“Multidimensionality of visual social media marketing and its impact on customer purchase intention on the real estate market”

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


INTRODUCTION
The real estate industry significantly influences a nation's ability to increase income, create jobs, and address poverty (Elile et al., 2019).This sector is one of the leading forces behind a nation's overall economic and social development.According to Khatib (2020), real estate is a crucial investment in all nations, including Jordan.With a 2.4% annual population growth rate and a sizable young population, Jordan offers a secure political environment conducive to real estate investment (Alheet et al., 2021;Alnsour, 2016).In order to sell properties as quickly as possible, real estate corporations will use every marketing tool at their disposal (Dumpe, 2015).
Real estate is a high-involvement product because it encompasses major financial decisions for purchasing.Le-Hoang et al. (2020) indicated that the decision process requires acquiring factual information concerning a resident or apartment.Social media has been widely used for marketing to ease communication between the involved parties (i.e., manufacturers, marketers, and consumers).Clow and Baack (2018) showed that it is much easier for consumers to recall visual content.Thus, today's advertisements increasingly use visual content and focus less on verbal data.Customers frequently ask other customers for feedback on the goods or services they are interested in before purchasing to feel more confident about their purchase.Customers' feedback is disseminated via various channels, including multimedia messages and electronic word-ofmouth (e-WOM) (Yaseen & Jusoh, 2021).
Multimedia messages, such as e-WOM, can share customer reviews of products or services (Yaseen & Jusoh, 2021).In order to increase the likelihood that these customers will return to the website, Lee et al. (2016) have emphasized the necessity for on line sellers to provide their customers (both current and new) with accurate and reliable information on their web pages.Purchase intentions will also be harmed by negative e-WOM (Halim et al., 2022).Reliability indicates how much clients trust the information they are given, and customers are likely to buy with faith in the information.Ghalandari (2021) stated that customer confidence could be increased by the perceived reliability of product information, promoting the relationship between intentions and buying behavior.

Mediating effect of e-WOM
In order to examine the relationship between content marketing and customers' intention to make green purchases in Jordan, Al-Gasawneh and Al-Adamat (2020) employed e-WOM as a mediator.They discovered that e-WOM mediated the relationship mentioned above.Purwianti and Khoviati (2021) used WOM as a mediator to examine how the service recovery dimensions of distributive justice, procedural justice, and interactional justice affected hotel guests' levels of customer loyalty.They discovered that WOM significantly mediated both satisfaction and customer loyalty.In contrast, Rawal and Saavedra (2017) evaluated the mediating role of WOM on the relationship between pre-release studio actions and box office revenue in the movie theater sector.They concluded that WOM fully mediates the stated relationship.

Moderating effect of reliability
Lee et al. ( 2016) investigated the effects of website reliability and quality on the purchase intentions of online customers.They found a positive and substantial relationship between website design and reliability and the likelihood that online buyers will make additional purchases.In contrast, Zoghlami et al. (2018) investigated the drivers of e-WOM (e-service quality and e-loyalty).They found that the e-service quality component of dependability favorably influences e-loyalty and e-WOM.
Li and Liu (2019) examined the moderating effect of service reliability on the impact of airline company brand image on purchase behavior.Based on their findings, service reliability strongly moderated the impact of airline company brand image on purchase behavior.This result demonstrated how customer purchase behavior is affected by airline firms' service reliability.Lee and Ha (2015) discovered that reliability affected customer loyalty and satisfaction.Ghalandari (2021) proved that information dependability acted as a mediating factor in the association between purchase intention and ethical shopping behavior.Finally, Afroze et al. (2021) showed a positive link between customer happiness and e-banking loyalty, with reliability as a moderator.

AIM AND HYPOTHESES
This paper aims to assess the impact of visual social media marketing on customer purchase intention.Moreover, it assesses the mediating role of e-WOM on the relationship between visual social media marketing on customer purchase intention and the moderating role of reliability on the relationship between electronic word-of-mouth and customer purchase intention.Hence, the following hypotheses are proposed (Figure 1): H1: VSMM positively affects CPI.
H4: e-WOM mediates the relationship between VSMM and CPI.
H5: Reliability moderates the relationship between e-WOM and CPI.

