. After analyzing and
interpreting the data few recommendations were pointed out, real estate companies must take the
resourcefulness of social media to vastly advertise their products on different portals of social
media and hire professionals in the sector of social media handling to have a better outcome of
the opportunity, also wok on sending out complete and entertaining information about the product
and service they provide to satisfy their consumers. Regarding social imaging real estate
companies should take different measures to different groups of people to have a better outreach
throughout social media.

Key Words: Consumer buying behavior, social media, Entertainment, social imaging,
content, Information satisfaction theories and models, Real Estate

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 CHAPTER ONE

INTRODUCTION

1.1. Back ground of the study

Companies all over the world are constantly seeking new ways to reach consumers. Just a few
decades ago, television and print advertising were the fundamental components of marketing
strategies. In the current era, these old-style marketing streams are just a small segment of the
varied approaches used to market and brand products. The increasing focus on social media shaped
state of the art advertising and shifted the way companies interact with their target groups. As a
result, the effective use of social media has become an essential part of creating and maintaining a
competitive advantage. Subsequently, companies now place considerable value on the way in
which social media can be used to shape consumer brand perception and influence their buying
intention. Companies integrating a strategic approach to the use of social media will have
advantages over those that do not. In assessing the effect s of social media on branding and
marketing approaches, an exploration of the existing literature on social media use and brand
perception can help identify emerging and successful strategies for improving consumer
engagement through social media. (Michael Pütter, 2017)

Rust, Moorman and Bhalla (2010) maintain that while many companies have access to a variety
of types of technologies that could enhance consumer interest, expand brand recognition and
improve overall marketing, many underuse technologies as a foundation for interacting with
customers. These researchers, though, seem to suggest that expanded use of information
technologies and social media are going to be the trends in the future (Rust, Moorman, & Bhalla,
2010). Rather than focusing on short-term advertising through technology, adept companies are
integrating social media mechanisms to enhance the relationship with consumers. Companies
frequently focus on three of the most widely used social media platforms for use in product
marketing and branding: Facebook, youtube and Twitter (Muntinga, Moorman, & Smit, 2011; Shi,
Rui, &Whinston, 2014). More than any times in the past, companies are recognizing the value of
the use of methods to engage consumers in a way that continually reintroduces the product,
increases the appeal of products, or identifies social components to product experiences. Social
media websites have become the center of information distribution on products, including the
introduction of new product lines, the creation of brand awareness, and methods to shape consumer

11
behavior (Muntinga, Moorman & Smit, 2011). Social media provides the unique opportunity to
use word-of-mouth marketing to a widespread audience, supporting consumer-to-consumer
communications and advancing brand awareness through a large-scale social network (Kozinets,
de Valck, Wojnicki, &Wilner, 2010).

Social media can be defined as “consumer-generated media that covers a wide variety of new
sources of online information, created and used by consumers intent on sharing information with
others regarding any topic of interest” (Kohli, Suri, & Kapoor, 2014, p. 1). “According to
emarketer (2013), nearly one in four people worldwide use social network sites – a number of
about 1.73 billion people. By 2017, the global social network audience is estimated to be around
2.55 billion people” (Schivinski, Christodoulides, &Dabrowski, 2016, p.1). When assessing social
media as a marketing tool, most researchers include both mobile and web-based technologies that
focus on ways that users “share, co-create, discuss and modify user-generated content” (Kohli,
Suri, & Kapoor, 2014, p. 1). This is considered by most to be a paradigmatic shift in the way
companies market their products, because companies are relying on consumers more than ever
before to direct their marketing process and create the discourse around branding (Kohli, Suri, &
Kapoor, 2014).

Social media channels like Twitter, Facebook, youtube, linkedin etc. Are some of the dynamic
tools that have helped facilitate online rapport (Golden, 2011). Relatively, it is a low-cost pattern
of marketing which allows organizations to engage direct end-users through their contacts
(Heinlein and Kaplan, 2010).

Unlike print or television advertising, social media is not an advertising platform in and of itself,
and as a result, companies can be challenged with determining how consumer information and
engagement effect the branding process. Positive comments in social media venues can have a
positive effect, but negative comments can also be a part of the brand dialogue and may not be
able to be controlled by the companies using social media for marketing (Ho-Dac, Carson, &
Moore, 2013; Kohli, Suri, & Kapoor, 2014). At the same time, consumers participate in the
discussion and exchanges that influence the branding process, all the while paying very little
attention to their participation in the branding or marketing process (Kohli, Suri, & Kapoor, 2014).

Social networking sites like Facebook have provided a new way of introducing brand-related
content and creating exchanges with consumers by generating consumer interactions (Shen &

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Bissell, 2013). The value of this approach is based on the shift in the way in which the Internet is
being used, and social venues are progressing. Just a decade ago, the number one online activity
was pornography, but just a decade later, this has shifted to social networking (Shen & Bissell,
2013). As a result, about 93% of businesses use some form of social networking for marketing and
branding (Shen & Bissell, 2013). In their 2013 study, Shen and Bissell maintained that in any given
year, there are more than 200 million active online users in the United States who spend more than
29 hours spent on online browsing, product assessment and networking. Of this large amount of
social networking use, Facebook is the leader, with the most time spent on this social network
leader (over 7 hours per person per week) (Shen & Bissell, 2013).

Consumer buyer behavior is considered to be an inseparable part of state that consumer buying
behavior is the study of the ways of buying and disposing of goods, services, ideas or experiences
by the individuals, groups and organizations in order to satisfy their needs and wants. (Kotler and
Keller (2011))

Buyer behavior has been defined as “a process, which through inputs and their use though process
and actions leads to satisfaction of needs and wants”. Consumer buying behavior has numerous
factors as a part of it which are believed to have some level of effect on the purchasing decisions
of the customers. (Enis, 2010).

Alternatively, consumer buying behavior “refers to the buying behavior of final consumers, both
individuals and households, who buy goods and services for personal consumption” From
marketers’ point of view issues specific aspects of consumer behavior that need to be studied
include the reasons behind consumers making purchases, specific factors influencing the patterns
of consumer purchases, analysis of changing factors within the society and others. (Kumar, 2010).

Kotler and Keller (2011) highlight’s the importance of understanding consumer buying behavior
and the ways how the customers choose their products and services can be extremely important
for manufacturers as well as service providers as this provides them with competitive advantage
over its competitors in several aspects. For example, they may use the knowledge obtained through
studying the consumer buying behavior to set their strategies towards offering the right products
and services to the right audience of customers reflecting their needs and wants effectively.

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Eggen (2011) Better awareness of consumer buying behavior is a positive contribution to the
country’s economic state. The author further argues that the quality of goods and products are
exceptionally good in countries where buying behavior of consumers is well understood. This in
turn increased the competitiveness of the products and services in international market increasing
the export potential of the country. Meanwhile, high quality of domestic products and services lead
to sophisticated domestic customers’ base (Blackwell et al, 2010).

Kotler et al (2011) it is essential to mention that despite the great efforts to learn and understand
the buying behavior of consumers, it is very difficult to identify the exact reasons why a consumer
purchases and prefers one product or service over another one. This is because consumers
sometimes make purchasing decisions based on their emotional beliefs which they even
themselves are not well aware of.

1.2. Background of Real Estate Market

Real estate is property consisting of land and the buildings on it along with its natural resource
such as crops, minerals or water, immovable property of this nature; an interest vested in this (also)
an item of real property (more generally) buildings or housing in general. (Issues in Real Estate
and Urban Management – A Note Sebastian Morris W.P. No. 2010-11-01 November 2010,)

The rapidly changing real estate landscape in Addis Ababa is one of the more visible aspects of
the extended period of growth recently experienced in Ethiopia. Most of real estate in Ethiopia are
reside in Addis in accordance with construction ministry report number of real estates in Addis are
more than forty real estate (According to construction minster 2016/17).

The real estate market can be grouped into three broad categories as: residential, commercial and
industrial. Residential real estate can include undeveloped land, houses, condominiums, and town
homes. Commercial real estate on the other hand can include office buildings, ware houses and
retail store buildings. Whereas, factories, mines and farms can be categorized as industrial real
estate. (Menen Abebe Abera, Regulation of Real Estate Business in Ethiopia June, 2010Addis
Ababa.)

The construction industry is one that has a special role in Ethiopia quest for development. One can
say that there is no development sector into which construction does not enter. The construction
industry plays a key role in building economic infrastructure, building and renovation of residences

14
houses. In Ethiopia especially in Addis Ababa housing now days has become one of the complex
and necessary needs in the market. The great demand for housing and real estate housing shows
the strong development of real estate. Buyers of residential houses (Real estate) got the idea of
purchasing the houses from electronics and print medias, sales persons or from social medias the
majority of home buyers go online for their search for their future home. (Real estate in digital
age.2017 report).

This thesis presents the effect of social media on consumers’ behavior the case of real estate in
Addis Ababa.

1.3. Statement of the problem

In developing counties like Ethiopia, the coming of the Internet and its acceptance by the public
has been a challenge, but it has altered quite a lot in the way organizations promote their services
and products as well as the channels of communication between them and their customers. This is
seen in the way they market and communicate their brands and products. Nowadays this is
becoming a challenging project. However, Miller (2011) stated in his research that social
marketing has made very important role in persuading consumers to buy online. He found that
70% of consumers are visiting social media to get useful information, 49% of them made the
decision to buy certain product and 60% of consumers prefer to share their information about the
products with others online. However, the actual transactions of purchasing processes occur for
only 7% of consumers (Miller and Lammas, 2010).

