Simeon Kolyandov
Abstract: This article examines the role of internet marketing, from the recognition of a need and the search for information to the evaluation of alternatives, the purchase itself, and the buyer’s subsequent assessment. At the heart of the analysis is the understanding that internet marketing no longer functions solely as a communication tool, but as an integrated digital environment that shapes consumer behavior, influences trust, perceived risk, and confidence in decision-making. An analysis of existing scientific research finds that internet marketing positively influences real estate purchase decisions through broader access to relevant information, greater transparency, better comparability among alternatives, and more timely communication with potential buyers. Of particular importance are the quality and format of digital content, online reputation, electronic word-of-mouth (eWOM), as well as immersive technologies (VR/AR), which facilitate property evaluation and shorten the path from interest to purchase. Buying real estate is a complex and high-risk process characterized by a long decision-making cycle; it is precisely here that internet marketing establishes itself as a key factor influencing awareness, perception, and understanding of the risks involved in a purchase, as well as building trust among potential buyers. The article proposes a conceptual model that integrates internet marketing tools with the stages of consumer behavior, emphasizing the role of personalization, content, and digital technologies. This study demonstrates how the effective application of internet marketing leads to a reduction in decision-making time, increased engagement, and a higher likelihood of purchase.
Key words: internet marketing; real estate purchase decision; consumer behavior; digital platforms; online trust; immersive technologies.
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