E-Marketing Communication and Loyalty in Real Estate Customers Based on Their Income

  •  Juan R. Gutiérrez-Velasco    
  •  David Cabral-Olmos    
  •  José T. Marín-Aguilar    


The real estate industry is one of the most profitable activities worldwide, for instance, GDP-wise in 2020 it had a share of 5.8% within the Mexican economy, that is above 62 billion dollars (Statista, 2022; The World Bank, 2022). An activity with such relevance should keep up with world trends such as digitalization, e-commerce, and communication especially during the pandemic. COVID-19 accelerated the need of a multichannel integration in order to compete in today’s fierce competition. Digitalization has helped companies and people to find each other allowing them to communicate and exchange value, all of these resulting in long relationships. The problem analyzed within this research is made up of the little knowledge the realtors have regarding digital tools and how they can use them in their daily work activities as well as the effect they may have. Therefore, the purpose of this study is to analyze the influence of e-marketing communication on customer’s loyalty in the real estate business and to find out if there are any variations in terms of people's income. PLS-SEM was used so as to determine the link between each of the constructs in the proposed model, results show that e-marketing communication has a favorable and significant impact on customer loyalty, and that this influence is related to people's income.

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