There are many features that effect consumers decision on social media to purchase resident from
real estate in Addis Ababa. When a marketing media change the alteration for the new media also
increases, thus social media’s effect on consumers decision has to become more reliable and
believable. These days many companies are Creating and developing a website or a social media
for marketing their business. Which has a significant percentage of customers that relies on the
internet to search for products. This can easily trace the businesses performance. This also gives
businesses to improve their media changing situation for reaching their target market. Hennery
Mark et.al (2012) explains that both macro and micro business have invested large amount of time
and money in increasing their reach across high effect social media platform.

Therefore, this study tries to fill the knowledge, time and variable gap by studying the effects of
social media on consumer buying behavior in the case of real estate to help other businesses and

15
different companies to gain a better understanding in social media marketing by looking at
different variables and to provide an updated and timely information.

Furthermore, studies conducted on this subject have been very few in the context of Ethiopia. As
far as the researcher’s knowledge there is only one research done on “effects of social media on
sales of residential real estate in Ethiopia: in case of ayat real-estate “by Azenegash Wolde which
she tied to see variables like IT Infrastructure Capability, Social Computer Pressure, Innovation
and Management (Web design) in 2019. Therefore, this study tries to fill the knowledge gap.

1.4. Objectives of the research

1.4.1. General objective
The general objective of this study is to examine the “effect of social media on buying behavior of
consumers in residential real estate industry”

1.4.2. Specific objective

Specific objectives of the study are:

• To examine the effect of Entertainment on consumer buying behavior of real-estate

• To examine the effect of social imaging on consumer buying behavior of real-estate
• To examine the effect of Content on consumer buying behavior of real-estate
• To examine the effect of Information satisfaction on consumer buying behavior of real-
estate

1.5. Research questions

• What is the effect of Entertainment on consumer buying behavior of real-estate?
• What is the effect of social imaging on consumer buying behavior of real-estate?
• What is the effect of Content on consumer buying behavior of real-estate?
• What is the effect of Information satisfaction on consumer buying behavior of real-
estates?

1.6. Significance of the Study

In Previous times companies used to advertise their products using traditional marketing medium
such as radio, TV commercials and print ads that were very overpriced mediums. But this day’s
social media marketing helps companies to connect with their target customers. Advantageously
this social media has become a virtuous platform for viable advantages.

16
This study is of significance and interest to various residential real estate market in assisting online
shopping to increase their profits by utilizing their sales opportunities. The study presents the effect
of social media on buying behaviors of consumers in the sector. The research also aims to serve
as an indicator to potential companies of how they can tap into the market niche of the real-estate
consumers via social media sites.

1.7. Scope of the Study

This study tries to fill the knowledge gap by studying the effect of social media on consumer
buying behavior in the case of real-estate to help businesses and different companies to gain a
better understanding in social media marketing. Therefore, this research aims to serve as an
indicator to potential readers (companies) of how they can tap into the decision-making process
via social media sites. The research focuses on the behavior of end consumers (individuals) and
particularly within the real-estate industries

✓ Geographical Scope

The research targets at a geographical area, Addis Ababa, where individuals share a similar
background within a standardized set-up in the real estate sector.

✓ Conceptual Scope

Conceptually the variables under study are Entertainment, Social imaging, Content and
Information satisfaction

✓ Methodologically Scope

Methodologically the research uses both quantitative and qualitative approach (mixed approach)

1.8. Limitation of the Study

The collection of data throughout the eleven sub cities has been a bit of a hassle and the COVID
19 case made things a bit more difficult and also the education gap of the society has been predicted
as a factor for the data collection process but it turned out all of the respondents were educated.
Even if the social media usage in Ethiopia is increasing from time to time the development of
social media marketability in the country is very small, in addition to that there is no vivacious
research made on the effect of social media on consumers buying behavior of residential real estate
which can be taken as limitation of this study.

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1.9. Organization of the Study
The first chapter is introduction and highlights of the research background, the motivation of the
researcher, as well as the research questions and statement of the problem. The second chapter
covers all the literature parts of the whole field of area, and also comprises both theoretical
literature review and empirical literature review along with the designing of conceptual
framework. The third chapter covers all the research methodology, design and procedures. The
fourth chapter discuss the Results and discussion as well as findings form the data that has been
collected and analyzed by associating with theories that are discussed in the theoretical framework.
Last but not least the fifth Chapter conclusions and recommendations is discussed, conclusions are
drawn for the research questions, and suggestions are made for any further research in future.

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 CHAPTER TWO

REVIEW OF RELATED LITERATURE

Introduction

“Social media provides a virtual network place where people can enjoy expressing and exchanging
opinions, disseminate and control messages (anywhere, anytime). There is a wide variety of social
media, ranging from social sharing sites such as youtube, My Space through social networks such
as linkedin, telegram and Facebook etc. With the introduction of the World Wide Web, the internet
became a global network and with the increased usage of internet, social media emerged and got
popular; especially after 2003. Social Media Marketing (SMM) also picked up all over the world
by the end of first decade of 21st century” (Vij, 2012).
James 2012 said, on a daily basis in present-day, 100,000 tweets are sent, 684,478 pieces of content
are shared on Facebook, 2 million search queries are made on Google, 48 hours of video are
uploaded to youtube, 3,600 photos are shared on Instagram, and 571 websites” are created
(James2012).
“The advent of social media has created a new landscape which lays out a new grid of personal
connections. Businesses see enormous opportunities and are eager to tap into the trend, whereas
consumers are put back to the center in the business world because of social media. There are
many studies explaining reasons to tap into social media and to help companies to gain a better
position in the transition; yet a few intends to study from the perspective of consumers, let alone
those in Finland. Oftentimes, consumers feel differently from what marketers think, for instance
what “brand engagement” via social media looks like to consumers may not be quite what
marketers think “(Sniderman,2012).
“Consumer behavior is a widely studied field. Understanding it completely is impossible, because
it is related so closely to human mind. However, forecasting how a human behaves in purchasing
situations can be estimated through previous purchasing decisions. Consumers make buying
decisions every day and many people do not even know the factors that drive them to this decision.
Buying a coffee comes almost automatically and does not need much information search. There
are characteristics behind every buying decision that can come from cultural, social, personal or
psychological factors. Each of these factors includes dimensions that can be used in marketing.
Marketers can use these factors so understated that consumers might not even recognize it.

19
Consumers might think that “I have always bought this same brand or product”, but they do not
recognize that the affecting factor behind this decision can come from their family”. (Tanja
lautiainenbachelor’sthesis2015)
2.1. Theoretical Review
Customer behavior

In order to effect customers’ purchase decision, it is important to understand its features. The four
types of buying behaviors according to Kardes (2011), customer behavior refers to "all activities
associated with the purchase, use and disposal of goods and services”. This also includes “the
consumer's emotional, mental and behavioral responses that precede or follow these activities”.
Customer behavior can be influenced by four different factors, which are cultural, social, personal
and psychological factors.
There exist several types of customer purchase decision behavior. Kotler (2005) has defined four
different types of customer purchase decision behavior based on different levels of brand’s
distinction and customer’s involvement. These four different types of customer purchase decision
behavior are: complex buying behavior, variety-seeking buying behavior, dissonance-reduction
buying behavior, habitual buying behavior. The figure below helps to understand how they are
displayed.
Figure 2.1. Four types of buying behaviors

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Complex buying behavior happens when customer is highly involved in the buying process. They
take time to gather all information about the product’s features and function. Brand image is also
important for customer in complex buying behavior. This type of behavior often applies when
customer wants to purchase a product with high value or for a long-term usage, such as a car for
example.
The second type of customer buying behavior is dissonance-reduction buying behavior. It is
defined by high level of customer involvement but low brands differentiation. Customers are very
attentive to the product’s features; however, they do not carefully compare similar products from
different brands. This behavior can apply when customers are buying easily available products.
Variety-seeking buying behavior takes place when customer is less involved in purchase process.
However, they are carefully considering differences between brands. This type of behavior usually
applies for goods or services at low price. This type of behavior is difficult to manage for brands
because customers won’t hesitate to switch brands if they are not satisfying by the product or
services they bought.
The final buying behavior here is called habitual buying behavior. This refers to the purchase of
day-to-day goods or services. Customers are not particularly involved in the process and do not
really pay attention to differences between brands.
Consumer behavior studies individuals and groups when they select, purchase, use and dispose
products, ideas, services or experiences. There is a huge variety of consumers from a small child
asking mom to buy a new game to a 6 international corporation executive making a huge
investment deal. Consumers seek items to satisfy their basic needs and desires. Consumer behavior
is much more than studying what consumers buy. It attempts to understand how the decision-
making process goes and how it affects consumers’ buying behavior. (Solomon 2004, pp. 6-8.)
Marketers study consumers buying patterns to solve where they buy, what they buy and why they
buy. However, why consumers buy a specific product is not easy to solve because the answer is
locked deep within the consumers’ mind. (Kardes et al. 2011, p. 8; Kotler&Armstrong 2010, p.
160.) Generally, consumers can be categorized to individual and organizational consumers.
Individual consumers try to satisfy their own needs and wants by purchasing for themselves or
satisfy the need of others by buying for them. These individual consumers can come from different
backgrounds, ages and life stages. (Kardes et al. 2011, p. 8.)

