Smart digital marketing capabilities for sustainable property development: a case of Malaysia

Low, Sheen and Ullah, Fahim ORCID: and Shiwrozhan, Sara and Sepasgozar, Samad M. E. and Lee, Chyi Lin (2020) Smart digital marketing capabilities for sustainable property development: a case of Malaysia. Sustainability, 12 (13):5402. pp. 1-40.

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Digital tools and marketing have been widely adopted in various industries throughout the world. These tools have enabled companies to obtain real-time customer insights and create and communicate value to customers more effectively. This study aims at understanding the principles and practices of sustainable digital marketing in the Malaysian property development industry by investigating the extent to which digital marketing has been adopted, the impediments to its adoption, and the strategies to improve digital capabilities for the local context. Digital marketing theories, practices, and models from other industries are adopted and applied to the local property development industry to lay the foundation for making it smart and sustainable. This paper proposes a marketing technology acceptance model (MTAM) for digital marketing strategy and capability development. The key factors used in the model are ease of use, perceived usefulness, perceived cost, higher return, efficiency, digital service quality, digital information quality, digital system quality, attitude towards use, and actual use. The model and hypothetical relationships of critical factors are tested using structural modeling, reliability, and validity techniques using a sample of 279 Malaysian property development sector representatives. A quantitative approach is adopted, using an online questionnaire tool to investigate the behavior of respondents on the current digital marketing practices and capabilities of Malaysian property development companies. The results show that the sample property development companies are driven by the benefit of easily obtaining real-time customer information for creating and communicating value to customers more effectively through the company brand. Further strategies, such as creating real-time interactions, creating key performance indicators to measure digital marketing, personalization, and encouraging innovation in digital marketing are most preferred by local professionals. An adoption framework is provided based on the reviewed models and results of the current study to help transform the Malaysian property development sector into a smart and sustainable property development sector by facilitating the adoption of digital technologies. The results, based on real-time data and pertinent strategies for improvement of the local property sector, are expected to pave the way for inducing sustainable digital marketing trends, enhancing capabilities, and uplifting the state of the property development sector in developing countries.

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Item Type: Article (Commonwealth Reporting Category C)
Refereed: Yes
Item Status: Live Archive
Additional Information: Copyright: © 2020 by the authors. Licensee MDPI, Basel, Switzerland. This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license (
Faculty/School / Institute/Centre: No Faculty
Faculty/School / Institute/Centre: No Faculty
Date Deposited: 30 Jul 2021 01:13
Last Modified: 01 Sep 2021 03:14
Uncontrolled Keywords: COVID-19; dynamic capabilities; property digital technology; smart digital marketing; smart property management; smart real estate; sustainability; sustainable property development
Fields of Research (2008): 12 Built Environment and Design > 1299 Other Built Environment and Design > 129999 Built Environment and Design not elsewhere classified
Fields of Research (2020): 33 BUILT ENVIRONMENT AND DESIGN > 3399 Other built environment and design > 339999 Other built environment and design not elsewhere classified
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