Impact of Advertising and Brand Awareness Customer Attitude toward

Positive Word of Mouth at Apartment Business in Bangladesh.

SUBMITTED TO
Dr.Shahidul Islam
Associate Professor
Department of Marketing
Faculty of Business Studies
Comilla University

SUBMITTED BY
Al-Amin
ID: 22207032
Department of Marketing
Faculty of Business Studies
Comilla University

22 November, 2023
Department of Marketing
Faculty of Business Studies
Comilla University

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Table of Contents

1.CHAPTER ONE:INTRODUCTION . ………………………………………… 3-8

1.1. Introduction……………………………………………………………….. 4
1.2. Background of the study………………………………………………….. 5
1.3. Research Problem and Gaps…………………………………………….... 6
1.4. Research Questions……………………………………………………….. 7
1.5. Objectives of the study………………………………………………......... 7
1.6. Significance of the study………………………………………..……….... 8

2.CHAPTER TWO:LITERATURE REVIEW……………………..…………… 9-24

2.1. Literature review………………………………………………………........ 10

2.2. Theoretical Background…………………………………………………...... 10

2.2.1. Positive word of mouth……………………………………………………………………………….. 12

2.2.2. Customer Attitude……………………………………………………………………………………….. 14

2.2.3. Advertising…………………………………………………………………………………………………… 16
2.2.4 Sales promotions…………………………………………………………………………………………… 20

2.2.5. Brand Awareness………………………………………………………………………………………….. 21

2.3. Conceptual Framework and hypotheses………………………………….... 23-24

3.CHAPTER THREE:RESEARCH METHODOLOGY.……………………. 25-29

3.1. Research Methodology………………………………………………….. 26
3.2. Research Design& Instrument………………………………………….... 27

3.3. Sample Size & Sample Techniques……………………………………….. 27

3.4. Data collection Method……………………………………………………. 28

4.CHAPTER FOUR: DATA ANALYSIS AND RESULTS………………………. 30-42

4.1. Analysis & interpretation ………………………………………………… 31
4.2. Reliability test…………………………………………………………….. 31
4.3. Descriptive statistics demographic variables………………….........……. 33
4.4. Regression Analysis…………………………………………………….... 36
4.5. Co-efficient……………………………………………………………….. 39

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 4.6. Correlation……………………………………………………………....... 40

5.CHAPTER FIVE: RECOMMENDATION,CONCLUSION & LIMITATATION 43-48

5.1. Managerial Implications…………………………………………………. 44
5.2. Recommendations………………………………………………………... 45
5.3. Conclusion………………………………………………………………... 46
5.4. Limitation………………………………………………………………… 47

REFERENCES……………………………………………………………………… 49-56
6. APPENDIX………………………………………………………………………. 56-61
6.1. Appendix 1: Questionnaire……………………………………………….. 60

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CHAPTER ONE
INTRODUCTION

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 Chapter One: Introduction

1.1 Introduction:

Apartment Business is one of the major industries in Bangladesh. It contributes 12-15% in

National GDP. About 5 million skilled and unskilled human resources are directly and

indirectly involved in this sector. The public sector was traditionally unable to meet the

housing demand in the country. Apartment Business companies took initiatives for private

housing since early 1980s. The demand for apartment housing was increasing gradually and

more and more developers came in the market. Dhaka is the most important city of

Bangladesh where every year people are increasing. The population of Dhaka City is

increasing terrifyingly, current population growth of Bangladesh is 2.06% but the

population growth of Dhaka City is 4.2%, its share of national urban population was 25% in

1981,31% in1991 and 34% in 2001 respectively. So it is very clear that housing problems is

acute beside the increasing population. Apartment Business is playing an important role to

solve the housing problem and contribution to the economy. Apartment Business is also

becoming more significant business in the last couple of years. The business of real estate is

the profession of buying, selling or renting land, building or housing. Three decades back

the dwellers were reluctant to live in flats in Dhaka city, due to increased land cost as well

as construction cost and other reasons such as reluctance of individuals to spend time and

energy in house construction, increased awareness of apartment living and western

influence. As a result apartment-owing is becoming increasingly popular and demand. Many

apartment builders have appeared in the market in recent years. Twenty years ago there were

fewer than five companies in Bangladesh engaged in developing apartments while today

there are more than 2000 developers. It may be mentioned here that in1988 there were less

than 20 such developers in Dhaka, now-a-days 1500 & above developers are working in

Dhaka City among them 1226 developers are members of Real Estate & Housing

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Association of Bangladesh (REHAB). Nevertheless, there are many other companies/

individuals engaged in such development in smaller scale and selling apartments to friends

and relatives only. With a rising population and increasing housing demand, apartment

culture has grown up in Dhaka. It first appeared in Dhaka near Central Road and

subsequently the city experienced a boom in apartment development in all residential area,

to name just a few in line with this. During the last decade, the total volume of real estate,

renting and business service sector increased every year which implies a positive growth in

the sector every year which implies a positive growth in the sector but compared to overall

GDP growth this sector expanded at a slower rate. The growth in this industry also

facilitated a fast growth in many linkage industries like glass & glass products industry,

brick industry, cement industry, ceramic industry, iron and steel industry etc over the last

decade. Such consistent growth in the real estate sector is mainly due to a consistent demand

at the consumer end

1.2 Background of the study

The apartment business in Bangladesh has witnessed significant growth in response to the
country's rapid urbanization. This report covers External and Internal Environmental factors
that may influence the business of Apartment Business. and Positive word of Mouth real
estate business of Bangladesh and meet the solution. However, since the information of
business strategies are confidential and sensitive in nature, so that I tried to construct this
report with the help of available information. The study of positive word of mouth in the
apartment business is a relatively new area of research. However, it draws on several key
areas of research, including marketing, consumer behavior, social influence, and relationship
marketing., positive word of mouth is considered a form of "earned media," as opposed to
paid or owned media, and is therefore an important component of a business's overall
marketing strategy. Studies in this area examine how businesses can use positive word of
mouth to increase sales and improve brand reputation. Positive word of mouth is influenced
by factors such as satisfaction, trust, and loyalty. Research in this area examines how these
factors impact positive word of mouth and how businesses can use this information to

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improve customer attitude .In terms of social influence, positive word of mouth is a form of
social influence, as it occurs when individuals are influenced by the opinions and
recommendations of others. Research in this area examines how positive word of mouth
spreads through networks of individuals and how businesses can use this information to
improve their marketing efforts. In terms of relationship marketing, positive word of mouth is
an important aspect of relationship marketing, which focuses on building long-term
relationships with customers. Research in this area examines how businesses can use positive
word of mouth to increase customer loyalty and retention. Overall, the study of positive word
of mouth in the apartment business is interdisciplinary, drawing on concepts from marketing,
consumer behavior, social influence, and relationship marketing.

1.3 Research problems and Gaps

Prior research emphasis the importance of providing information regarding knowledge

resources, which is in general and the effect it has on business performance. There have been

various attempts by researchers to evaluate positive word of mouth driven by Attitude. There

has been an increased focus on the relationship between attitude and Positive word of mouth,

in terms of promotion value like advertising, sales promotion and brand awareness in recent

years. However, there are also studies where such a relationship has not been found.

Therefore, by going through all the past research papers I found gaps in the prior studies.

Conceptual models should be revised to reflect that there has been a lack of narrowly defined

measures of attitude in terms of advertising, sales promotion and brand awareness which

drives customer attitude. Customer Positive word of mouth should be broadened to encompass

attitude. On customer positive word of mouth many researcher done many research before.

But no researcher has ever done any research with these research factors.

1.4 Research Question

Research questions are designed to obtain sufficient information about internal states and

external cues that positive word of mouth at Apartment Business. This paper particularly

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proposed following research questions that's are lined with the objectives of this study, which

are:

RQ-1: How does positive word of mouth impact the success of a real estate business?

RQ-2: How does the reputation of a real estate business impact customer attitudes and

positive word of mouth?