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“Social factors affect consumer behavior significantly. Every individual has someone around
influencing their buying decisions. The important social factors are: reference groups, family, role
and status.” (Perreau, 2014.)
“Every consumer is an individual, but still belong to a group. The group to which a consumer
belongs is called a membership group. This is a direct and simple classification. The second group
type is a reference group. The reference group influences the self-image of consumers and
consumers’ behavior. The reference group provides some points of comparison to consumers about
their behavior, lifestyle or habits. Usually there are many smaller reference groups, which are
formed by family, close friends, neighbors, work group or other people that consumers associate
with. The groups to which a consumer does not belong yet can also influence. These aspirational
groups are groups where a consumer aspires to belong and wants to be part in the future.” (Kotler
& Armstrong 2010, p. 164; Khan 2006, p. 58.)
“Consumers’ life style tells how the person lives and spends money. It is combined from earlier
experiences, current situation and congenital characteristics. The product choices that consumers
make are related to their lifestyle. An individual’s lifestyle consists of different life style
dimensions. (Khan 2006, p. 18.) These dimensions are: 1. Activities describe how consumers
spends their time, e.g., work, hobbies or vacations. 2. Interests are consumers’ preferences and
priorities e.g., family, home or food. 3. Opinions tell how consumers feel about different issues,
e.g., themselves, politics or products”. (Plummer 1974, p. 34.)

Social media

Social media as an umbrella term should be explicitly defined, as a starting point towards the effort
to achieve an understanding of their effect on consumer behavior. Given the variety of terms used
to describe social media, it is not surprising that there is also a lack of a formal, well accepted,
definition of social media (Xiang and Gretzel 2010).

Mangold and Faulds (2009) adopt Black Shaw and Nazaro’s (2004) definition of consumer-
generated media: “a variety of new sources of online information that are created, initiated,
circulated and used by consumers intent on education each other about products, brands, services,
personalities and issues.” (Black Shaw and Nazaro 2004, p.2).

22
Social media may have been affecting decision making processes by acting as a medium for open
social interactions between individuals. With social media, the gap between interactions and
consumers channel selection can be bridged (Rezaei and Ismail, 2014). In fact, it may also affect
individual intentions during daily purchases. Some factors originated from social media may have
triggered consumers’ purchasing motivation and developed a new consumption pattern online, i.e.,
the social media purchasing (Atchariyachanvanich and Hitoshi, 2007; Chen, 2014; CNNIC Online
Shopping Report, 2014; Hoa, 2014) In details, “social media purchasing consists of two steps: 1)
seeking and obtaining product information through social media platforms; and 2) developing
purchasing intention or making a purchase.” Also, the research suggests that companies are
required for being able to effectively understand and manage consumers via social media
platforms. Hence, they may understand their consumers’ purchase intention.

Online Insiders are very active users on internet and highly influential online shoppers in using
different social media to buy and sell (Pookulangara and Koesler, 2011). Usually, consumers’
choices are influenced heavily by online brands and consumers can influence each other. This kind
of event usually affects the repurchases process as a result. Therefore, Consumers are increasingly
turning to social media in order to get more information on which to base their decisions
(RAMSUNDER, NOVEMBER, 2011). For instance, it can be noticed that most of the online
shoppers tend to be younger, wealthier, better educated, more computer literate and more likely to
spend time on internet, and shop online (Levin et al., 2005).

'User Information Satisfaction' as "the extent to which users believe the information system
available to them meets their information requirements." Other terms for User Information
Satisfaction are "system acceptance" (Igersheim, 1976), "perceived usefulness" (Larcker and
Lessig, 1980)

A person's social image is how they are perceived by others in a society. Normally, people try to
build more acceptance for themselves by caring about what others think about them. A
person’s social image is how they are perceived by others in a society. Normally, people try to
build more acceptance for themselves by caring about what others think about them. It can also be
creation of a virtual existence or presence on the internet and to maintain its standard and portray
a virtual persona of a flawless entity whom in any down to earth practical reality does not exist.
(Nghialagi 2019).

23
This part of the literature review discusses different studies conducted on the relationship between
social media, consumer behavior and real-estate both in Ethiopia and abroad.

Hensel and Deis (2010) have suggested that marketers must consider all possible avenues to
positively use social media to increase advertising and improve marketing. There are benefits,
drawbacks, and challenges associated with any social media strategy, and these must be addressed
before a specific social media strategy is implemented. Businesses need to assist in facilitating the
social media inputs and discussions. In addition, social media strategies should also be used to
track a business presence online, and to make sure that clients are not degrading the branding value

Markus and Markus (2010) conducted a study to observe the business effect of various
communication channels and the role of other external factors that influence usage of the website.
They have used research model such as SEO (search engine optimization) which ensures a top
position in search results, and show how the Internet has opened up new opportunities for
companies to raise awareness and relevance with target groups of similar needs. It has also been
observed that SEM shows approximately three times the conversion success from a registration to
a paying membership than TV leads do. However, they suggest that the brand alone cannot be
build online you have to go offline as well.

Huseynov and Yıldırım (2014) observed Lack of physical interaction is a central impediment to
online retail sales. Respondents stated that privacy of personal information and security of
financial transactions are their top concerns with using the Internet. The top factors that increase
consumer trust levels in online stores are guarantee and insurance policy, security and privacy
seals, pictures of products, company address and contact details, necessary details about the
company and privacy policy. Descriptive statistics techniques analyzed survey-based data, and the
results of the data analysis are presented.
Azenegash Wolde (2019) suggested that with respect of un regulated status of real estate
companies, Ayat residential real estate sales has been affected by different variable of social media
(IT infrastructure, social computer pressure Innovation management and, Marketing management)
and recommended the following points. Ayat residential real estate should take the initiative to
massively advertise its home products on social media. Since most of its home buyers give more
attention to the social media market presented by the company. There should be established a good

24
innovative design since as it is seen in the analysis part the web design has got significant effect
on the sales volume of Ayat residential real estate company. A special IT infrastructure should be
adopted comprehensively on Ayat residential real estate. The Issue of social media has got
significant effect on the sales volume of Ayat real estate and the company should take great
measure to adhesively use that channel
Kamy Anderson, associated Pro.Profs (2020) defined content marketing as follows “It is a type of
marketing that involves the creation and sharing of online material (such as videos, blogs, and
social media posts) that does not explicitly promote a brand but is intended to stimulate interest in
its products or services”. Today, content marketing is the favorite method of most marketers. It is
able to raise brand awareness, build entire communities around a business and, in the end, drive
incremental sales. High-quality content has the best effect when it gets distributed over social
media. It’s no wonder that many marketers say that social media and content marketing go together
like wine and cheese. It takes a bit of time to figure out which types pair best, but once you discover
the formula, your audience will start growing like never before.

Edelman (2018) Consumers believe social networks provide a higher value experience compared
with other forms of entertainment, according to new research from Edelman. The Trust in the
Entertainment Industry survey, now in its fourth year, also reveals that the Internet, as a source of
entertainment, is second only to television. The survey of 1,000 18–54-year-olds in the United
States and United Kingdom analyzes the issues that influence consumer trust in entertainment
companies. In the U.S., there was a dramatic rise among 18–34-year-olds who cite the internet as
a form of entertainment, from 27 percent in 2009 to 42 percent in 2010. And 32 percent of 18–54-
year-olds look most frequently to the Web for entertainment (compared with 58 percent watching
TV). The Internet also ranked second in the U.K., with 30 percent turning to the Web most
frequently, compared with 57 percent watching TV. Almost three-quarters (73 percent) of 18–24-
year-olds in the U.S. and 61 percent in the U.K. see social networks as a form of entertainment.
Fifty percent (US) and 56 percent (UK) of respondents aged 35-49 also consider social networking
sites as a form of entertainment. Despite the growth of social entertainment, consumers do not
currently identify Internet brands as entertainment companies. While social networking sites may
not yet be recognized as entertainment companies, they are leading the way in terms of adding
value to the consumer experience of entertainment. The majority of respondents in both the U.S.

25
and U.K. felt that social networking sites provide better value than music, gaming and television
companies.
2.3. Conceptual framework and hypothesis of the study
2.3.1 Conceptual framework
Independent variables Dependent variable

Entertainment

Social Imaging
Consumers buying behavior of real
estate
Content

Information satisfaction

Figure 2.1. Conceptual framework: Source: Own Reperch Model

2.3.2 Hypothesis of The Study

H-1: Entertainment has a positive and significant effect on consumer buying behavior of real-
estate

H-2: Social imaging has a positive and significant effect on consumer buying behavior of real-
estate

H-3: Content has a positive and significant effect on consumer buying behavior of real-estate

H-4: Information satisfaction has a positive and significant effect on consumer buying behavior
of real-estate

26
 CHAPTER THREE

RESEARCH DESIGN AND METHODOLOGY

3.1. Introduction
This chapter includes the study design, research approach, population and sample size, data source
and data collection techniques.

3.2. Research approach

Quantitative data is numbers and statistics. The advantage here is that you can collect and analyses
much more information. With good design, that means you can make general statements about
what is likely to be true overall. A drawback can be a lack of depth (e.g., reasons why, context,
emotions or feelings). Also, it requires mathematical and/or statistical knowledge to be able to
analyze the data effectively (Published on April 12, 2019 by Raimo Streefkerk. Revised on
February 15, 2021.)

Qualitative data includes words, opinions, thoughts, feelings and behaviors. The advantage is that
you get lots of detail about specific cases, people or group. The disadvantages are that you can’t
make general statements, and that analysis is time-consuming. Some would argue that the analysis
is also very subjective, but this depends on your approach. (Published on April 12, 2019 by Raimo
Streefkerk. Revised on February 15, 2021.)

