A Study on the Influence of Social Media Reviews on Consumers’ Purchase Intention Towards Flats

Author

Nirosha L, Gayathri


Abstract

 Buying a flat is one of the biggest financial decisions most people ever make, and today many buyers begin their search on social media. This study looks at how social media reviews shape consumers’ purchase intention towards flats, with a focus on review credibility, review quality and relevance, the effect of positive and negative reviews, and the role of social media in the search itself. Primary data were collected from 75 social media users interested in buying a flat, using a structured questionnaire and convenience sampling. The responses were analysed with percentage analysis, Pearson correlation, a paired samples t-test and the chi-square test. Review credibility showed a moderate, statistically significant positive relationship with purchase intention (r = 0.543, p < 0.001). Respondents rated positive and negative reviews at similar levels (t = −1.66, p = 0.101), and the platform used most often was not significantly associated with how much reviews raised purchase interest (χ² = 11.64, p = 0.706). Instagram (64.0%) and YouTube (26.7%) were the most used platforms. The findings suggest that real estate developers and marketers should concentrate on genuine, detailed and property-specific customer feedback.


Keywords

Social media reviews, purchase intention, review credibility, electronic word of mouth, flats, real estate



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References


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