INDICATORS FOR MEASURING SUSTAINABLE DIGITAL MARKETING PERFORMANCE IN THE REAL ESTATE INDUSTRY: AN E-DELPHI TECHNIQUE APPROACH

Abstract

The use of social media platforms with distinct characteristics and user-centric goals significantly impacts the selection of online channels and the design of digital marketing strategies in the real estate industry. These strategies aim to reach and attract target audiences while fostering long-term brand loyalty. This study sought to establish effective indicators for measuring sustainable digital marketing performance. Using the electronic Delphi technique, a qualitative research approach was employed with 21 purposively selected experts. The research identified six key indicators of sustainable digital marketing: 1) satisfaction with social media usage, 2) confidence in social media platforms, 3) willingness to recommend and share, 4) professionalism and ethical commitment, 5) satisfaction with user experience, and 6) desire to support the brand. These findings suggest that these six indicators should be incorporated into practical performance measurement designs for sustainable digital marketing, not only in the real estate sector but potentially across various industries in the future.