Mixed methods mean that you collect both quantitative and qualitative data and analyze both
together to answer your question. For instance, say you wanted to know whether parents’ feelings
about reading with their children affected children’s reading scores. You could interview parents,
sort them into groups (e.g., confident, mixed feelings, and anxious) and compare the test scores of
children whose parents fall into different groups. That would be a good mixed methods design,
because you are using the qualitative data to inform the analysis of the quantitative data (known
as multistage research design). (Published on April 12, 2019 by Raimo Streefkerk. Revised on
February 15, 2021.)

Therefore, the study used quantitative data to study the effects of social media on consumers
buying behavior in the case of Real estate.

27
3.3. Research design
This research applied causal research design. To measure the degree of relationship between
variables to answer the research questions on the effect of social medial on consumers buying
behavior in the case of Real estate.

Causality studies may be thought of as understanding a phenomenon in terms of conditional

statements in the form, “If X, then Y.” This type of research is used to measure what effect specific
changes have on existing norms and assumptions. Most social scientists seek causal explanations
that reflect tests of hypotheses. Causal effect (nomothetic perspective) occurs when variation in
one phenomenon, an independent variable, leads to or results, on average, in variation in another
phenomenon, the dependent variable. (June 30, 2020 by Hitesh Bhasin)

3.4. Sampling design

3.4.1. Target Population
The target population of the study has been social media users that have access to internet.
Therefore, the target population of this research has been taken from the city of Addis Ababa from
all sub-cities.

3.4.2. Sampling technique

The sampling technique that has been used for this study is convenience sampling technique.
Convenience sampling is defined as a method adopted by researchers where they collect market
research data from a conveniently available pool of respondents. It is the most commonly used
sampling technique as it’s incredibly prompt, uncomplicated, and economical. In many cases,
members are readily approachable to be a part of the sample. (Lewis and Thornhill, 2009).

3.4.3. Sample size

The sample size is an important feature of any empirical study in which the goal is to
make inferences about a population from a sample. In practice, the sample size used in a study is
usually determined based on the cost, time, or convenience of collecting the data, and the need for
it to offer sufficient statistical power. In complicated studies there may be several different sample
sizes: for example, in a stratified survey there would be different sizes for each stratum. In
a census, data is sought for an entire population, hence the intended sample size is equal to the
population. In experimental design, where a study may be divided into different treatment groups,
there may be different sample sizes for each group.(Lewis and Thornhill, 2009)

28
Sample sizes may be chosen in several ways:

• Using experience small samples, though sometimes unavoidable, can result in

wide confidence intervals and risk of errors in statistical hypothesis testing.
• Using a target variance for an estimate to be derived from the sample eventually
obtained, i.e., if a high precision is required (narrow confidence interval) this translates
to a low target variance of the estimator.
• Using a target for the power of a statistical test to be applied once the sample is
collected.
• Using a confidence level, i.e., the larger the required confidence level, the larger the
sample size (given a constant precision requirement).

Therefore, after going through the above theories infinite number of people has been used for this
specific study, Infinite population is a collection of objects or individuals that are no boundaries
or we cannot measure about the total number of individuals in the occupied territories.

The formula for this method is: n = z2 * p * q

E2

Where:

N = the sample size

Z = standard error associated with the chosen level of confidence (For 95%
confidence = 1.96)

E= acceptable sample error (0.05)

P = probability of success (assume it is 0.5)

Q= 1-p

N = (1.96)2X (0.5 X 0.5) / (0.05)2

29
 N = 0.9604/0.0025

N = 384

3.4.4. Sampling procedure

Sampling procedure is choosing part of a population to use to test hypotheses about the entire
population. Used to choose the number of participants, interviews, or work samples to use in the
assessment process. Since the sample data has been generalized to reflect the population, statistical
selection processes of simple random sampling techniques has been used. In a simple random
sample, every member of the population has an equal chance of being selected. Your sampling
frame should include the whole population. To conduct this type of sampling, we can use tools
like random number generators or other techniques that are based entirely on chance. (Lewis and
Thornhill, 2009)

3.5. Sources of Data

Data has been collected from both primary and secondary data sources. Primary data has been
collected through structured questionnaire. Secondary data has been collected through books,
journals, website and related articles that are related to the study. (Lewis and Thornhill, 2009)

3.5.1. Data Collection methodology

Data has been collected by using Questionnaires and surveys, and has been collected by
researchers directly from main sources via distributing questionnaires. This data collection method
has been selected because it is a quick method of data collection and less time consuming. (Lewis
and Thornhill, 2009)
3.6. Data Analysis
The data has been collected from respondents through self-made questionnaire and has been
analyzed using SPSS software. Statistical terms such as frequency, mean score has been used to
summarize the general information of the respondents and to determine the relationship between
the dependent and independent variable. Regression analyses has also been used to answer the
research questions. Only questionnaires that are fully completed and returned has been used in the
analysis.

The study used the following regression model to study the effect of social media on consumers
buying behavior in the case of Real estate.

30
CBB=𝛂+ β1ent+ β2soimg+ β3con+ β4infsat+ɛ

Where: -

▪ Entertainment-ENT
▪ Social Imaging- SOIMG
▪ Content-CON
▪ Information Satisfaction-INFSAT
▪ Consumer buying behavior-CBB

3.7. Reliability and Validity

Reliability and validity are concepts used to evaluate the quality of research. They indicate how
well a method, technique or test measures something. Reliability is about the consistency of a
measure, and validity is about the accuracy of a measure. (Saunders, et al., 2009),

3.7.1. Reliability
Reliability is the extent to which the data collection techniques or analysis procedures will yield
consistent findings. (Saunders, et al., 2009), In order to ensure the reliability of the study, a certain
number of questionnaires has been distributed randomly and Cronbach’s alpha coefficient has been
computed. The Cronbach’s alpha coefficient is a statistical tool that evaluates the confidence
through the inner consistency of a questionnaire. According to Hair, et al., (2010), if α is greater
than 0.7, it means that it has high reliability and if α is smaller than 0.3, then it implies that there
is low reliability.

3.7.2. Validity
Validity is the extent to which differences found with a measuring instrument reflect true
differences among those being tested, (Kothari, 2004). In other words, Validity is the most critical
criterion and indicates the degree to which an instrument measures what it is supposed to measure.

In order to ensure the content of validity of the items incorporated in the instrument, relevant
literature and similar studies were reviewed to construct the items under each variable. Moreover,

31
before distributing the questionnaire, the researcher gave the questionnaire to the advisor for
constructive comment and necessary corrections were made on the instruments based on the
advisors’ comments.

3.8. Econometrics Assumptions

Econometric test is done to test whether the sample is consistent with the following assumptions:

1. The model is correctly specified.

2. There is no relationship between independent variables (No multicollinearity).
3. There is no heteroscedasticity
4. There is no autocorrelation
3.9. Ethical Consideration
The researcher Kept privacy of respondent’s without mentioning their name or any information
that exposed their identity without their knowledge, by taking cautions measure in the data
collection process of the questionnaires.

32
 CHAPTER FOUR

DATA PRESENTATION AND ANALYSIS

Introduction
This chapter presents the finding of the study based on the data collected through questionnaire
which includes the demographic profile of the respondents, descriptive analysis, correlation and
regression findings are presented and interpreted. Also, the previously identified research
questions in chapter one are answered in this chapter.

Table: 4-1 Response Rate

Questionnaire Distributed Collected NOT Discarded Used for Response rate

Collected analysis
Number of Questioners 384 -
Number of Questionnaires
Distributed 330 85.94%
Collected
Number of Questionnaires 54 14.06%
Not Collected
Number of Questionnaires 64 16.67%
Discarded
Number of Questionnaires 320 83.34%
Used for Analysis

Source: Own Survey Result (2021)

From the total 384 questionnaire distributed to the respondents 330 (85.94%) questionnaires were
collected and the remaining 54 (14.06%) questionnaires were not collected. Out of 330 collected
questionnaires 10 questionnaires were incomplete. From the total questionnaire 320 (83.34%) were
used for analysis and the remaining 64 (16.67%) were discarded. According to Willi Mack et al.
(2002), response rates for questionnaire surveys of business ranging from 50 to 65 % are significant
for further analysis. Therefore, response rate of 83.34% is significant for further analysis.

33
4.1. Demographic Analysis of the Respondents

Over-all no of 320 participants were collected during the data collection period. The final sample
size in this study is 320.

4.1.1. Demographic Characteristics

This segment outlines the findings on the demographic characteristics of the sample, which
includes gender, age of the respondent and education level.

Table 4.2: Participant ‘s demographic profiles

Demographic
Description Frequency Percentage
characteristics
Male 89 27.82
Sex Female 231 72.18
Total 320 100.00
18- 25 45 14.06
26-35 252 78.75
Age 35-45 23 7.19
45-55 and above 0 0.00
Total 320 100.00
Primary School 0 0
Secondary School 0 0
Diploma 0 0
Education Level
First Degree 185 57.81
Postgraduate 135 42.19
Total 320 100.00
Government employee 139 43.43
Private employee 88 27.5
Merchant 4 1.25
Occupation (income source)
House wife 0 0.00
Private work 89 27.82
Total 320 100.00

34
 Single 187 58.44
Married 133 41.56
Martial states
Divorced and widowed 0 0
Total 320 100.00
Below 10,000 108 33.75
10,001-20,000 157 49.06
Monthly income 25,000-30,000 0 0
Above 30,000 55 17.19
Total 320 100.00
Arada 60 18.75
Lideta 47 14.69
Addis ketema 19 5.94
Sub city Kolfe 36 11.25
Kirkos 9 2.81
Nifas silk 24 7.5
Gullele 125 39.06
Total 320 100

Source: Own Survey Result (2021)

Out of the 320 respondents 72.18 % are females. This shows that the majority of the respondents
are females.