RQ-3: .How does sales promotion affect customer attitudes and the generation of positive

word of mouth in the real estate industry?

RQ-4: What impact does a consistent brand image have on customer attitudes and positive

word of mouth in the real estate industry??

1.5 Objective of the study:

Broad Objectives

The main objective of this study is to investigate the factors that affect Positive Word Of

Mouth of real estate industry in Bangladesh that mentioned in the problem statement by

prepared a general objective then scoped down further more to a specific objective. Broad

objective aims to covers the core element of an internship report.

Specific Objectives

The primary objective of this study is to analyze and to find out the reasons and factors that

influence on Positive Word of Mouth when buying a residential property in Bangladesh.

Besides, this study will benefit and can help to identify the property features which have been

most preferred by buyers when buying an apartment in Bangladesh.

The specific objectives of the study are given below:

➢ To study the impact of Advertising influence on Attitude in apartment business.

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➢ To study the impact of Sales Promotion influence on attitude in

apartment business .

➢ To study the impact of Brand Awareness influence on Attitude in

apartment business.

➢ To study the impact of Attitude influence on Positive Word of Mouth in

apartment business

1.6 Significance of the study

The study focuses on Four different factors that definitely affect positive word of mouth, the

study results surely help the selected companies operating on a real estate sector, meaning the

finding of the research will provide a significant understanding to the companies how price

they have tagged, quality of product they are providing, and location is affecting their

customer‘s preference to purchase a residential house. Understanding this will pave a new

door both for the management and marketing department of the chosen real estate developers

to give emphasis on the marketing tool price, quality and location if they have failed to meet

their customers need if any. On top of this the study of this research has provided a relevant

understanding about the significant relationship between price, quality of a house on customer

decision to possess a house. And finally, students or researchers who are interested to research

on topics related to determinant factors that impact positive word of mouth of a house, they

can refer from it as a secondary source of data.

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 CHAPTER TWO
LITERATURE REVIEW

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 Chapter TWO: Literature review

2.1 Literature review

A literature review is a comprehensive summary and evaluation of the existing research on a

particular topic. It is an important part of many academic and research projects, as it provides

an overview of the current state of knowledge on a topic and helps to identify gaps in the

existing research.

2.2 Theoretical Background

According to the two-step flow theory, opinion leaders play a critical role in shaping

consumer opinions and decisions through their influence over their followers. Opinion leaders

are individuals who have a high level of social influence and are trusted by their followers for

their knowledge and expertise. They are more likely to seek out and respond to new

information, and are often the first to adopt new products and services. The theory also

suggests that the influence of opinion leaders may be greater than that of mass media and

other formal sources of information. This is because their recommendations are based on

personal experience and are perceived as more credible and trustworthy by their followers.

One of the most well-known theories of advertising is the elaboration likelihood model

(ELM). The ELM was introduced by Richard Petty and John Cacioppo in 1986 and suggests

that there are two routes to persuasion: the central route and the peripheral route. The central

route to persuasion occurs when an individual carefully considers the arguments presented in

an advertisement and makes a decision based on the strength of the arguments. This route is

more likely to lead to long-term changes in attitudes and behavior and is more effective when

the audience is motivated and has the ability to process the information. The peripheral route

to persuasion, on the other hand, occurs when an individual is influenced by peripheral cues

such as the source of the message, the visual imagery, or the emotional appeal of the
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advertisement. This route is more likely to lead to short-term changes in behavior and is more

effective when the audience is not motivated or lacks the ability to process the information.

The ELM has been widely tested and supported by empirical evidence, and it remains one of

the most influential models of advertising effectiveness. It provides a useful framework for

understanding the factors that influence consumer behavior and how advertising can be used

to influence consumer attitudes and decision-making. One of the most well-known theories of

sales promotion is the low-involvement hierarchy model. The low-involvement hierarchy

model was introduced by John Howard and Jagdish Sheth in 1969 and suggests that consumer

decision-making can be divided into three levels of involvement: low, moderate, and high. For

low-involvement products, such as snack foods or soft drinks, consumers tend to make

impulsive decisions based on simple cues such as price, brand, or packaging. Sales

promotions, such as discounts or buy-one-get-one-free offers, are effective in encouraging

consumers to purchase low-involvement products because they provide a simple and

straightforward reason to buy. For moderate-involvement products, such as appliances or

automobiles, consumers tend to engage in more extensive information search and evaluation

before making a decision. Sales promotions, such as rebates or extended warranties, are

effective in encouraging consumers to purchase moderate-involvement products because they

provide additional information and incentives to buy. For high-involvement products, such as

real estate or major investments, consumers tend to engage in an even more extensive

information search and evaluation before making a decision. Sales promotions, such as free

trials or consultations, are effective in encouraging consumers to purchase high-involvement

products because they provide a low-risk opportunity for consumers to experience the product

before making a commitment. According to the brand recognition model, exposure to a brand

name or symbol leads to attention, which is then followed by comprehension, or the

understanding of what the brand represents. This information is then stored in memory, which

enables consumers to recall the brand in the future. The brand recognition model also suggests
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that the strength and accessibility of brand memories are influenced by several factors,

including the frequency and consistency of brand exposure, the emotional appeal of the brand,

and the consumer's motivation and ability to process the information. According to the

classical theory, people develop attitudes towards objects, people, or issues based on their

associations with positive or negative stimuli. For example, a person may develop a positive

attitude towards a brand of chocolate if they have had positive experiences (such as enjoyment

or satisfaction) while eating it. Another well-known theory of attitude is the social-cognitive

theory. The social-cognitive theory, also known as the tripartite theory, was introduced by

psychologist Abraham Tesser in 1988 and suggests that attitudes are a combination of

cognitive, affective, and behavioral components. According to the social-cognitive theory,

attitudes are formed through a combination of direct experience, observation of others, and

information from the environment. The affective component of attitudes refers to the

emotional or evaluative aspect, while the behavioral component refers to the tendency to act

in a particular way. The cognitive component refers to the beliefs and attitudes an individual

holds about the object, person, or issue.

2.2.1 Positive Word of Mouth

According to Kotler & Keller (2012) Word of Mouth Communication is a communication

process in the form of providing recommendations both individually and in groups for a

product or service that aims to provide personal information. According to Lupiyoadi

(2006:238) Word of Mouth is a form of promotion in the form of word of mouth

recommendations about the goodness in a product. According to Hasan (2010) Word of

Mouth is a compliment, recommendation and comment from customers about their experience

of service quality for a product or service that really influences customer decisions or their

buying behavior. Word of Mouth indicators according to Sernovitz (2009:31) are: Discussion,

topics, tools, participation and supervision. Word of mouth has been widely studied by
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previous researchers including: (F. Saputra, 2021), (Mahaputra & Saputra, 2022), (Zulkarnain,

2021), (Mighfar et al., 2020), (Mighfar et al., 2020). Voyer and Ranaweera (2015),

investigated the impact of WOM on the service purchase decisions. This paper studied the

interaction between the tie strength and the service purchase decision and how it impacted the

WOM influence. The outcome risk and the psychological risks were tested for their impact on

the involvement for the purchase decision. Choudhury (2014), explored the impact of various

dimensions of service quality on WOM. The study aimed to link the constructs of service

quality and WOM at the dimension level. The study focused on the retail banking industry

and thus the data were collected from 6 major banks. The authors had contacted 3600

customers and have received 864 complete usable questionnaires. Customer perceived service

quality was measured using the modified SERVQUAL instrument. The questionnaire

contained two sections to measure the customer expectation and customer perception. Few

items from the original SERVQUAL scale were dropped or modified to make it suitable for

this study. From the factor analysis, four factors were identified for service quality: attitude,

competence, tangibles and convenience. The analysis was done using the multiple regression

analysis to find out the effect of the factors oft service quality on WOM. Researchers Roy et

al. (2014) investigated the mediating impact of stickiness and loyalty on the WOM promotion

focusing on the retail websites. They aimed to develop and test a model to test the relationship

between the dimensions of e-services cape, website quality, stickiness, loyalty and WOM.

