Airbnb Case Study: Online Marketing in Real Estate Management Impact

This case study investigates the impact of online marketing on real estate management, using Airbnb as a central example. It explores the shift from traditional marketing methods to online platforms, emphasizing the importance of digital marketing and e-commerce for modern businesses. The study aims to determine the relationship between online marketing strategies and real estate management effectiveness within Airbnb's operational model. Key areas of focus include identifying the elements of online marketing that most significantly affect real estate management, such as corporate websites, social media marketing, search engine optimization (SEO), and search engine marketing (SEM). The research employs a conclusive research design, utilizing quantitative data analysis to validate hypotheses related to the impact of online marketing on factors influencing real estate management. Ultimately, the study seeks to provide actionable recommendations for Airbnb to improve their online marketing strategies, thereby enhancing their real estate management practices and addressing consumer grievances effectively. Desklib offers a range of resources, including similar case studies and solved assignments, to support students in their academic endeavors.

Running head: ONLINE MARKETING IN REAL ESTATE MANAGEMENT
Online marketing in real estate management
Name of the student
Name of the university
Author note

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Executive Summary
This study evaluated the impact of online marketing in the real estate management.
Globalization had changed the business scenario drastically and with the advent of the web 2.0,
there has been drastic increase in the connectivity and availability of data in the online platform.
Now after decades of evolution, the online medium plays a crucial in modern business
organization where digital marketing and ecommerce is essential for sustainability of
organizations in different industries. The conclusion that had been drawn from the study is that
there is positive relationship between real estate management and online marketing. There is
strong positive correlation between the two factors which means that positive improvement in
online marketing will improve real estate. Therefore, Airbnb should improve their online
marketing as it would enable them to manage their real estate business in a better way.

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Table of Contents
Chapter 1 Introduction.....................................................................................................................5
1.1 Introduction................................................................................................................................5
1.2 Motivations for the research......................................................................................................5
1.3 The significance of the study.....................................................................................................6
1.4 Research question......................................................................................................................6
1.5 Research Design........................................................................................................................7
1.6 Theoretical orientation...............................................................................................................8
1.7 Expected findings and applications...........................................................................................8
1.8 Structure of the thesis................................................................................................................8
1.9 Conclusion.................................................................................................................................9
Chapter 2: Literature Review.........................................................................................................10
2 Literature Review.......................................................................................................................10
2.1 Introduction..............................................................................................................................10
2.2 Online marketing.....................................................................................................................10
2.3 Elements of online marketing..................................................................................................11
2.4 Real estate management..........................................................................................................12
2.5 Factors affecting real estate management................................................................................13
2.6 Impact of online marketing on real estate management..........................................................14
2.7 Conclusion...............................................................................................................................14

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Chapter 3: Research Design...........................................................................................................15
3.1 Research Overview..................................................................................................................15
3.2 Hypotheses...............................................................................................................................15
3.3 Research Questions..................................................................................................................15
3.4 Research Design Analysis.......................................................................................................15
3.5 Instrumentation........................................................................................................................16
3.6 The Survey...............................................................................................................................16
3.7 Validity of the Survey..............................................................................................................17
3.8 The Interviews.........................................................................................................................17
3.9 Validity of the Interviews........................................................................................................17
3.10 Ethical Considerations...........................................................................................................18
3.11 Limitations of the Methodology............................................................................................18
3.12 Conclusion.............................................................................................................................18
Chapter 4: Findings and analysis...................................................................................................19
4.1 Quantitative analysis................................................................................................................19
4.1.1 Demographic questions........................................................................................................19
4.1.2 Questions on online marketing.............................................................................................20
4.1.3 Questions on real estate management...................................................................................24
5.0 Conclusion...............................................................................................................................36
References......................................................................................................................................37

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Topic: Impact of online marketing in real estate management- “A case study of Airbnb”
Chapter 1 Introduction
1.1 Introduction
This is a study which will evaluate the impact of online marketing in the real estate
management. Globalization has changed the business scenario drastically and with the advent of
the web 2.0, there has been drastic increase in the connectivity and availability of data in the
online platform. Now after decades of evolution, the online medium plays a crucial in modern
business organization where digital marketing and ecommerce is essential for sustainability of
organizations in different industries. In this scenario, the study has taken Airbnb as the
organization for the research which operates at the online medium. Airbnb is an American
organization operating in the hospitality sector, providing lease and short term lodging. The
organization acts a mediator where they assist their consumers to find homely environment while
they are on vacations.
1.2 Motivations for the research
Digital marketing is the modern approach to marketing and most of the companies are
using Omni channel marketing to gain competitive advantage in the market. However, Airbnb is
a firm operating only on the online platform and in the real estate sector developing trust is
important. Therefore, human interaction plays an important role in the success of the companies
in the real estate industry. This is a significantly motivating factor for conducting this research
as it is interesting to identify the ways the companies operating only in the online platform
develop their relationship with the target customer (Jones & Livingstone, 2015). Therefore, the