Regarding age group out of the 320 respondents 78.75% of them are between the ages of 26-35,
14.06 % of them are between the ages of 18-25, 7.19 % of them are between the ages of 36-45.
This indicates that the majority of the respondents are between the ages of 26-35.

Concerning education level out of the 320 respondents 57.81 % of them are first degree holders,
42.19 % of them are holders of postgraduate degree. This shows that the majority of the
respondents are primary degree holders.

Regarding occupation out of the 320 respondents of 27.82 % them are businesses men, 27.5 % of
them are private institution employees, 43.43 % of them are government employees, and 1.25 %

35
of them are Merchants. This shows that majority of the respondents are employed whether its
private or government.

Concerning marital status out of the 320 respondents 58.44 % of them are single, 41.56 % of them
are married. This shows that the majority of the respondents are single

Regarding scale of salary, out of the 320 respondents 33.75 % of them maintain an income of
10,000 and below, 49.06 % of them maintain an income between 10,001-20,000 and 17.19 % of
them maintain an income of 30,000 and above. This shows that majority of the respondents
maintain an income of average salary.

Regarding sub city; out of the 320 respondents 39.06 % of them are from Gullele sub city, 14.69
% of them are from Arada sub city, 14.69 % of them are from Lideta sub city and 11.25 % of them
are from Kolfe Keranio sub city, 7.5 % of them are from Nifas silk sub city, 5.94 % of them are
from Addis ketema sub city,2.81 % of them are from Kirkos sub city. This shows that the majority
of the respondents are from Gullele sub city.

4.2. Descriptive Analysis

This part of the chapter deals with the presentation and analysis of respondents. Key items of the
questionnaires regarding Entertainment, social imaging, content and information satisfaction were
incorporated and presented in a tabular form with detailed explanation.

The descriptive analysis was done using descriptive statistics by computing mean score to get the
average response of the respondents for each question. For discussion purpose the mean scores are
interpreted as follows.

Table 4.3: Mean score interpretation

Mean score Interpretation

4.51 – 5 Very good/excellent
3.51 – 4.50 Good
2.51 – 3.50 Average/moderate
1.51 – 2.50 Poor
1 – 1.50 Very poor
Sauce: Norasmah and Sabariah (2011)

36
I. Entertainment

Entertainment is one of the reasons why people go to social media and link in different sites.
Entertainment is a form of activity that holds the attention and interest of an audience or gives
pleasure and delight. It can be an idea or a task, but is more likely to be one of the activities or
events that have developed over thousands of years specifically for the purpose of keeping an
audience's attention. (The Oxford English Dictionary (Oxford University Press, 1971, Vol 1
pp. 213–14).

Table 4.4: Descriptive Statistic for Entertainment

Obs Mean Standard deviation

Enjoy real estate advertisement on social media 320 3.03 0.890137

Appealing real estate advertisement 320 3.23 0.875887

Log in social media to see real estate advertisement 320 2.05 1.000761

Entertainment mean 2.78

Source: Source: Own Survey Result (2021)

Table 4.4 shows that social media users have a moderate perception with a mean value of 2.78 on
the entertainment view of the real estate posts on different social media portals.

II. Social imaging

The Social Imaging is defined as the technology to identify and represent social behavior.
Technologies which visualize biological functions and behaviors that cannot be seen from the
outside are called “imaging”. For example, in medicine, “brain imaging” visualizes the functions
of the brain. (Charles Darwin. 1872. The expression of the emotions in man and animals, London,
John Murray.)

37
Table 4.5: Descriptive Statistic for Social imaging

Obs Mean Standard deviation

React to real estate advertisement 320 2.70 1.125764

Follow an account that promotes real estate 320 2.67 1.151048

Follow real estate account with many followers 320 2.69 1.179513

Share a real estate market advertisement 320 2.09 1.023432

Read an advertisement with more likes and shares 320 3.34 1.023761

Social imaging mean 2.70

Source: Own Survey Result (2021)

Table 4.5 shows that on average customers of social media users find social imaging moderate
with a mean score of 2.70. Table 4.4 also shows that on average of 3.34 social media users read an
ad with more likes and shares, but most of the respondents seems to be neutral about most of the
questions asked.

III. Content

If you feel content, you're satisfied and happy. Example the content of a book, movie, or song
is what it's about: the topic. This word has two main meanings. The first has to do with being
pleased and satisfied (feeling content) or making someone else feel happy and at peace with things
(contenting them) Content is "something that is to be expressed through some medium, as speech,
writing or any of various arts". Content can be delivered via many different media including
the Internet, cinema, television, radio, smartphones, audio cds, books, e-books, magazines, and
live events, such as speeches, conferences, and stage performances.("the definition of
content". Dictionary.com. Archived from the original on 8 March 2016. Retrieved 3 May 2018.)

38
 Table 4.6: Descriptive Statistic for Content of The Message

Obs Mean Standard deviation

Pay attention to real-estate advertisements 320 2.89 1.174730

Pay due care about the content of real-estate advertisements 320 2.78 1.179210

Click on and read an article about real estate 320 2.81 1.292874

Motivated to read posts about real estate 320 2.86 1.079641

Difficulty focusing while reading articles about real estate 320 2.82 0.860391

Make an effort to evaluate the information about real estate 320 3.69 0.889522

Difficulty to understand contents about real estate 320 2.88 0.962941

Content mean 2.82

Source: Own Survey Result (2021)

A mean score of 2.82 shows that on average social media users do not always get the detail of the
content posted on different social media portals. Table 4.6 also shows that social media users exert
an effort to evaluate information’s posted about real-estate companies to gain some understanding.

IV. Information satisfaction

Information Satisfaction' as "the extent to which users believe the information system available to
them meets their information requirements." Other terms for User Information Satisfaction are
"system acceptance" (Igersheim, 1976), "perceived usefulness" (Larcker and Lessig, 1980)

39
Table 4.7: Descriptive Statistic for Information Satisfaction

Obs Mean Standard deviation

Interaction with a real-estate business representative 320 2.81 1.195679
Usefulness of a real-estate post 320 3.29 0.955203
Preference of media search 320 2.88 0.835702
Sufficient information 320 2.58 0.846292
Easy accessibility of information 320 2.65 1.186101
Updated information 320 2.88 0.899170
Ease access of posts 320 2.75 0.941989
Believable and trust worthy information 320 3.04 0.935576
Followable options 320 2.70 1.016730
Information satisfaction mean 2.85

Source: Own Survey Result (2021)

Table 4.7 shows that social media users find posts that explain or promote a real-estate business
useful, with mean scores of 3.29 and also believe that the information posted about the real estate
market is trustworthy with a mean score of 3.04, respectively. In addition, the overall mean score
of 2.84 shows that on average social media users feel moderate about most the information they
get from posts on social medias.
V. Consumer buying behavior
Consumer behavior studies individuals and groups when they select, purchase, use and dispose
products, ideas, services or experiences. There is a huge variety of consumers from a small child
asking mom to buy a new game to a 6 international corporation executive making a huge
investment deal. Consumers seek items to satisfy their basic needs and desires. Consumer behavior
is much more than studying what consumers buy. It attempts to understand how the decision-
making process goes and how it affects consumers’ buying behavior. (Solomon 2004, pp. 6-8.)

40
Table 4.8: Descriptive Statistic for consumer buying behavior

Obs Mean Standard deviation

Influences on buying behavior 320 2.10 0.901816

Buying decision made based on social media 320 3.05 1.000151

Advertisement reference on social media 320 3.41 0.773329

Recommendation of social media 320 3.46 1.094906

Discussion of social media 320 3.45 1.097654

Consumer buying behavior mean 3.09

Source: Own Survey Result (2021)

Table 4.8 shows that on average social media users are moderate about the influence that social
media has on their real estate buying decisions with a mean score of 3.09.
4.3. Reliability Test
The study used Cronbach’s alpha to test reliability of both the dependent and independent
variables. The result of the coefficient alpha for this study ‘s instrument of entertainment (0.810),
social imaging (0.826), content (0.853), information satisfaction (0.889) and consumer buying
behavior (0.833) indicate the scale is acceptable for further analysis. A Cronbach’s alpha score of
greater than 0.7 is considered acceptable (Mohsen T. &Reg D., 2008).