Researchers Sweeney et al. in 2008 had studied from the receiver’s end, the factors which

influenced the positive word of mouth. The objective of the study were to find the outcomes

of WOM, the factors that influences the receiver to act on WOMs and it also aimed at

developing a model which relates to consume experience when they receive the WOM. Gruen

et al. (2006) had studied one specific aspect of eWOM communication. They studied the

impact of consumer to consumer (C2C) knowhow exchange on value perception and loyalty.

The paper also studied the antecedents of consumer know how exchange like motivation,
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opportunity and ability. The paper proposed a model stating that the perceived utilitarian

value that the consumers receive and their loyalty could be influenced by exchange of C2C

knowhow. This C2C know how exchanges were facilitated by motivation, opportunity and the

ability to engage in knowhow exchange. Wirtz and Chew (2002), in their study investigated

the impact of incentive, satisfaction, deal proneness and tie strength on WOM behavior in

services context. They felt the need to find out how WOM can be managed more effectively.

Lim and Chung (2014), intended to find out how the brand familiarity affects the motivation

for evaluating WOM for the brand. The researchers believed that brand familiarity, rather than

product familiarity would affect the motivation to process WOM. Chung and Tsai (2009)

studied the impact of tie-strength on WOM and how it was affected by the regulatory focuses.

The theory of regulatory focus said there were two distinct motivations: promotion focused –

where the individuals were sensitive to positive outcomes and; prevention focused – where the

individuals were sensitive towards negative outcomes. Jeong and Koo (2015) had studied the

effect the valence and objectivity of the online review on the judgment of consumers and if

eWOM had a moderating impact on this. The authors tried to check the moderating effect

various online platforms like company operated community or consumer operated.

2.2.2 Customer Attitude

Attitude is the person‟s favor or disfavor toward an action (Tonglet et al., 2004, Al-NAhdi et

al., 2008; Al-NAhdi et al., 2009). Attitude is defined as a psychological tendency that is

expressed by evaluating a particular entity with some degree of favor or disfavor (Ajzen &

Fishbein, 1980). Attitude is also defined as the way individuals respond to and are disposed

towards, an object (Yusliza and Ramayah , 2011). Previous studies (Davis et al., 1989; Cronin

& Taylor, 1992; French et al., 2005;Gopi & Ramayah, 2007; Han and Kim, 2010; Ing-Long &

Jian-Liang, 2005; Jackson et al., 2003; Kim and Han, 2010; and Ramayah et al.,2008) found

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that there is a strong and steady relationship between attitude and repurchase intention.

Customers have the intention to compare the perceived service with the expected service. If

customers felt that the service is below their expectation, they would be dissatisfied. However,

if customers‟ feelings were equal toor exceeds their own expectations, they will be satisfied.

Accordingly, they intended to buy from the provider (Kotler& Keller, 2006). The role of

feelings of the buyer influence purchasing process of a custom-made prefabricated house

(Koklič & Vida, 2009). A person who has beliefs that result from engaging in a positive

behavior will have a positive attitude toward performing the behavior, while a person who has

beliefs that result from engaging in a negative behavior will have a negative attitude toward

performing the behavior (Ajzen, 1991). Attitudes is one of the determinants that affect

individual behavior (Gibler and Nelson, 1998). Attitude influences consumer intention to buy

durables (Chung and Pysachik, 2000; Summers et al., 2001) Attitude influences consumer

intention to purchase a house (Phungwong ,2010 ;Numraktrakul et, al.,2012). Attitude refers

to the degree to which a person has a favourable or unfavourable evaluation concerning

objects, people or events (Robbins et al., 2015). It consists of three components namely

cognitive, affective and behavioural. Cognitive component is made up of beliefs, opinions,

knowledge and information held by a person. The emotional or feeling part of whether that

person like it or not will lead to behaviour outcomes is regarded as the affective component.

Behavioural component refers to an intention to behave in certain way towards someone or

something (Ajzen and Fishbein, 1980; Robbins et al., 2015). According to Kamal et al. (2016)

they uncovered that is a significant impact between attitude and buying intention towards

apartment in Bangladesh and this is supported by Saudi inhabitants to purchase real estate

(Al-Nahdi et al., 2015). Phungwong (2010) also concluded that is a positive attitude served as

antecedent of home purchase intention of single people in Thailand.

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2.2.3 Advertising

According to Jaiz (2014:4), advertising is all forms of messages about a product that are

conveyed through the media, shown to some or all of the public. According to Faela Sufa

(2016) Advertising is an information medium that is made in a certain way to attract the

audience, is original, and has certain and persuasive characteristics, so that consumers are

voluntarily compelled to do something in accordance with what advertisers want. Advertising

indicators according to Kotler (Hermawan, 2012) are: Providing information, persuading and

reminding. Advertising has been widely studied by previous researchers including:

(Setiyaningrum, 2019), (F. Saputra & Mahaputra, 2022a), (Mukhtar, M., Ali, H., & Jannah,

2016), (Arista & Astuti, 2011). Social media and sales As a form of collective wisdom, social

media contains a considerable amount of important information which can be used to predict

sales (Kumar, Bezawada, Rishika, Janakiraman, & Kannan, 2016; Hu et al., 2014; Cui,

Gallino, Moreno, & Zhang, 2018; Boone, Ganeshan, Jain, & Sanders, 2019). Asur and

Huberman (2010) demonstrate how to utilize sentiments extracted from Twitter to forecast

box-office revenues for movies. Bollen and Mao (2011) analyze the content of daily Twitter

feeds by two mood tracking tools, track the changes in public mood state using large-scale

Twitter feeds, and explore whether public mood correlates to stock market. Bartov, Faurel,

and Mohanram (2018) find that the aggregate opinion in individual tweets successfully

predicts a firm’s quarterly earnings and announcement returns on the basis of a sample set

from 2009 to 2012. Joshi, Das, Gimpel, and Smith (2010) use film reviews from different

sources to successfully 2 Hui Shi et al. predict the opening weekend gross earnings. Wu and

Brynjolfsson (2015) report that a house search index, which is based on search activities from

the Google search engine, is strongly correlated with future home sales and prices. 2.1.2.

Sentiment analysis in social media Sentiment analysis, also known as opinion mining, refers

to contextual mining of text which identifies and extracts subjective information (Pang & Lee,

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2008). Although most sentiments are simply classified into limited categories, such as positive

and negative, sentiment analysis is often used to understand the attitude of customers on

specific topics (Pang & Lee, 2008; Liu, 2012; Chong et al., 2018; Li & Xu, 2020; Zou, Chen,

& Dey, 2015). There have been a large body of work in extracting and using sentiments from

social media. Twitter and Facebook are common social media platforms used by many

sentiment analysis applications (Feldman, 2013). Thus, in the following, we report some work

performing sentiment analysis with Twitter and Facebook data. . Twitter: Nakov, Ritter,

Rosenthal, Sebastiani, and Stoyanov (2016) predict whether a tweet is positive, negative or

neutral and whether a tweet conveys a sentiment towards a given topic. Severyn and Moschitti

(2015) propose a convolutional neural network for sentiment classification of tweets. Saif, He,

Fernandez, and Alani (2016) present SentiCircles, a lexicon-based method for sentiment

analysis on Twitter, to detect sentiment at both entity-level and tweet-level. A novel

metaheuristic clustering method based on K-means and cuckoo search is proposed to find the

optimum cluster-heads from the sentimental contents of tweets (Pandey, Rajpoot, & Saraswat,

2017). . Facebook: Ortigosa and his colleagues developed an application called SentBuk to

extract sentiment from Facebook messages and support sentiment analysis in Facebook

(Ortigosa, Martín, & Carro, 2014). Meire and coauthors discuss the additional value of

information available before and after the focal post’s creation in Facebook sentiment analysis

(Meire, Ballings, & Van den Poel, 2017). In addition, sentiment analysis has been used to

analyze other social media platforms such as YouTube (Cambria, 2016; Poecze, Ebster, &

