Jassim Ahmad Al-Gasawneh

The modern real estate industry, including real estate market in Jordan, is highly competitive and challenging. This descriptive study aims to examine the effect of visual social media marketing (VSMM) on customer purchase intentions of Jordanian real estate companies. The paper used electronic word-of-mouth (e-WOM) as a mediator and reliability as a moderator of the relationship between e-WOM and customers’ purchase intention. A conceptual model comprised VSMM dimensions (informative content, entertainment content, and remunerative content), which affect the purchase intention of customers, mediated by thee WOM construct. The construct of reliability moderated the link between e-WOM and purchase intention. Questionnaires were distributed through Google Forms to respondents selected by convenience sampling; as a result, 250 responses were received. PLS-SEM was used to analyze the data and test the hypotheses. The results confirmed a significant impact of VSMM and e-WOM on purchase intentions. In addition, the study found that e-WOM mediates the relationship between VSMM and purchase intention, and reliability moderates the link between e-WOM and purchase intention. The results can help Jordanian real estate companies employ VSMM to increase their customers’ purchase intentions.

This research aims to investigate the direct and formal effect of visual aesthetics on customers’ willingness to participate in an online marketing campaign, given that visual aesthetics is considered a salient design characteristic that customers tend to refer to when expressing their experience with the online retailer environment. This research study incorporates the Theory of Reasoned Action (TRA) and the Technology Acceptance Model (TAM) to propose and estimate this direct effect through structural aesthetics TAM model. In order to validate the proposed model, an online survey with interactive experience was constructed utilizing an open-source platform and was primarily sent to scholars specializing in HCI, informatics, user experience, and digital marketing research in the United Kingdom. The data were obtained from 360 participants, and Partial Least Squares (PLS) path modeling using SmartPLS 4 was employed to evaluate the proposed model. The empirical evaluation demonstrated and confirmed the authenticity and novelty of significant direct and formal effects of customers’ perceived visual aesthetics on their willingness to participate in an online marketing campaign (β = 0.462, t = 10.847, p < 0.001), and their usage attitude (β = 0.789, t = 39.622, p < 0.001). These findings highlight the importance of visual aesthetics in online marketing campaign design, suggesting that concise, well-organized, and visually appealing user interfaces is more likely to engage customers than a complex, cluttered one.