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research topic is quite relevant in the modern business scenario and will benefit start up firms
trying to operate in the real estate having minimum infrastructure and capital as it will consist of
relevant findings contributing to the global real estate industry. Moreover, the organization has
been facing issues in their management where multiple consumers have been trying to solve their
grievances. Therefore, the research will try to provide relevant recommendations to the
organization for solving their problem.
1.3 The significance of the study
The study is highly significant as it deals with the case of Airbnb which is an online
broker acting as a mediator between the consumer and the host. The role of online marketing in
real estate management is significant but there have been contradictory opinions where some
authors are against the above statement. Therefore, the study will evaluate those contradictory
statements to identify whether the statement holds true or not (Haynes, Nunnington & Eccles,
2017). Moreover, firms use Omni channel marketing so that they can develop relationship with
the consumers by personally interacting with customers. In this scenario, the study will also
identify the effect of online marketing for those companies solely dependent on the online
medium. The study will examine the different factors essential for real estate management and
how the different elements of online media are affecting those factors.
1.4 Research question
Research objectives
 To examine the impact of online marketing on the real estate management in Airbnb
 To identify the different elements of online marketing

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 To identify the different factors affecting the real estate management
 To recommend suitable strategies for improving their management in Airbnb
Research questions
 What is the impact of online marketing on the real estate management in Airbnb?
 What are the different elements of online marketing?
 What are the different factors affecting the real estate management?
1.5 Research Design
Research design defines the different methods and frameworks that will be used in the
study. Research design depends on the nature and objective of the study. Research design can be
exploratory and conclusive depending on the requirements. Exploratory research uses a
descriptive method to explore different literature but there is fixed conclusion to it. This means a
study may not have provide any specific conclusion and provide multiple alternatives for a
specific problem. However, in case of conclusive research the study will have a specific
conclusion and the literature will be developed based on the conclusion. The study will aim to
validate the conclusion by evaluating the problem which means that deriving a valid inference
from the discussed problem is the main purpose of the study. In this present study, conclusive
research design will be used where the quantitative data analysis will conducted to validate the
derived hypothesis.

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1.6 Theoretical orientation
This study is based on the reality and truth oriented correspondence theory where
positivism is the philosophy of research and deductive approach will be used to validate the
hypothesis in the study. Positivism is based on observation and it is used to derive realistic data.
Therefore, phenomenon will be observed, data will be collected and analyzed. The data collected
using positivism can be quantified by applying statistical techniques. Therefore, the data
collected has to be discrete and observable other data analysis is not possible. The deductive
approach will prove the hypothesis developed in the literature review of the study.
1.7 Expected findings and applications
The study is expected to establish a positive relationship between the online marketing
and real estate management. The important elements if online marketing will be identified and
its impact on the factors of real estate management will be established to provide
recommendation to Airbnb.
1.8 Structure of the thesis

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1.9 Conclusion
This chapter of the study introduces the readers with the research context, the objective
and the significance in the modern business context. The frameworks have been described so
that the premises and the research problem are clear to the readers.

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Chapter 2: Literature Review
2 Literature Review
2.1 Introduction
As stated by Eraker et al., (2015), the growth of the internet would significantly impact
the market for the real estate companies and brokerage related services. However, there has been
considerable reduction in the man power involved in the real estate industry. Moreover, there
has been considerable increase in the support services in the industry. On the contrary, Phillips et
al., (2017) stated that growth of the online media will have adverse effect on the industry and the
management of the real estate has become a tough act for the firms in the industry.
2.2 Online marketing
The availability of the information about different sectors is high and majority of the
customers are reliant on the information available on the internet. As stated by Li and Kannan,
(2014), the online media platform has readily replaced the other tradition form of marketing such
as TV, radio and newspaper. There are large numbers of companies that use online platform as a
virtual marketplace. Therefore, the consumers have the opportunity of comparing information on
different websites to find their suitable service and product. There are different components of
the online platform but the most essential components of online marketing are the corporate
websites, social media platforms, SEO (search engine optimization) and Search engine
marketing (SEM). These elements if used effectively will provide a company with competitive
advantage in the market.

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2.3 Elements of online marketing
According to Srinivasan, Rutz and Pauwels (2016), the different element of online
marketing is essential for having a better management in the real estate market. The different
elements of online marketing will be described in detail.
Corporate websites
The consumers use the internet platform to gain qualitative information regarding
different topics. Therefore, the company corporate website should contain proper, sufficient and
complete information regarding the company otherwise; they will leave the website due to lack
of information (Scott 2015). The different website quality factors are customer confidence,
customer relationship services, ease of use and online resources. Therefore, in order to provide
the consumer with best possible experience these factors are essential.
Social media marketing
As opined by Hollensen and Raman (2014), social media marketing is one of the
important component of online marketing. The number of subscribers to the social networking
sites and microblogging sites have increased significantly. The organizations having strong
social media presence have a competitive advantage as they can directly communicate with the
consumers. The firms share important information about the different products they are
developing and the feedback of the customers are crucial. Customers liking the product of the
organization will share the company posts which is a free publicity for the organization.