Strauss, 2018) and has been applied in various areas such as finance and product reviews

(Nguyen, Shirai, & Velcin, 2015; Fang & Zhan, 2015). Moreover, sentiments have been found

to have a direct and significant impact on predicting sales (Hu, Koh & Reddy, 2014), such as

sales for movies (Mishne & Glance, 2006), automotive (Fan, Che, & Chen, 2017), and cell

phones (Lassen, Madsen, & Vatrapu, 2014). 2.2. Hypothesis development The number of

Facebook likes increases when the “Like” below a post is clicked. It is a way to show that
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people enjoy it without leaving a comment. The Facebook likes have been used in regression

analysis to explore its impact on sales and also to forecast sales (Boldt et al., 2016; Lee, Lee,

& Oh, 2015). According to the prior literature, Journal of Management Analytics 3 Facebook

likes can drive traffic, induce social selling, and increase sales. Many customers rely on

Facebook likes to decide whether they buy a particular product (Lee et al., 2015; Kapoor et

al., 2018; Mazzucchelli et al., 2018). On the basis of the prior literature, we hypothesize that

the Facebook likes on a real estate firm’s business page are positively associated with its real

estate sales. In other words, if a real estate firm receives more Facebook likes, it tends to

obtain more real estate sales. This leads to the first hypothesis: H1. The number of Facebook

likes has a positive influence on real estate sales. As social media data are generated by users,

its volume can easily grow massively, and mining user-generated content from social media to

obtain users’ opinions has been a growing interest to businesses. Customer sentiment analysis

is a process of gathering customer opinions (Geetha, Singha, & Sinha, 2017; Dini, Bittar,

Robin, Segond, & Montaner, 2017). Sentiment analysis helps analyze emotions related to a

business, product, or brand. For example, sentiment analysis is used to analyze blog posts to

provide useful insights into a particular topic or product (Costa et al., 2012). After analyzing

customer reviews and monitoring customer’s dissatisfaction, sentiment analysis helps

marketers to understand customer opinions and preferences. Based on the prior literature on

sentiment analysis, when there are more activities on a firm’s Facebook page, it tends to

attract more clients (Duffett, 2015; Micu, Micu, Geru, & Lixandroiu, 2017; Du et al., 2015).

In our context, if a real estate firm has more positive Facebook posts, it could drive

engagement by attracting more clients to read them and, therefore, potentially leading to more

sales. This leads to the second hypothesis: H2. The sentiment of Facebook posts has a positive

influence on real estate sales. Seven other Facebook variables (total number of posts, total

number of photos, total number of videos, total number of comments made under posts, total

number of sharers, total number of links, and total number of stories), reflecting the richness
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of page content and interactions with readers, have been employed in the past research (Boldt

et al., 2016; Lee et al., 2015; Kapoor et al., 2018; Mazzucchelli et al., 2018). The main

purpose of a multiple regression method is to explore more about the relationship between

several independent variables (e.g. various Facebook variables) and a dependent variable (i.e.

real estate sales) (Pedhazur & Kerlinger, 1973). Multiple regressions can find out how

different Facebook variables impact real estate sales (Boldt et al., 2016). Since more

customers rely on social media to determine what product they want to purchase, social

marketing is now the driving force behind brand awareness, customer engagement, and sales.

On the basis of prior literature, we assume there is a connection between those Facebook

activities and real estate sales. This leads to the third hypothesis regarding a combinational

impact of those Facebook activities: H3. Some Facebook activities have a positive influence

on real estate sales. Typically in real estate, after an offer is accepted, the escrow and closing

process takes 30–40 days in California (https://www.bpfund.com/how-long-is-california4 Hui

Shi et al. escrow-process/). Moreover, it has been found that social media sentiments affect

sales with a delay, which is named time lag (Bing, Chan, & Ou, 2014). According to Kotler

(1994) consumers go through five stages when buying a product: (1) consumer’s recognition

of a need or problem; (2) information search; (3) evaluation of alternatives; (4) actual

purchase decision; and (5) post purchase behavior. The time lag between an increase in

positive/negative comments and an increase/decrease in sales is a variable since social media

may influence the consumer at any stage (early or late) of the buying process (Wijnhoven &

Plant, 2017). Similarly, the time lag between activities on Facebook and an increase in real

estate sales should be considered as well. This leads to the fourth hypothesis: H4. The

influence of Facebook activities has a time lag effect on real estate sales

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2.2.4 Sales promotion:

According to Shultz, et al. (1998) also behavior is influenced directly by promotional

techniques. It has little impact on attitude changing factors related to consumers. According to

Kwok & Uncles(2005) role of sales promotion is observed in final stages of buying. When the

customer is about to finalize from the chosen choice list sales promotion may trigger the

activities. Research conducted by (Weerathunga & Pathmini, 2016) find that sales promotion

effect to unplanned purchases. While, (Amanah, Dita dan Pelawi, 2015) mention some proofs

of great significant of sales promotion to unplanned purchase. According to Kotler (2011),

sales promotion is a key ingredient in marketing campaigns and consists of a diverse

collection of incentive tools, mostly short term, designed to stimulate quicker or greater

purchase of particular products or services by consumers. Sales promotions programmes are

those activities that stimulate consumer purchase. Shira (2013) argued that sales promotion

helps to build brand loyalty by giving the seller the opportunity to attract a loyal and

profitable set of customers which provides sellers some protection from competition and

greater control in planning their marketing mix. In his study, Rotimosho (2003) established

that sales promotion consists of a number of motivational tools which are designed to

immediately stimulate quicker or greater purchase of products or services by consumers for

example, the use of premiums, product warranties, tokens, among others, stimulate consumer

purchase quicker or, in larger quantities. Sales promotion, when implemented effectively,

often results in an increase in short term sales figures. This explains the inclination of

corporations to put in a large percentage of their funds in carrying out various sales promotion

activities. However, variations occur in the effects of sales promotion based on the

attractiveness of the particular brand (Alvarez, 2005). Sales promotions are useful tools which

act as demand boosters that do not sustain the risk associated with the new products

(Mazikana, 2016). Sales promotions are comparatively easy to apply, and are likely to have

20 | P a g e
abrupt and considerable effects on the volume of sales.Research conducted by Chandon and

Wansink (2012) had revealed that consumer promotions influence the consumers to purchase

larger amounts and consume it faster causing an increase in sales and ultimately profitability.

According to Mazikana (2016), sales promotion is a different tactical marketing technique

with mostly short-term incentives, which are designed to add value to the product or service,

in order to achieve specific sales or marketing objectives. Furthermore, Muhanji and Ngari

(2015) states that it has two distinctive qualities. Firstly, it provides a bargain chance, since

many sales promotion tools have an attention-gaining quality that communicates an offer. The

disadvantage, however, is that although they appeal to a wide range of buyers, many

customers tend to be less brand loyal in the long run. Secondly, if sales promotions are used

too frequently and carelessly, it could lead to some insecurity in the minds of customers,

wondering whether the service is reliable or reasonably priced. Property managers and letting

agents who embrace sales promotions programmes like premiums, discounts for lump sum

rent payments attract more tenants. Adopting sales promotion strategies for commercial rental

properties also enhances tenant loyalty by giving them first priority in occupying the best

offices within the building.

