Evaluating the responses of the audience of real estate ads in cyberspace with the method of neural marketing (neuromarketing)

The purpose of this study is to evaluate the responses of real estate advertisers in cyberspace with the method of neuromarketing (neuromarketing) which in terms of the nature of research, applied, in terms of research method, quality and in terms of research strategy, data-based theory. Thirty semi-structured interviews were conducted to achieve theoretical saturation. Acceptability, transferability and verifiability were used to assess validity and retest method was used to assess reliability (89.14%). Data analysis method was performed in three stages of open, axial and selective coding. According to the results, 330 initial open source code were identified. In the open coding phase, data were collected through telephone communication with Internet housing clients who needed to purchase or exchange housing. In the axial coding stage, 26 concepts were formed as research concepts. Finally, in the selective coding stage, using the continuous category comparison technique, 5 main categories were obtained, including processes, customer relationship management, property selection criteria, customer service, and beautification factor. The model designed in this research is generally expected to be used as a tool to increase customer attraction and customer demands in property selection.