Using instagram as communication platform for real estate marketing and branding purpose Sunway Iskandar Johor

• Main Authors: Arif, Norjariah, Ibrahim, Izyan Nadhirah, Mohd Safian, Edie Ezwan
• Format: Article
• Language: English
• Published: Journal of Advanced Research in Dynamical & Control Systems 2018
• Subjects: T Technology (General); HF5410-5417.5 Marketing. Distribution of products; HM1176-1281 Social influence. Social pressure; T10.5-11.9 Communication of technical information
• Online Access: http://eprints.uthm.edu.my/5011/1/AJ%202018%20%28814%29%20Using%20instagram%20as%20communication%20platform%20for%20real%20estate%20marketing%20and%20branding%20purpose%20Sunway%20Iskandar%20Johor.pdf; http://eprints.uthm.edu.my/5011/
• Institution: Universiti Tun Hussein Onn Malaysia

Social media has been an effective communication platform for various industries including real estate industry. One of the most established social media is Instagram. As a mobile photo-sharing application based on picture and video sharing that comes with multiple features, for real estate marketing that relies a lot on pictures, Instagram is the most suitable social media for this purpose. This research was objectively conducted to identify the function of Instagram in marketing and branding of Sunway Iskandar. This research was also conducted to determine the effects of using Instagram in marketing and branding of Sunway Iskandar. Sunway Iskandar was chosen as the research case study as it is a large and new urban development project in Iskandar Johor and also one of the earliest property development firms in Malaysia that utilizes Instagram for marketing and branding purposes.