2.2.5 Brand Awareness

According to Krisnawati (2016) Brand Awareness is the ability and ability of a prospective

customer to be able to recognize part of a brand or recall that a brand is part of a certain

category. Volume 2, Issue 6, October 2021 E-ISSN: 2715-4203, P-ISSN: 2715-419X

Available Online: https://dinastipub.org/DIJDBM Page 1100 According to Kotler and Keller

(2011) in Mohamad H.P. Wijaya (2013:107) Brand Awareness is the ability of a brand to

appear in consumers' minds when they are thinking about a particular product and how easily

the brand is raised. Brand Awareness indicators according to Widjaja et al, (2007:73) are:

Brands that are often remembered, brands that are known and brands that are often mentioned.
21 | P a g e
Brand Awareness has been widely studied by previous researchers including: (Ali et al.,

2022), (F. Saputra & Mahaputra, 2022a), (F. Saputra & Mahaputra, 2022b), (Ikhsani & Ali,

2017a), (Sivaram et al., 2020). According to Kotler and Keller (2006), branding is bestowing

products and services with the supremacy of a brand. Branding is all about constructing

divergences. To brand a product, it is indispensable to teach consumers “who” the product is,

“what” the product does and “why” consumers should be concerned. Branding involves

creating psychological constitutions and helping consumers systematize their cognitive

knowledge about products and services in a way that illuminates their decision-making and

provides value to the company. For branding strategies are triumphant and brand value to be

created, consumers must be persuaded that there are meaningful differences among brands in

the product or service grouping. According to Keller (2008), brand awareness which holds brand

recognition and brand recall performance. In cooperation, both are important components in

sustaining brand equity whose main aim to achieve a strong brand image with long term

relationship that indicate brand resonance. Brand recognition is defined as the consumers’

ability to authenticate earlier revelation to the brand when given the brand as an indication

while brand recall is consumers’ ability to recoup the brand from memory when given the

product category, the needs satisfied by the category or a purchase or habit situation as a

reminder (Keller, 2008). According to Aaker (1991), he advocates that brand awareness

engages a continuum ranging from an undecided feeling that the brand is recognized, to a

faith that it is the barely one in the product class. Even though the last decades’ particular

literature exposed and crystallized the thought of brand equity (in relative to which brand

awareness is one of the primary dimensions), the term has been and at a standstill is

approached in numerous manners in the specialized literatures. According to Aaker (1991),

brand awareness can be differentiated into four different levels that are represented in below,

which is called the awareness pyramid. These four different levels of the awareness pyramid

help to establish brand awareness about brands among consumers Regarding the awareness
22 | P a g e
pyramid that is shown in above, where starting from unaware of a brand, next brands are

recognized, after that recalled and ultimately survives at the top of mind where it presumes an

instinctive nature.

2.3 Conceptual framework: Conceptual Framework and Hypotheses:

Based on a review of the literature, this study has developed a framework Advertising ,Sales

promotion, Brand Awareness and Attitude influencing Positive word of Mouth . The figure

indicates the hypothesized model for real estate customers and examines the relationship

between Attitudes of an apartment and Positive word of Mouth. Positive word of Mouth

indicates that the tendencies of customers to favor or disfavor the apartment based on

evaluations of quality of an apartment

Advertising

Customer Attitude Positive Word

Sales Promotion
Of mouth

Brand Awareness

Awareness

Figure 1: Conceptual Framework of the Present Study

Source: Author’s Development

23 | P a g e
Hypotheses:

H1: There are Positive relationship between Attitude and Positive Word of Mouth

H2: There are Positive relationship between Advertising and Customer’s Attitude

H3: There are Positive relationship between Sales Promotion and Customer’s attitude

H3: There are Positive relationship between Brand Awareness and Customer’s attitude

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 CHAPTER THREE
RESEARCH METHODOLOGY

25 | P a g e
 Chapter THREE: Research Methodology

3.1 Research Methodology

The methodology of conducting this research has been discussed in this chapter. Research

design sampling methods, data analysis techniques, research approach and methods have been

discussed in this chapter. Methodology is about anything that has to do with procedures or

techniques of investigation, that is, the set of techniques used in one piece of research. It is all

about the methods used in the study of the research. Methodology is essential in gathering

relevant information thereby giving effective and reliable representation. It is possible to

categorize different research method approaches into two main categories depending on how

they are conducted: quantitative and qualitative research methods. According to Merriam

(1994), information conveyed through words is qualitative, but information conveyed through

statistics is quantitative. Quantitative research methods, according to Patel and Davidson

(1991), are methods for examining numeric data in the form of statistical methodologies.

Qualitative research methods, on the other hand, are used to analyze various types of data,

such as text interpretations. Despite the fact that both methodologies may be utilized to

analyze data and information obtained from research, they have distinct advantages and

disadvantages. The main difference between the two research methods is that quantitative

research methods use the researcher's interpretation of information that cannot or should not

be translated into numbers or amounts, whereas qualitative research methods use the

researcher's interpretation of information that cannot or should not be translated into numbers

or amounts.

26 | P a g e
3.2 Research design and instrument

The research design was applied when the collection of data and analysis of data processed

by combining that are used to the research (Jahoda et al., 1951). This study is carried based

on quantitative survey method, with data collected using a structural questionnaire. To test

the hypothesis, the study was conducted based on an online convenience and judgmental

sampling survey. Descriptive statistics is one kind of method, which is applied to construct

and represent demographical characteristics like gender, age, occupation, educational

qualification, and so on. This study applied descriptive study and collected respondent's

attitudes and behavior about Impact of perceived value and service quality on brand choice

of real estate industry. The research model includes two independent and one dependent

factors. To ensure the validity of all the instruments, each factor was measured with

multiple items and all of them were adapted from previous research but modified to fit our

context of brand choice. Respondents filled in the questionnaires at their convenience and

responses to the questions were anchored on a five (5) point Likert scale. The main

methodology chosen for this study is the questionnaire survey method, which was built up

focusing on demographic factors as first part and the questions related to Impact of

Advertising and Sales promotin attitude toward Positive Word of Mouth of

real estate industry was organised in second and last parts. In demographic part was

included 7 items and the remaining two sections was included the rest of 15 items. The

survey conducted from 5 january 2023 to 20 janury 2023.

3.3 Sample Size and Sampling Techniques

For this study all the customers who have ability and willingness to buy an apartment in

Bangladesh were considered as target population. Non-probability sampling has been used

because it is less costly and less time consuming to prepare a sampling frame. Among the

27 | P a g e
several ways of non-probability sampling, convenience and judgmental sampling technique

has been used because it is readily available and convenient, and generates relatively low cost.

For the study it is relevant to be able to obtain a sample of around 210 respondents.

3.4 Data Collection Methods:

The participants used for this study were purposefully selected from family/friends. Both male

and female participants were considered to participate in this research. Researchers believe

that these organisations will be able to provide successful/appropriate answers with the study

data collected to answer the research question through online survey. . For preparing this

study, a combination of primary and secondary sources of data has been used. Primary data

have been collected through a questionnaire survey. Questionnaires were distributed to a

convenience sample. Convenience sampling is beneficial where it is otherwise difficult to

stimulate a sufficient level of response. To gather the data from the respondents, a

questionnaire link was uploaded in Google form and sent to the respondents in their mail link

and messenger through link & different types of online entrepreneurs Facebook group,

Facebook page that they could answer in their convenient time. Data were collected for more

than two weeks.

Secondary data are the data that have already been collected by someone else for several

purposes than the problem at hand. These secondary data have been collected through several

journals, different articles, books as well as the internet such as the Journal of Small Business

& Enterprise Development, International Journal of Information Management, International

Journal of Electronic Commerce, Journal of Consumer Research, International Journal of

Humanities and Social Science, Direct Marketing Journal, Journal of Business Research& so

on. This study also identified a connection with articles by evaluating the reference list of

collected articles.

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 Table.2: Measurement Items and Sources.

