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Businesses in various industries need to develop competitive advantage based on an
adequate and intensive use of information and communication technologies (ICT),
especially through internet advertisement, which is an essential element for success
in today’s market. This fact is as well relevant in the Tanzanian real estate industry;
whose survival depends, among other factors, on the use they make of internet
advertisement to develop new organizational models; compete in new markets or
enhance their internal and external communication relationships. Given the relevance
of this topic, the present study was conducted to explore the Challenges on Adoption
of Internet Advertisement in Tanzanian Real Estate Industry. Purposive sampling
was used to pick out 90 respondents, who were 70 realtors and 20 real estate
customer respondents. Thereafter data was collected through semi structured
interview, observation, web browsing and documentary review. This data was
analysed using descriptive statistics and presented in tables, charts and supporting
explanations from field findings. The results showed that there was poor adoption of
internet advertisement in Tanzania real estate industry. This sluggish adoption was
caused by some challenges facing realtors including; inadequate knowledge
regarding internet as media of advertisement, financial constraints, complex nature of
internet advertisement and, harsh taxation policies on sole real estate proprietors.
Further the study showed that realtors face these challenges differently depending on
their individual background factors which are; educational background, experience in
real estate industry and age. The results further showed possibility of realtors to
increase their market share through internet advertisement, because customers were
willing to access real estate information through internet. It was recommended that
effort should be made to educated realtor about internet advertisement. Moreover, in
order to overcome high costs of internet advertisement individual realtor should form
union for cost sharing. Through union, Information Technology professionals can be
helpful in constructing internet advertisement and educate them in order to tap into
the growing online market. |
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