Table 4.9: Reliability test for service quality

Variables No of items Cronbach's Alpha

Entertainment 3 0.810
Social imaging 5 0.826
Content 7 0.853
Information satisfaction 9 0.889
Source: Survey
Consumer buying behavior 3 0.833
result (2020)

41
 4.4. Correlation Analysis
Pearson correlation analysis is conducted to analyze the strength of correlation between consumers
buying behavior and impact of social media. This coefficient can take on any value between 1 and
-1. A value of 1 represents a perfect positive correlation where as a value of -1 represents a perfect
negative correlation (Saunders, L. & Thornhill A, 2009). Furthermore, according Robson C.
(2002) correlation coefficients are further classified in detail as follows:

➢ 0.00 - 0.19 - slightly/negligibly correlated

➢ 0.20 - 0.39 - weakly correlated
➢ 0.40 - 0.69 - moderately correlated
➢ 0.70 - 0.89 - highly correlated
➢ 0.90 - 1.00 - very high correlated
➢ 1.00 - perfectly correlated
Table 4.10: Correlation table Source: Survey result (2021)

Correlations
Entertain Social Content Information Consumer
ment imaging satisfaction buying
behavior
Entertainment Pearson Corr. 1

Sig. (2-tailed)
Social Pearson Corr. .698** 1
imaging Sig. (2-tailed) .000
Content Pearson Corr. .769** .692** 1
Sig. (2-tailed) .000 .000
Information Pearson Corr. .590** .707** .679** 1
satisfaction Sig. (2-tailed) .000 .000 .000
Consumer Pearson Corr. .239** .376** .347** .101 1
buying Sig. (2-tailed) .000 .000 .000 .071
behavior N 320 320 320 320 320
**. Correlation is significant at the 0.01 level (2-tailed).

42
According to the table, Entertainment (0.239) and social imaging (0.376) respectively has a weak
but positive correlation with consumer buying behavior. Content (0.347) has also weak correlation
with consumer buying behavior. Likewise, Information satisfaction (0.101) has a slight but
positive correlation with consumer buying behavior.

4.5. Regression Analysis

4.5.1. Testing Assumptions of Classical Linear normality test
Test for average value of the error term is zero (E (ut) = 0) assumption

The first assumption required is that the average value of the errors is zero. In fact, if a constant
term is included in the regression equation, this assumption will never be violated. Therefore, since
the constant term (i.e., α) was included in the regression equation, the average value of the error
term in this study is expected to be zero.

4.5.2. Test For Absence of Series Multicollinearity Assumption

This assumption is concerned with the relationship exist between explanatory variables. If an
independent variable is an exact linear combination of the other independent variables, then we
say the model suffers from perfect collinearity, and it cannot be estimated by OLS (Brooks, 2008).
Multicollinearity condition exists where there is high, but not perfect, correlation between two or
more explanatory variables (Cameron and Trivedi 2009; Wooldridge 2006). According to
Churchill and Iacobacci (2005), when there is multicollinearity, the amount of information about
the effect of explanatory variables on dependent variables decreases. According to Gujarati (2004),
the standard statistical method for testing data for multicollinearity is analyzing the explanatory
variables correlation coefficients (CC); condition index (CI) and variance inflation factor (VIF).
Therefore, in this study VIF of all independent variables shows a maximum of 2.237which makes
it free from multicollinearity.

4.5.3. Test For Absence of Series Heteroskedasticity Assumption

A Breusch-Pagan / Cook-Weisberg test for heteroskedasticity was used and a p value of 0.326 was
obtained, which means that the data is free of heteroskedasticity.

43
4.5.4. Test for absence of Autocorrelation

A Durbin-Watson test for autocorrelation was used and a p value of 0.000 was obtained, which
means that the data is a positive autocorrelation.

4.6. Results of Regression Analysis

In order to answer the research questions simple classical linear regression model (CLRM) is
employed. This is because if the assumptions hold true, then the estimators determined by the
model will have a number of desirable properties, and are known as Best Linear Unbiased
Estimators (BLUE) (Brooks, 2008).

On the regression outputs the beta coefficient may be negative or positive; beta indicates that each
variable’s level of influence on the dependent variable. P-value indicates at what percentage or
precession level of each variable is significant. Adjusted R2 value indicates the explanatory power
of the model (Brooks, 2008).

This paper used a regression model to study the effect of social media on consumers buying
behavior. The model was regressed and results are discussed as follows.

Model: CBB=𝛂+ β1ent+ β2soimg+ β3con+ β4infsat+ɛ

Table 4.11: Regression analysis

Source SS Df MS Number of respondents = 320

Model 160.953 4 40.238 R-squared =0.480

Residual 174.019 315 0.552 Adj R-squared = 0.474

Total 334.972 319

44
 Coef. Std. Err T P>1
Entertainment .234 .169 3.570 .000***
Social imaging .458 .066 7.472 .000***
Content .050 .061 0.983 .326
Information satisfaction .096 .051 1.931 .054**
_constant 1.005 .050 5.954 .000
Source: Survey result (2021)

Note: the starred coefficient estimates are significant at the 1 % (***) and 10% (**) level.

According to Table 4.11 the adjusted R-squared is 0.480 which means that 48.00 % of the total
variation on consumers buying behavior is caused by a change in the explanatory variables taken
altogether. A p value of 0.000 indicates that the model is good fit at 1 % level of significance.

Table 4.11 also shows that entertainment and social imaging are significant at 1 % level
significance with a p-value of 0.000 and 0.000, respectively. The regression table also shows that
information satisfaction is significant at 10 % level significance with a p-value of 0.054. However,
as to table 4.11, content is insignificant with a p-value of 0.326.

Moreover, a coefficient of 0.234 for entertainment means that a 1 % increase in consumers’

perception of entertainment will lead to a 23.4 % increase in effect of social media on consumers
buying behavior. Similarly, a coefficient of 0.458 for social imaging means that a 1 % increase in
consumers’ perception of social image will lead to 45.8 % increase in effect of social media on
consumers buying behavior. Also, a coefficient of 0.096 for information satisfaction means that a
10 % increase in consumers’ perception of content will lead to a 9.6 % increase in effect of social
media on consumers buying behavior.

In contrary although there is a positive relationship between content and consumers buying
behavior with a coefficient of 0.05, it does not necessarily mean that an increase in customers
perception of content will lead to an increase in an effect of social media on consumers buying
behavior, since the p value for it is 0.326 which is insignificant.

45
4.7. Discussion of the Regression Results
H1: Entertainment has a positive and significant effect on consumer buying behavior

According to table 4.11 entertainment has a positive and significant effect on consumers buying
behavior with a p-value of 0.000 (l% level of significance) and a coefficient of 0.234.

This means that other things remaining constant a 1% increase in consumers’ overall perception
of entertainment has a 99% probability of increasing the effect of social media on buying behavior
of consumer by 23.4%.

Similarly, Markus and Markus (2010), Huseynov and Yıldırım (2014), Hensel and Deis (2010),
Kamy Anderson, associated Pro.Profs (2020), Azenegash Wolde (2019and Edelman (2018) have
concluded that entertaining part of social media has a positive and significant effect on consumers
buying behavior.

H2: Social imaging has a positive and significant effect on consumer buying behavior.

According to table 4.11 social imaging has a positive and significant effect on consumers buying
behavior with a p-value of 0.000 (1% level of significance) and with a coefficient of 0.458

This indicates that other things remaining constant a 1% increase in consumers’ overall perception
of content of social media posts a 99% probability of increasing customers’ satisfaction by 45.8%.

Also, Markus and Markus (2010), Huseynov and Yıldırım (2014), Hensel and Deis (2010), Kamy
Anderson, associated Pro.Profs (2020), Azenegash Wolde (2019and Edelman (2018) have
concluded that social imaging part of social media has a positive and significant effect on
consumers buying behavior.

H4: Information satisfaction has a positive and significant effect on consumer buying
behavior

According to table 4.11 information satisfaction has a positive and significant effect on customer
satisfaction with a p-value of 0.054 (10% level of significance) and a coefficient of 0.096.

46
 This indicates that other things remaining constant a 10 % increase in consumers’ overall
perception of information satisfaction of the posts on social media a 99% probability of increasing
customers’ satisfaction by 9.6%.

Likewise, Markus and Markus (2010), Huseynov and Yıldırım (2014), Hensel and Deis (2010),
Kamy Anderson, associated Pro.Profs (2020), Azenegash Wolde (2019and Edelman (2018) have
concluded that information satisfaction part of social media has a positive and significant effect on
consumers buying behavior.

Table 4-12: Summary of Hypothesis of the study

Hypothesis of the study 𝜷 Value P-Value Result

Decisions
H-1: Entertainment has a positive and significant effect on .234 P=.000, P<.05 Accepted
consumer buying behavior
H-2: Social imaging has a positive and significant effect on .458 P=.000, P<.05 Accepted
consumer buying behavior
H-3: Content has a positive and insignificant effect on consumer .050 P=.326, P>.05 Rejected
buying behavior
.096 P=.054, P<.05 Accepted
H-4: Information satisfaction has a positive and significant effect
on consumer buying behavior

47
 CHAPTER FIVE

SUMMARY, CONCLUSION AND RECOMMENDATION

5.1. Introduction
This chapter is deliberating summery of the data presented above, conclusions made based on the
above discussions and recommendations.

5.2. Summary of Findings

The purpose of this study was to study the effect of social media on consumers buying behavior in
the case of real-estate. 384 questionnaires were distributed and 320 were found to be eligible for
further study. Data was presented by using descriptive statistics, correlation and regression
analysis.

Out of the 320 respondent’s majority 72.18 % of them were female. Regarding age group the
majority age group was between the ages of 25 – 35 with a percentage of 78.75 %. Concerning
education level, the majority of the respondents were first degree graduates with a percentage of
57.81 %. Regarding occupation respondents were moderately distributed into business men,
government employees and private institutions employees. Most respondents were from Gullele
sub city with a percentage of 39.06 %. Most of the respondents are single with a percentage of
58.44 %.