Constructs Number of Items Adapted From

Advertising 3 Kotler (Hermawan,

2012); Jaiz (2014:4)

Sales Promotion 3 Shultz, et al. (1998):

Rotimosho (2003)

Brand Awareness 3 Krisnawati (2016); in

Mohamad H.P. Wijaya
(2013:107)

Customer Attitude 3 Ramayah et al.,2008);

Kamal et al. (2016

Positive Word of 3 Kotler & Keller (2012);

Sernovitz (2009:31);
Mouth Asur and Huberman
(2010)

Source: Adapted from Previous Studies

29 | P a g e
 CHAPTER FOUR
DATA ANALYSIS AND RESULTS

30 | P a g e
 Chapter FOUR: Data Analysis and Results

4.1 Analysis and Interpretation

Analysis of data is a way that conduct with aims to describe the facts, identify the

pattern, develop explanation, test the hypothesis and interpret the results. Data analysis

using many techniques such as analysis the content, theoretical sampling, thematic

analysis, grounded theory and thematic analysis etc. SPSS 25 version used to analysis

this data. In current study, mainly the following statistical techniques applied to analyze

the data:

* Cronbach's Alpha

* Descriptive Statistics

* Linear Regression

4.2 Reliability Test

Reliability test is improved in the data analysis process. The reliability of a measure is

established by testing for both consistency and stability, that's mean how well the items

measuring a concept hang together as set (Malhotra, 2009). The reliability of the scale was

assessed by using Cronbach alpha. Cronbach’s alpha is a reliability coefficient that indicates

how well the items in a set are positively correlated to one another. According to previous

literature minimum value of Cronbach alpha must be 0. 60 but while it is 0. 70 more than

0.70 it is considered good or highly acceptable as suggested by (Nanally, 1978; Hair et al.,

2009; Sekaran & Bougie, 2016). In this study for understanding how accurate Positive Word

of Mouth influencing factors scale measures Cronbach alpha value is identified. Table 1
31 | P a g e
shows the Cronbach’s alpha and items of independent variables and dependent variable. The

coefficients of Cronbach’s alpha for all variables are ranged from 0.667 to 0.796 which

indicated that the interitem consistency for each factors

Table -1: Result of Reliability Test

Factor Variables Factor Loading Value Cronbach’s alpha

Advertising A1 .706 .796

A2 .758

A3 .703

Sales promotion SP4 .664 .775

SP5 .746

SP6 .678

Brand Awareness BA7 .590 .667

BA8 .551

BA9 .574

Customer Attitude At13 .547 .734

AT14 .643

At15 .725

Positive Word of WM10 .715 .794

Mouth
WM11 .736

WM12 .708

Source: SPSS outcome based on Primary data

As illustrated in Table 1 above, the value for measuring consume Positive Word of Mouth

indicates that the variables used were good enough and able to measure the accuracy of

consumers’ purchase intention on impulse. All the independent variables also obtained good

32 | P a g e
and reliable values because the reliability coefficients are mostly over 0.75 for Advertising

(0.757), Sales Promotion (0.808) and Brand Awareness (0.772).

4.3 Descriptive Statistics

4.3.1 Descriptive statistics for Demographic variables

A total of 210 respondents participated in the study. The table-2 below deals with the

basic demographic characteristics of the respondents including gender, age, income,

marital status and occupation of the respondents included in this study.

Table-2: Respondents Demographic Statistics

Respondents Profile Category Frequency Percentage

Gender Male 120 45.2

Female 90 54.8

Age 21-30 years 140 72.4

31-40 years 41 19.5

41-50 years 16 7.6

Above 50 years 1 .5

Occupation Student 134 63.8

Businessman 38 18.1

Job Holder 36 17.1

Others 2 1.0

Educational SSC or below 36 17.1

Qualification
HSC 91 43.3

University Or Graduate 62 29.5

Post- Graduate 21 10.0

33 | P a g e
Monthly Income Less than BDT 20000 105 50.0

BDT 20001-40000 37 17.6

BDT 40001-60000 40 19.0

BDT 60001-80000 23 11.0

More than BDT 80000 5 2.4

In the study, among 210 respondents, 115 were female and 95 were male and in percentages it

indicated that 54.8% were female and 45.2% were male respondents. The ages of the

respondents started from the range of 21-30 years, 31- 40,41-50 years and then 50+ in the

questionnaire. The frequency of this age ranges were 152, 41,16,1 and percentage values were

72.4%, 19.5%, 7.6%, .5% accordingly. In occupation category, 63.8% respondents were

students, 18.1% are businessman, 17.1% were Job holder and 1.0% were others. Education

categories started from SSC or below, HSC, University or Graduate and Post graduate.

Among the respondents, 17.1% respondents were marked SSC or below and the frequency

was 36, HSC degree was marked by 91 and the percentage 43.3%, University or graduates

were 62 and the percentage 29.5% and Post graduate was marked by 21 and percentage

10.0%. Monthly Income started from Less than BDT 20000, BDT 20001-40000, BDT 40001-

60000, BDT 60001-80000 and More than BDT 80000. 50.0% respondents were marked Less

than BDT 20000 and the frequency was 105. 17.6% respondents were marked BDT 20001-

40000 and the frequency was 37. 19.0% respondents were marked BDT 40001-60000 and the

frequency was 40. 11.0% respondents were marked BDT 60001-80000 and the frequency was

23. 2.4% respondents were marked More than BDT 80000 and the frequency was 5.

4.3.2 Descriptive Statistics for Independent and Dependent Variables:

In this part of analysis describes central tendency and dispersion of dependent and

independent variables that were adopted to this study (table -3). To answer the criteria

questions, the respondents were asked to rate each other five dimensions (variables) on a five-

34 | P a g e
point Likert scale ranging from strongly disagree (1) to strongly agree (5).

Table 3: Descriptive Statistics for Variables

Descriptive Statistics
N Minimum Maximum Mean Std.
Deviation
Advertising 195 1.00 5.00 4.1556 .70204
Sales Promotion 195 1.00 5.00 4.2239 .67223
Brand Awareness 194 1.00 5.00 4.2320 .62525
Positive Word of
195 1.00 5.00 4.2017 .71098
Mouth
Attitude 195 1.00 5.00 4.2342 .67806
Valid N (list wise) 194
Source: SPSS outcome based on Primary data

T-Test:

Independent Samples Test

Levene's Test for Equality of t-test for Equality of

Variances Means

F Sig. t df

Equal variances assumed .005 .942 .567 193

Advrtisement
Equal variances not
.606 121.714
assumed

Equal variances assumed .072 .788 -.367 193

SalesPromotion
Equal variances not
-.385 116.773
assumed

35 | P a g e
 Equal variances assumed .640 .425 -.003 192

BrandAwareness
Equal variances not
-.003 129.353
assumed

Equal variances assumed .093 .760 -.037 193

WordofMouth
Equal variances not
-.038 109.114
assumed

Equal variances assumed .329 .567 -.795 191

Attitudes
Equal variances not
-.833 113.565
assumed

We know that if the probability of F is greater than the significance level, H0 is not rejected

and t based on the pooled variance estimate can be used. Otherwise, if the probability of F is

less than or equal to significance level, H0 is rejected and t based on a separate variance

estimate is used. In this table we wanted to determine whether Internet Usage was different

for males as compared to females. The F test of sample variances has a probability tha a less

than 0.05. So, H0 is rejected and the t test based on “equal variances not assumed” should be

used. The t value is 4.492 and with 18.014 degrees of freedom, this gives a probability of

0.000, which is less than the significance level of 0.05. Therefore, the null hypothesis of equal

means is rejected. Also, the mean usage for males is 9.3333 and that for females is 3.8667, we

conclude that males use the internet to a significantly greater extent than females.

4.4 Regression Analysis

Regression analysis is used to estimate the relationship between dependent variables and

independent variables. It identifies which variables impact more, which factor can be ignored

36 | P a g e
and how the factors influencing each other. In this study, there has shown four independent

variables on one dependent variable and satisfaction has shown as independent variable on

customer purchase intention.

4.4.1 Model Summary:

The model summary table measures the strength of the relationship between the model and

the dependent variable. Here table no: 3 presenting the model summary of regression analysis

where the predictors are average of Advertising, Sales Promotion and Brand Awareness and

the dependent variable is Attitude.

