The Use of Social Media Platforms and their Impact on Enhancing Digital Engagement with Customers in the Jordanian Housing Sector

Abstract

Objectives: This study aimed to identify the impact of social media platforms (such as Facebook, Twitter, and YouTube) on the services provided by housing companies in Jordan. The study explores how social media affects customer awareness, customer acquisition, customer retention, brand awareness, and customer loyalty within the real estate sector in Jordan. Methods: A survey methodology was employed, utilizing both descriptive and analytical approaches to address the research questions. A sample of 182 participants, all property owners in Amman (Jordan’s capital), who engage with housing companies through social media platforms, was selected. The survey consisted of two sections: the first focused on demographic details and social media usage patterns, while the second measured variables such as customer awareness, customer acquisition, retention, increased awareness, and enhanced loyalty. Data were analyzed using simple regression techniques. Results: The findings revealed that social media usage has a significant impact on increasing customer awareness (85.7%), acquiring new customers (84.3%), and raising brand awareness (85.3%). However, its effect on customer retention (77%) and enhancing customer loyalty (76.7%) was relatively lower. Simple regression analysis indicated that social media usage explained a substantial portion of the variance in customer awareness, customer acquisition, and customer retention, with statistical significance for all variables. Conclusions: The study concludes that social media platforms play an indispensable role in increasing customer awareness and acquiring new clients in the real estate sector in Jordan. However, retaining customers and enhancing loyalty through social media requires more specialized and sustained engagement strategies.