The descriptive statistics for the independent variables show that most customers reported that
social media entertaining, useful and easily reachable source of information for accessing social
media advertisement. The frequencies of responses towards the three independent variables
(entertainment, social imaging and information satisfaction) and the dependent variable (consumer
buying behavior) show the positive or confirmation answers on the questionnaires.

From the distributed questionnaires it was gathered that social media users have a good perception
towards posts and messages about real estate social media regarding entertainment, information
satisfaction and social imaging. On the other hand, they have a poor perception towards contents.

Hence, based on the discussion made in previous chapters it is concluded that out of the four social
media variables entertainment, social imaging at 1% and information satisfaction at 10% level of

48
significance have positive effect on consumers buying behavior. On the other hand, content has
insignificant effect on customer buying behavior.

5.3. Conclusions
As conducted from this study real estate customers showed that they prefer social media channels
rather than other advertisement channels. consumers choose to use social media as to its
availability and affordability and also its entertaining and informativeness elements i.e., using
social media is easier than other advertisement channels to communicate with the consumers.
Industries in the real estate sector are encouraged by social media experts to have a presence across
various social medium; however, different channels lead to different forms of use among
individuals. A study that takes into attention the vast number of differences between the major
social media networks and watches how users engage with them over the passage of time would
be very valuable in this area of research.

5.4. Recommendation
As this study results show consumers buying behavior in the case of real estate market has been
affected by the mentioned variable of social media (entertainment, social imaging, content and
information satisfaction) based on this the researcher would like to recommend the few points.
• Real estate companies should Use the Right Real Estate Hashtags to Optimize their
Content. This Hashtags are often misinterpreted as a tactic with the sole purpose to increase
likes on a social media post. While hashtags do bring more engagement to content, they
also facilitate discovery on social media. They are an avenue for potential customers to
find the best real estate brand.
• Real estate companies should Include Realtor Quotes in Content Strategy this quotes and
testimonials are a great thing to include, and a way to improve the overall content strategy
• Real estate companies should Utilize the Best Social Media Tools for their real Estate
Business maximizing their efficiency.
• Real estate companies should Collect Reviews that have positive feed backs and write on
social media platform so that it will be valuable.
▪ The real estate companies should hire professionals in the sector of social media handling
to have a better outcome of the opportunity since the consumers prefer social media.

49
 ▪ Real-estate companies should continue on sending out complete and more data-based
information about the real estate property they provide to satisfy their consumers to
penetrate the market competition.
▪ In a distinct case this companies should make their posts more entertaining in their own
unique way and make the viewers feel that they belong to a certain group of people in their
own class.
▪ Regarding social imaging real estate companies should take different measures to different
groups of people to have a better outreach throughout social media.
▪ In general, the Subject of social media has got significant effect on the real estate market
therefore the companies should take great measure to adhesively using those channels.
5.5. Implication of Future Research
The results obtained from this study can be considered as a fundamental groundwork to future
research. The study is conducted on social media users and its effect on their buying behavior in
Addis Ababa. Future researchers who want to investigate in similar area may include other
geographical areas as well. Moreover, future studies may consider other variables or use a different
model.

50
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53
Annex I: Questionnaire

Questionnaire on Social Media Marketing

Addis Ababa University

School of commerce

Masters of Marketing Management Program

Dear respondents,

This Questionnaire is designed to collect primary data on a research topic entitled ““The effect of
social media on consumers buying behavior in Addis Ababa: in case of real estates “for the partial
fulfillment of the Masters (MA) in Marketing Management at Addis Abba a university. The
questionnaire is structured under three Parts: Part-I: general information; Part-II- Basic
information on Social Media Marketing; Part-III - consumers buying behavior. Filling the
questionnaire doesn’t take you more than 20 Minutes. The data collected has been used only for
academic purposes and is strictly confidential. You are kindly requested to fill each part of the
questionnaire completely with care, honesty and due attention. You are not Required to write your
Name.

With Kind Regards (Bethel Tehone)

Mobile Number (0936155303)

54
Part I: Demographic Questions

Direction: Please select an option by encircling the appropriate number against each question.

1. Sex:
1. Male 2. Female
2. Please indicate your age:

1. 18-25 2. 26-35 3. 36-45 4. 46-55 5. 56-65 6. 66+

3. Educational level:

1. No education 4. College Diploma

2. Primary education 5. First Degree

3. Secondary education 6. Postgraduate Degree

4. Marital status

1. Married 2. Single 3. Divorced 4. Widowed

5. Income source

1. Private work 2. Private employee 3. Merchant 4. House wife 5.

Government employee

6. Monthly income level

1.Below 10,000
2.From 10,001 to 20,000
3.From 25,001 to 30,000
4.Above 30,000
7. Sub city

1.Arada 2. Lideta 3. Addis Ketema 4. Kolfe Keranio 5. Kirkos 6. Bole

7. Nifas Silk Lafto 8. Lemi Kura 9. Gullele 10. Yeka 11. Akaki Kality

55
Part II: Social Media Component

Direction: Please rate the following statements related to each construct encircling the
appropriate number against each question. Where SDA=strongly disagree, DA=Disagree,
N=Neutral; A=Agree; SA=Strongly Agree.

S.No. Statements SD D N A SA
A A
Entertainment
1. I enjoy reading to real estate advertisements on social media 1 2 3 4 5
2. I find real estate advertisements posted on social media to be 1 2 3 4 5
appealing
3. I log in (sign in) to social media to view real estate 1 2 3 4 5
advertisement posts
Social Imaging
4. I “liked” a page on a social media that specifically promotes a 1 2 3 4 5
real-estate business
5. I follow an account on social media that promotes a real-estate 1 2 3 4 5
business
6. I prefer to follow a real estate page that already has many 1 2 3 4 5
followers than that of with few followers
7. I mostly ‘share’ advertisements made on social media about 1 2 3 4 5
real estate markets
8. I am inclined to read to ad advertisements with many ‘likes’ 1 2 3 4 5
and ‘shares’ than that of with few ‘likes’ and ‘shares’
Content

9. I pay attention to real-estate advertisements on social Media 1 2 3 4 5

websites
10. I pay due care about the content of advertisements on social 1 2 3 4 5
Media websites made by real estate companies or agents
11. I click on and read an article that was posted by a real estate 1 2 3 4 5
agency

56
12. I am motivated to read social media posts by a real estate 1 2 3 4 5
agency regarding the real estate market
13. I find it difficult to focus while reading articles about the 1 2 3 4 5
housing market

14. I exert much effort to evaluate the information posted by real 1 2 3 4 5

estate companies

15. I find the contents posted on social medias about the real 1 2 3 4 5
estate market (i.e., current market rates, re-sale tips, etc.)
Difficult to understand.

Information satisfaction
16. I have interacted with a real-estate business representative on 1 2 3 4 5
social media
17. I find posts that explain or promote a real-estate business 1 2 3 4 5
useful
18. I would prefer to research real estate leads on my own, instead 1 2 3 4 5
of reading a concise post by a real estate agency on social
19. Imedia.
find information posted on social medias about the real 1 2 3 4 5
estate market to be sufficient on its own.
20. I can access any information on the real estate market easily 1 2 3 4 5
using social media.
21. I can find updated information on the real estate market using 1 2 3 4 5
social media
22. I can access posts made on the real estate market in the past 1 2 3 4 5
with ease.
23. I believe the information posted about the real estate market is 1 2 3 4 5
trustworthy
24. I find information about the housing market and real estate 1 2 3 4 5
options easy to follow

57
Part-III: Consumers Buying Behavior

Direction: Please rate the following statements related to consumer buying behavior by encircling
the appropriate number against each question. Where SDA=1, DA=Disagree, N=Neutral;
A=Agree; SA=Strongly Agree.

IV. Statements SDA DA N A SA

25. Social Media influences my buying decisions 1 2 3 4 5
26. I have made a residential real estate purchase in the past five 1 2 3 4 5
years based on information gathered from social media
27. I refer to advertisements made on social media to make 1 2 3 4 5
purchases
28. I recommend others to refer to social media advertisements 1 2 3 4 5
when making purchases
29. I discuss with others about advertisements made on social 1 2 3 4 5
media

Thank you for Filling the Questionnaire!!!