Table -4: Regression Model Summary

Model Summary

Model R R Adjusted Std. Error Change Statistics

Square R Square of the
R Square F df1 df2 Sig. F
Estimate
Change Change Change
1 .762 .581 .574 .44327 .581 87.660 3 190 .000
a. Predictors: (Constant), Brand Awareness, Advertising, Sales Promotion
Source: SPSS outcome based on Primary data

According to the regression model summary, there is a positive correlation between each

independent variable with dependent variable Attitude. As we know, correlation R value 0.50

is medium here the model summary indicates a strong correlation value, R= .900. The

coefficient or R square measures the strength of the relationship between hypothesis and

37 | P a g e
depended variables. Here R Square is indicating that, 58.1% variation of dependent variable

(attitude) is explained by the independent variables (Advertising, Sales Promotion and Brand

awareness). And the Adjusted R Square 0.805 which is close to R Square, also representing a

deep relation and plays a vital role in explaining the hypothesis of independent variables.

4.4.2 Significant Testing

ANOVA is used to check if the means of two or more groups are significantly different from

each other. F or Freedom value indicates the overall significance of hypothesis test for this

relationship.

Table 5.1: ANOVA table for Significance Testing

ANOVA
Model Sum of df Mean F Sig.
Squares Square
Regression 51.673 3 17.224 87.660 .000b
1 Residual 37.333 190 .196
Total 89.006 193
a. Dependent Variable: Attitude
b. Predictors: (Constant), Brand Awareness, Advertising, Sales Promotion

Table 5.2: ANOVA table for Significance Testing

Model Sum of df Mean F Sig.

Squares Square
Regression 46.097 1 46.097 171.195 .000b
1 Residual 51.969 193 .269
Total 98.066 194

38 | P a g e
a. Dependent Variable: Positive Word of Mouth
b. Predictors: (Constant), Attitude

In this ANOVA table, it indicates that the relationship between dependent variable and

independent variables was statistically significant which was bellow (.05) at 5% significant

level (.000< 0.05). The table 5.1 illustrated that, F value is 87.660 and Sig. value is 0.000 with

3 and 190 degrees of freedom. Indicating the significant value less than .05 and F is 87.660

proved that the model is strongly fit and assured as significant.

The table 5.2 illustrated that, F value is 171.195 and Sig. value is 0.000 with 1 and 193

degrees of freedom. Indicating the significant value less than .05 and F is 171.195 proved that

the model is also strongly fit and assured as significant.

4.5 Co-efficient

This part of the analysis looks at the relationship between dependent and independent

variables as moderate, positive or negative and also examines specific regression coefficients

for accepting and rejecting hypotheses. So, the table 6 will indicate if the independent

variables are significant or will it be accepted or not or the relationship between independent

variable and dependent variable.

Table 6: Co-efficient

Co-efficient

Model Unstandardized Standardized

Coefficients Coefficients

B Beta Beta t Sig.

1 (Constant) .514 .234 2.197 .029

Advertising .018 .065 .018 .275 .784

39 | P a g e
 Sales
.385 .071 .380 5.423 .000
Promotion

Brand
.476 .073 .438 6.530 .000
Awareness

Dependent Variable: Attitude

Source: SPSS outcome based on Primary data

In table 6, we can see that from the significance or p-value there is a positive and significant

influence of sales promotion and brand awareness on attitude. Which indicates a strong

positive relationship with attitude. In the contrary, there is no significant relationship between

advertising and attitude. Our t-value indicating the same. In case of sales promotion and brand

awareness the t-values are greater than 1.96 but for advertising the t-value is less than 1.96.

4.6 Correlation analysis

Correlation measures the degree to which dependent and independent variable move in

relation to each other. In table-7, the inter variables correlations will be found that all the

variables are positively correlated.

Table 7: Correlation among Variable

Correlations
Advertising Sales Brand Attitude
Promotion Awareness
Positive Word of
.482** .635** .648** .686**
Mouth

According to the table 7 it is found that the variables- advertising, sales promotion, brand

awareness and attitude provide a positive relationship with positive word of mouth. In

correlation, more than 0.3 is considerably acceptable value. Here, advertising range is 0.482,

40 | P a g e
sales promotion range is 0.635, brand awareness range is .648 and attitude range is 0.686. All

of these factors are also indicating a moderately strong relationship with positive word of

mouth.

Now, the decisions on hypothesis of the variables are showed in table no 8 and the proposed

model for the study is verified below in figure 2.

Table 8: Decision on Hypothesis

Variables Alternative Beta t- value P-value Null

Hypothesis hypothesis
Attitude H1 .363 4.821 .000 Rejected

Advertising H2 -.046 -.652 .515 Accepted

Sales Promotion H3 .245 3.126 .002 Rejected

Brand H4 .257 3.333 .001 Rejected

Awareness

From the above table, null hypothesis for attitude, sales promotion and brand awareness are

rejected i.e. they have positive and significant influence on positive word of mouth. But in

case of advertising we can see that null hypothesis is accepted. That means, there is no

significant influence of advertising on positive word of mouth. Our t-statistics values also

indicate the same.

Advertising

-.046

Customer Positive Word

Sales Promotion .245 .363
Attitude Of mouth

. 476
.257
41 | P a g e
Brand Awareness
 Figure-2: Verified Model for Current Study

Source: Author Developed Based on SPSS Output

Hypotheses 1: There is a positive relationship between Attitude and Positive word of Mouth

Attitude Value: H1 substantiates that Attitude significantly influences Positive Word of

Mouth at Sarna Kuthir developers Ltd (β1= .363; t-value = 4.821; p < 0.05). H1 (alternative

hypothesis) is Accepted.

Hypotheses 2: There is no positive and significant relationship between Advertising and

Attitude

Advertising : H2 substantiates that Advertising insignificantly influences Attitude at Sarna

Kuthir developers Ltd (β1= -.046; t-value = -.652; p < 0.05). H2 (alternative hypothesis) is not

accepted.

Hypotheses 3: There is a positive relationship between Advertising and Attitude

Sales Promotion: H3 substantiates that Sales Promotion significantly influences Attitude at

Apartment Business (β1= .245; t-value = 3.126; p < 0.05). H2(alternative hypothesis) is

Accepted.

Hypotheses 4: There is a positive relationship between Advertising and Attitude

Brand Awareness: H4 substantiates that Brand Awareness significantly influences Attitude

at Apartment Business (β1= .257; t-value = 3.333; p < 0.05). H2(alternative hypothesis) is

Accepted

42 | P a g e
 CHAPTER FIVE
RECOMMENDATION, CONCLUSION AND
LIMITATION

43 | P a g e
 Chapter FIVE: Recommendation, Conclusion and Limitation

5.1 Managerial Implementation

From a practical perspective, Current study provide some implication forms operationalized

on positive word of mouth Focus on customer satisfaction: Companies should focus on

providing excellent customer service and exceeding client expectations to encourage positive

word of mouth. Offer unique and high-quality properties: By offering unique and high-quality

properties, companies can differentiate themselves from the competition and create a

memorable experience for clients. Build and maintain a positive brand image: Companies

should maintain a professional and ethical approach to business and promote a strong online

presence to build and maintain a positive brand image. Encourage client engagement:

Encourage clients to provide feedback and participate in surveys or focus groups to improve

customer satisfaction and increase positive word of mouth. Respond to negative reviews:

Respond to negative reviews in a professional and empathetic manner, addressing any

concerns and working to resolve any issues to maintain a positive reputation. Implement a

referral program: Implement a formal referral program that rewards clients for sending new

business to the company to encourage positive word of mouth. Monitor online reputation:

Regularly monitor social media and review sites to ensure that negative comments are

addressed and that the company's online reputation remains positive. Emphasize customer

satisfaction: Ensure that customer satisfaction is a top priority and that clients receive

excellent customer service. Offer unique and high-quality properties: Offer a diverse range of

properties that are unique and of high quality to differentiate the business from the

competition. Foster a positive brand image: Maintain a professional and ethical approach to

business and promote a strong online presence to foster a positive brand image. Encourage

client engagement: Encourage clients to provide feedback and participate in surveys or focus

groups to improve customer satisfaction and increase positive word of mouth. Respond to

44 | P a g e
negative reviews: Address negative reviews in a professional and empathetic manner, working

to resolve any issues and maintain a positive reputation. Implement a referral program:

Implement a formal referral program that rewards clients for sending new business to the

company to encourage positive word of mouth. Monitor online reputation: Regularly monitor

social media and review sites to ensure that negative comments are addressed and that the

company's online reputation remains positive. Continuously improve: Continuously evaluate

and improve the business based on customer feedback to increase customer satisfaction and

positive word of mouth. In conclusion, by incorporating these managerial implications, real

estate companies can encourage positive word of mouth, build a strong reputation, and drive

growth. A well-rounded approach that focuses on customer satisfaction, unique properties,

and a positive brand image is key to leveraging the power of positive word of mouth in the

real estate business.

