Digital Marketing Influence on Real Estate Buying Intentions in India's NCR

K. D. V. Prasad's dataset contains survey data from 499 residential property buyers in India's National Capital Region, used to analyze the influence of digital marketing on purchase intentions. The data underpins a structural equation modeling study examining content marketing, social media marketing, search engine marketing, online advertising, and virtual tours. The dataset was last updated on 2026-06-01.

Use Cases

• Modeling consumer purchase intention based on digital marketing stimuli described in the study.
• Analyzing the mediating role of trust in developers on buying decisions.
• Testing structural equation models with constructs like perceived usefulness and digital marketing subdimensions.
• Comparing the relative impact of content marketing versus search engine marketing on consumer perceptions.

Strengths

• Dataset is based on a survey of 499 respondents, providing a substantive sample size for analysis.
• The study design applies established theoretical frameworks, including the technology acceptance model and stimulus-organism-response framework.
• Data has been subjected to exploratory, confirmatory, and structural equation model analysis, suggesting a structured analytical process.

Limitations

• Column-level documentation is absent; field semantics must be inferred after download.
• Row count is unknown, which may limit suitability assessment.
• Data may reflect geographic bias inherent to the National Capital Region of India.

Provenance

Source

K. D. V. Prasad via figshare

Collection Method

Data were collected from residential property buyers in India's NCR using a structured questionnaire.

Freshness

Last updated 2026-06-01 05:26:52; freshness should be verified.

Geography

India's National Capital Region (NCR)