58
 በማህበራዊ ሚዲያ ግብይት ላይ መጠይቅ
አዲስ አበባ ዩኒቨርሲት
የንግድ ትምህርት ቤት
ሁለተኛ ዲግሪ የግብይት አስተዳደር ፕሮግራም

ውድ ምላሽ ሰጪዎች
ይህ መጠይቅ በምርምር ርዕስ ላይ ዋና መረጃን ለመሰብሰብ የታቀደ ነው ““ ማህበራዊ ሚዲያ በአዲስ አበባ ውስጥ በተገልጋዮች
ግዥ ባህሪ ላይ የሚያሳድረው ተጽዕኖ ፣ በሪልስቴት ውስጥ””በአዲስ አበባ ዩኒቨርሲት ግብይት ማኔጅመንት ውስጥ ማስተርስ
(ኤምኤ) በከፊል ለመሟላት የተዘጋጀ መጠይቅ።መጠይቁ በሶስት ክፍሎች የተዋቀረ ነው-ክፍል-I: አጠቃላይ መረጃ; ክፍል-
II- በማህበራዊ ሚዲያ ግብይት ላይ መሠረታዊ መረጃ; ክፍል-III - ሸማቾች በግዢ የሚያሳዩት ባህሪ ፡፡ መጠይቁን መሙላት
ከ 20 ደቂቃዎች በላይ አይወስድዎትም። የተሰበሰበው መረጃ ለአካዳሚክ ዓላማ ብቻ የሚያገለግል ሲሆን በጥብቅ ሚስጥራዊ
ነው እያንዳንዱን መጠይቅ ክፍል በጥንቃቄ ፣ በሐቀኝነት እና ተገቢውን ትኩረት ሙሉ በሙሉ እንዲሞሉ በአክብሮት
ተጠይቀዋል ስምዎን እንዲጽፉ አይገደዱም።

ከሰላምታ ጋር (ቤቴል ተሆነ)

የተንቀሳቃሽ ስልክ ቁጥር (0936155303)

59
ክፍል 1፡ ጠቅላላ መረጃ

አቅጣጫ፡ የመረጡት ምላሽ ላይ በማክበብ ይመልሱ

1. ጾታ 1. ወንድ 2. ሴት

2. እባክዎን ዕድሜዎን ያመልክቱ

1. 18-25 2. 26-35 3. 36-45 4. 46-55 5. 56-65 6. 66+
3. የትምህርት ደረጃ
1. ያልተማረ 4. የኮሌጅ ዲፕሎማ
2. የመጀመሪያ ደረጃ ትምህርት 5. የመጀመሪያ ዲግሪ
3. የሁለተኛ ደረጃ ትምህርት 6. የድህረ ምረቃ ድግሪ
4. የጋብቻ ሁኔታ
1. ያገባ/ች 2. ነጠላ 3. የተፋታ/ች 4. መበለት
5. የገቢ ምንጭ
1. የግል ሥራ 2. የግል ሰራተኛ 3. ነጋዴ 4. ፈላጊ 5. የመንግስት ሰራተኛ
6. ወርሃዊ የገቢ ደረጃ
1. ከ 10,000 በታች
2. ከ 10,001 እስከ 20,000
3. ከ 25,001 እስከ 30,000
4. ከ 30,000 በላይ
7. ክፍለ ከተማ
1.አራዳ 2. ልደታ 3. አዲስ ከተማ 4. ኮልፌ ቀራንዮ 5. ቂርቆስ 6. ቦሌ
7. ንፋስ ስልክ ላፍቶ 8. ለሚ ኩራ 9. ጉለሌ 10. የካ 11. አቃቂ ቃሊቲ

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ክፍል II: ማህበራዊ ሚዲያ አካል
መመሪያ-እባክዎን ከእያንዳንዱ ጥያቄ ጋር ተገቢውን ቁጥር ከበው እያንዳንዱ ጥያቄ ጋር የተያያዙ የሚከተሉትን መግለጫዎች
ደረጃ ይስጡ። SDA = በጥብቅ አልስማማም ፣ DA = አልስማማም ፣ N = ገለልተኛ; A = እስማማለሁ; SA = በጣም
እስማማለሁ።
ተራ መግለጫዎች SD D N A SA
ቁጥር A A

I.I. መዝናኛ
1 በማህበራዊ አውታረ መረቦች ላይ ስለሪል እስቴት ማስታወቂያዎች በማንበብ ደስ
ይለኛል

2 በማኅበራዊ አውታረ መረቦች ላይ የተለጠፉ የሪል እስቴት ማስታወቂያዎች አስደሳች

ሆነው አግኝቸዋለሁ
3 የሪል እስቴትን የማስታወቂያ ልጥፎችን ለማየት ወደ ማህበራዊ አውታረመረብ
(በመለያ በመግባት) እገባለሁ
II.
II. ማህበራዊ ኢሜጂንግ

4 በተለይም የሪል እስቴትን ንግድ የሚያስተዋውቅ ማህበራዊ አውታረመረቦችን ገጽ

“ወድጄላቸዋልሁ”

5 የሪል እስቴትን ንግድ የሚያስተዋውቅ ማህበራዊ አውታረመረቦችን እከተላለሁ

6 ጥቂት ተከታዮች ካሉበት ቀድሞ ብዙ ተከታዮች ያሉት የሪል እስቴት ገጽን መከተል
እመርጣለሁ

7 እኔ ስለ ‹ሪል እስቴት› ገበያዎች በማኅበራዊ አውታረመረቦች ላይ የተደረጉ

ማስታወቂያዎችን በአብዛኛው ‹share› አደርጋለሁ

8 ከጥቂት ‹መውደዶች› እና ‹share›ያለዉ ማስታወቂያ ይልቅ ብዙ ‹መውደዶች› እና

‹share› ያገኘ ማስታወቂያ ለማንበብ ፍላጎት አለኝ ፡፡

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 III. ይዘት
III.

9 በማህበራዊ ሚዲያ ድርጣቢያዎች ላይ ለሪል እስቴት ማስታወቂያዎች ትኩረት

እሰጣለሁ
10 በማኅበራዊ ሚዲያ ላይ ስለ ሪል እስቴት ማስታወቂያዎች ይዘት ተገቢውን ትኩረት
አሰጣለሁ
11 በሪል እስቴት ኤጄንሲ የተለጠፈ አንድ መጣጥፍ አነባለሁ

12 በሪል እስቴት ኩባንያዎች ወይም ወኪሎች የተሠሩ የሪል እስቴት ማስታወቂያዎች

በማህበራዊ ሚዲያ ድርጣቢያዎች የሪል እስቴት ገበያን በተመለከተ በሪል እስቴት
ኤጄንሲ ገጾች አማካይነት ማህበራዊ ሚዲያ ልጥፎችን ለማንበብ አነሳሳለሁ

13 ስለ ቤት ገበያ የሚጠቅሱ መጣጥፎችን ሳነብ ማተኮር ይከብደኛል

14 በሪል እስቴት ኩባንያዎች የተለጠፉትን መረጃዎች ለመገምገም ብዙ ጥረት አደርጋለሁ

15 ስለ ሪል እስቴት ገበያ (ማለትም ፣ የወቅቱ የገበያ ዋጋዎች ፣ የሽያጭ ምክሮች ፣ ወዘተ)

በማኅበራዊ ሚዲያዎች ላይ የተለጠፉትን ይዘቶች ለመረዳት አስቸጋሪ ሆኖ
አግኝቸዋለሁ።
IV. የመረጃ እርካታ
IV.
16 በማህበራዊ አውታረመረቦች ውስጥ ከሪል እስቴት ንግድ ተወካይ ጋር ተገናኝቻለሁ

17 ስለ ሪል እስቴት ንግድ የሚያስረዱ ወይም የሚያስተዋውቁ ልጥፎችን ጠቃሚ ሆኖ

አግኝቸዋለሁ
18 በሪል እስቴት ኤጄንሲ የተሰጠው አጭር ጽሑፍ በማኅበራዊ አውታረመረቦች
ከማንበብ ይልቅ በሪል እስቴት ላይ የራሴን ጥናት ማድረግ እመርጣለሁ ፡፡

19 ስለ ሪል እስቴት ገበያ በማህበራዊ ሚዲያዎች ላይ የተለጠፈ መረጃ በራሱ በቂ ሆኖ

አግኝቸዋለሁ ፡፡
20 ማህበራዊ መረጃዎችን በመጠቀም በሪል እስቴት ገበያ ላይ ማንኛውንም መረጃ
በቀላሉ ማግኘት እችላለሁ ፡፡
21 ማህበራዊ ሚዲያዎችን በመጠቀም በሪል እስቴት ገበያ ላይ ጊዜዉን የጠበቀ መረጃ
ማግኘት እችላለሁ
22 ከዚህ በፊት በሪል እስቴት ገበያ ላይ የተሰሩ ልጥፎችን በቀላሉ ማግኘት እችላለሁ ፡፡

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 23 ስለ ሪል እስቴት ገበያው የተለጠፈው መረጃ እምነት የሚጣልበት ነው ብዬ አምናለሁ

24 ስለ የቤት ገበያ እና ስለ ሪል እስቴት አማራጮች መረጃ ለመከተል ቀላል ሆኖ

አግኝቸዋለሁ

ክፍል-ሶስት-የሸማቾች የግዥ ባህሪ

መመሪያ-እባክዎ በእያንዳንዱ ጥያቄ ላይ ተገቢውን ቁጥር በመክበብ ከሸማቾች ግዢ ባህሪ ጋር የተዛመዱ መግለጫዎች ደረጃ
ይስጡ። SDA = በጥብቅ አልስማማም ፣ DA = አልስማማም ፣ N = ገለልተኛ; A = እስማማለሁ; SA = በጣም
እስማማለሁ።
IV. የሸማቾች የግዥ ባህሪ SDA DA N A SA
25 ማህበራዊ ሚዲያ በግዢ ውሳኔዎቼ ላይ ተጽዕኖ ያሳድራል

26 ባለፉት አምስት ዓመታት ከማህበራዊ አውታረመረቦች በተሰበሰበው መረጃ

መሠረት የመኖሪያ ሪል እስቴትን ገዝቻለሁ
27 ግዢዎችን ለማድረግ በማህበራዊ አውታረመረቦች ላይ የተደረጉ ማስታወቂያዎችን
እጠቅሳለሁ
28 ሌሎች በሚገዙበት ጊዜ ወደ ማህበራዊ ሚዲያ ማስታወቂያዎች እንዲመለክቱ
እመክራለሁ
29 በማህበራዊ አውታረመረቦች ላይ ስለተደረጉ ማስታወቂያዎች ከሌሎች ጋር
እወያያለሁ

መጠይቁን ስለሞሉ አመሰግናለሁ!!!

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