Impact of Digital Marketing and Social Factors on Customer Behavior Towards Residential Construction in Shandong, China

Abstract

This research aimed to 1) assess the demographic factors that affect customer behavior towards residential construction in Shandong, China, and 2) examine the influence of digital marketing and social factors on customer’s behavior towards residential construction in Shandong, China. The conceptual framework is based on the CDJ model. The sample was 400 customers or expected to be the customers of the residential construction business in Shandong province, China. Statistics used to analyze data were descriptive statistics, including Frequencies, Mean, and Standard Deviation, and inferential statistics were Independent Samples t-test, One-way ANOVA, LSD, and Multiple Linear Regression. The analysis found that most customers expecting to be the customers of the residential construction business in Shandong province, China, are females aged 36-45, married, with a Bachelor’s degree, with a monthly income of 10,000-20,000 yuan, and state-owned employees. The hypothesis results found that a significant difference in educational background affects customers’ behavior differently. Digital marketing has influenced customer behavior, including SEM, display ads, influencers, and social factors, including family, reference groups, and roles and status. The recommendations to improve the residential construction business are provided in detail.