5.2 Recommendation
The following are recommendations for promoting positive word of mouth at Apartment

Business.:

Prioritize customer satisfaction: Make sure customer satisfaction a top priority and provide

excellent customer service to encourage positive word of mouth.

Offer unique and high-quality properties: Offer a diverse range of unique and high-quality

properties to differentiate the business from the competition and create a memorable

experience for clients.

Foster a positive brand image: Maintain a professional and ethical approach to business and

promote a strong online presence to foster a positive brand image.

45 | P a g e
Encourage client engagement: Encourage clients to provide feedback and participate in

surveys or focus groups to improve customer satisfaction and increase positive word of

mouth.

Respond to negative reviews: Address negative reviews in a professional and empathetic

manner, working to resolve any issues and maintain a positive reputation.

Implement a referral program: Implement a formal referral program that rewards clients for

sending new business to the company to encourage positive word of mouth.

Monitor online reputation: Regularly monitor social media and review sites to ensure that

negative comments are addressed and that the company's online reputation remains positive.

Continuously evaluate and improve: Continuously evaluate and improve the business based

on customer feedback to increase customer satisfaction and positive word of mouth.

By following these recommendations, real estate businesses can effectively leverage the

power of positive word of mouth and drive growth. It is important for companies to

understand the limitations of positive word of mouth, such as its reliance on existing clients

and limited control over what is said about the business, and to implement a well-rounded

marketing strategy that incorporates both traditional and digital marketing tactics

5.3 Conclusion

The findings of this study indicate that positive word of mouth is a valuable asset for

Apartment Business Through reputation management and customer attitude, companies can

effectively generate and maintain positive recommendations from their clients. By focusing

on customer advertising, sales promotion and delivering high-quality services, Apartment

Business can increase their credibility and trust, resulting in a positive impact on their bottom

line. Positive word of mouth can also increase brand awareness, help attract new clients, and

46 | P a g e
build long-lasting relationships with existing ones. Therefore, Apartment Business should

prioritize creating positive experiences for their clients in order to reap the benefits of word of

mouth marketing. Moreovere, positive word of mouth can be a powerful marketing tool for a

Apartment Business. By providing excellent customer service, offering unique and high-

quality properties, fostering a positive brand image, and encouraging client engagement,

companies can encourage clients to spread the word about their business to their friends and

family. This can lead to increased business, customer Positive attitude, and a strong reputation

in the community.

However, it is important for companies to understand the limitations of positive word of

mouth, such as its reliance on existing clients and limited control over what is said about the

business. To ensure positive word of mouth is a successful marketing tool, companies should

implement a well-rounded marketing strategy that incorporates both traditional and digital

marketing tactics. By doing so, Apartment Business can effectively leverage the power of

positive word of mouth and drive growth.

5.4 Limitation

One limitation of positive Word of Mouth in Apartment Business is that it is often subjective

and may not provide a complete or accurate picture of a property or the market. Additionally,

relying solely on positive word of mouth can limit Apartment Business professional's exposure

to potential clients and limit the pool of properties they are aware of. An assertive approach to

address this limitation would be to supplement word of mouth with other forms of marketing

and research, such as utilizing data and market analysis, and actively seeking out new clients

and properties. Reliance on existing clients: Positive word of mouth is largely dependent on

the experiences of existing clients, which can limit its reach and effectiveness.

47 | P a g e
Limited control over messaging: Companies have limited control over what clients say

about the business and how they spread the word, which can result in inconsistent or negative

messaging.

Slow rate of growth: Word of mouth can be a slow process, requiring time and patience to

build momentum and drive growth.

Limited target audience: Positive word of mouth primarily reaches those in the personal

networks of existing clients, limiting its target audience.

Competition for attention: In today's digital age, businesses face increased competition for

attention and must effectively leverage digital marketing tactics to reach new clients.Impact of

negative reviews: A few negative reviews can quickly cancel out the effects of positive word

of mouth, requiring companies to address negative reviews promptly and effectively.

Difficulty measuring impact: It can be difficult to measure the impact of positive word of

mouth on business growth, making it challenging to determine its effectiveness and optimize

its use. While positive word of mouth can be a valuable marketing tool, it is important for real

estate businesses to understand its limitations and to implement a well-rounded marketing

strategy that incorporates both traditional and digital marketing tactics. By doing so, they can

effectively leverage the power of positive word of mouth and drive growth.

48 | P a g e
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 APPENDIX

QUESTIONNAIRE

Impact of Advertising and Brand Awareness Customer Attitude toward

Positive Word of Mouth at Apartment Business in Bangladesh.
Appendix: A Survey Questionnaire

Dear Respondent,

I am Al-Amin, student of Comilla University, Working as an intern at Apartment Business I

have been conducting a survey on the title of “Impact of Advertising and Brand Awareness

Customer Attitude toward Positive Word of Mouth at Apartment Business in Bangladesh”

I will be grateful if you kindly responses to the following questions. For your kind

information, I would like to ensure you that this survey is conducted only for educational

purposes and the information will keep confidential

Demographic Information

(Please use a Tick Mark in the box)

(1) Gender:

a) Male

b) Female

(2) Age:

a . 21-30 years

b) 31-40 years

57 | P a g e
c) 41-50 years

d) Above 50 years.

3) Occupation:

a) Student

b) Businessman

c) Job Holder

d) Others

4) Educational Qualification:

a) SSC or below

b) HSC

c) University or Graduate

d) Post-graduate

5) Monthly income

a) Less than BDT 20,000

b) BDT 20,001-40,000

c) BDT 40,001-60,000

d) BDT 60,001-80,000

e) More than BDT 80,000

Please put tick mark beside the answer that seems most appropriate to you. Where,

58 | P a g e
1= Strongly Disagree; 2= Disagree; 3= Neutral; 4= Agree; 5= Strongly Agree;

For the following Statements, please mark the number accordingto the degree of your

statements.

SL Statements Strongly Disagree Neutral Agree Strongly

Disagree
No Agree

Advertising

01 Did advertising influence your

decision to purchase an
apartment?

02 Demographic factors (e.g. age,

income, family size) impact the
effectiveness of advertising for
apartment purchases?

03 If the advertising had been

different, do you think it would
have affected your decision to
purchase the apartment?

Sales Promotion

04 Do you think different types of

sales promotions influence the
decision to purchase an
apartment?

05 Does the sales promotion affect

the customer loyalty and repeat
purchase behaviors?

06 Do you think that the sales

promotion does not negatively

59 | P a g e
 impact the perceived value of the
apartment?

Brand Awareness

07 Did you have any previous

knowledge of our brand before
considering purchasing a flat from
us?

08 Was the location and surrounding

community in your decision to
purchase a flat from our brand?

09 Are you to purchase another flat

from our brand in the future?

Attitude

10 How important is owning an

apartment to you?

11 How confident do you feel in your

ability to purchase an apartment?

12 How wise do you believe

purchasing an apartment is as a
financial decision?

Positive Word of Mouth

13 How often do you rely on word of

mouth recommendations when
considering purchasing an
apartment?

14 Have you ever purchased an

apartment based on a positive
recommendation from someone
you know?

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15 How influential was the positive
recommendation in your decision
to purchase an apartment?

I cordially appreciate your time and effort for fulfilling this survey. Please check once more

that you have given the right information that you intended to provide. If you have any

opinion or suggestion regarding this survey please let us know below.

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Thank you for your kind cooperation

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