The reliance on social media during house hunting : a Maltese case study

Abstract

Social Media has caused a change in the way people interact and communicate (Carther, 2013) The focus of this research is on the possible reliance on online social networking sites during house hunting. I further intend to examine the role of the agent in a property sale transaction and the potential impact of social media on a real estate agent. An analysis of the situation in Malta is undertaken to identify, the evolution of Social Media and its effects and impacts on the Maltese islands. Different interpretations on this topic are pointed out through literature. Some argue that Social Media has improved social interactions and facilitate business transactions while others state that this has led to a disturbance in the relationships which individuals have on the web. The scope of this literature is to use quantitative research methodology to assess the cause and effect relationship between Social Media and real estate marketing. The outcomes of the research may serve as an indicator to real estate firms and agents on how they can be involved in the decision-making process via social media platforms mainly through Facebook.