METHODS
This quantitative descriptive study used e-WOM as a mediator and reliability as a moderator to examine the influence of visual social media marketing on clients of Jordanian real estate businesses.A two-section questionnaire was used to collect the data: one section contained questions about the respondents' demographics (gender, age, educational background, and income), and the other section contained questions about the components of the study model.
The variables of informative content, covered by four items, entertainment content, covered by four items, and remunerative content, covered by two items, were used to represent VSMM.The foundation for all VSMM goods was Kujur and Singh (2020).The five pieces based on Al-Gasawneh and Al-Adamat covered the e-WOM construct.Based on Kim and Cha (2021), four items addressed the reliability construct.Finally, four items based Aji et al. (2020) covered the construct of purchase intention.While e-WOM, reliability, and purchase intention were unidimensional constructs, VSMM was multidimensional.A 5-point Likert scale was provided for each item corresponding to the study constructs to provide more accurate results.
The target population comprised all Jordanian potential real estate customers; key informant methodology was employed in selecting the sample size.G-power statistical software was used to propose 92 respondents, based on an F-statistical test, error probability = 0.05 (a power level of 1-β = 0.95), power standard = 0.80, with three predictors (Alotaibi & Roussinov, 2016).
Considering the probability of achieving a weak response rate and yet attempting to increase the accuracy of the results, this study followed the suggestion of Hair et al. (2010) to use more than 100 samples.Thus, the questionnaires were sent to 300 customers.Respondents were selected by non-probability convenience sampling methods from the target population.The study used Google Forms to distribute questionnaires online.SPSS version 18 and PLS-SEM version 3.2.8 were the data analysis software.

RESULTS
Table 1 shows that 250 respondents provided adequate responses to the study questionnaire.
Regarding the confirmatory analysis (Hair et al., 2010), AVE measurements were higher than the 0.5 cut-off value.The CR values also exceeded the 0.7 cut-off value.The loadings were higher than the specified cut-off value of 0.7.
Table 2 reveals that the HTMT values for the latent constructs in the overall model were all between 0.080 and 0.821.The readings were lower than the recommended tolerable value of 0.90 (Henseler et al., 2015).To put it another way, all latent concept measurements were completely discriminatory.The overall measurement model has demonstrated both convergent and discriminate validity.As a result, the measuring scale can truly and consistently evaluate the constructs and their related items in the overall model.
The structural model investigated the direct effects of visual social media marketing as an ex- ogenous variable on consumer purchase intention as an endogenous variable.Moreover, it assessed the mediating influence of e-WOM on the link between visual social media marketing and customer purchase intention (H4) and the moderating influence of trustworthiness on the connection between e-WOM and customer purchase intention (H5).
VSMM received a t-value of 3.260 and a p-value of 0.003 for CPI prediction (H1).For H2, VSMM showed a t-value of 2.472 and a p-value of 0.000 for e-WOM prediction.For H3, e-WOM got a t-value of 5.191 and a p-value of 0.002 for CPI prediction.
According to the bootstrapping results, at the 0.05 significance level, e-WOM exhibited a favorable and substantial mediating effect on the relationship between VSMM and CPI, with values = 0.532, t-value = 3.410, and p-value = 0.001.Further analysis showed that neither the upper nor lover level values (LL = 0.042, UL = 0.543) crossed zero.The connection between E-WOM and CPI was successfully moderated by reliability at the 0.05 significant level, according to the bootstrapping results, with values = 0.341, t-value = 2.795, and p-value = 0.000.Therefore, the study confirmed all of the hypotheses (Table 2).

DISCUSSION
This study examined five hypotheses.First, the findings supported H1, which addressed the impact of VSMM (informative, entertainment, and

CONCLUSION
This study confirmed that purchase intentions increase due to visual social media marketing on the Jordanian real estate market.It was demonstrated that e-WOM acts as a mediator between purchase intention and visual social media marketing.The findings discovered direct and indirect relationships between visual social media marketing and purchase intention.
Effective use of visual social media tools enhances consumers' desire to buy, especially when companies use promotional videos and photographs.In addition, when the ads are good and convincing, this will spread positive word of mouth, leading to increased purchase intention.In the same vein, this study concluded that if word-of-mouth is reliable, it would neutralize any negativity or doubt that it may have, thus increasing the purchase intention.
Finally, the findings of this study give practitioners the right tools and philosophy for leveraging the intention to purchase in the real estate sector.This study only examined the mediating role of e-WOM in the relationship between VSMM and purchase intention.It is therefore recommended that future research investigates other moderators that might influence the relationship.

Table 2 .
Hypotheses testingLastly, H5, which claimed the moderation of reliability on the link between e-WOM and CPI in Jordanian real estate companies, was also supported.The moderation of reliability in the relationship involving purchase intention was affirmed byLeeet al. (2016), Afroze et al. (2021), Lee and Ha (2015), and Zoghlami et al. (2018).The increase in reliability can increase customer confidence, boosting the relationship strength between customers' intentions and purchase behavior.