Deep, S; Phillips, D; Agrawal, V; Vishnoi, S K; Lou, E and Sahoo, S (2026) Technology integration in india's real estate sector: Measuring awareness of virtual reality and closed-loop marketing. Building Research & Information, 54(2), pp. 135-157. ISSN 0961-3218
Abstract
This study aimed to explore the influence of virtual reality and closed-loop marketing as data-driven strategies for optimizing real estate sector performance. It focused on identifying the factors that influenced the level of awareness of these technologies in the real estate sector. This study explored the perspectives of key stakeholders, namely, developers and agents, in both the commercial and residential sectors. Four latent variables and measures were identified through an extensive literature review. Based on this, a survey instrument was developed, distributed online, and 209 responses were received, including from developers and real estate agents. Exploratory factor analysis was used to validate the latent variables, and covariance-based structural equation modelling was used to measure their influence on the level of awareness. Information accessibility (β = 0.626) strongly influenced awareness of VR and CLM. Other factors, such as interactive experience quality (β = 0.322), social influence (β = 0.291), and system integration complexity (β = 0.207), had moderate influences. This study contributes to the body of knowledge by providing a validated scale and latent variables that real estate practitioners can use to develop change management strategies.
| Item Type: | Article |
|---|---|
| Uncontrolled Keywords: | closed loop marketing; construction 4.0; innovative technologies; real estate; virtual reality |
| Index terms: | marketing, real estate, virtual reality, India, construction 4.0, accessibility, practitioner, system integration, integration, complexity, body of knowledge, agent, exploratory factor analysis, survey, structural equation modelling, strategy, literature review, change management |
| Subjects: | business, virtual reality, data collection methods, real estate economics, data analysis and analytics, management, organizational analysis, statistical analysis, systems engineering, digital engineering, practitioner, knowledge management, inclusive design, organizational theory, Geography |
| Topics: | Engineering Principles, Project Management, Geographical Context, Organizational Design, Digital Applications, Urban Studies, Design Practice, Roles and Professions, Business Strategy, Information Management, Research Practice |
| Descriptive scope: | 4 PCEA |
N.B. Descriptive scope is a count of how many of the five facets of empirical research are indicated by the words used in title, abstract and keywords. It is not intended as a judgement on the research; merely a count of the kind of word we would expect to indicate Phenomenon, Concepts, Theoretical framing, Empirical techniques, Analytical techniques. If all five are present, then a code of “5 PCTEA” will indicate this. If you feel the coding for this record is questionable, we welcome discussion around the terms we matched or the way we categorized them. The facet you would expect may not be coded, or a facet may be coded inappropriately. This can also bear on a larger question, of which facets should be treated as defining in construction management research. Please get in touch, and we will look at it. More details here