Designing a Social Media Marketing Model to Influence the Purchase Decision Making Process of Potential Customers for Green Residential and Commercial Buildings

Introduction
In recent decades, growing global awareness of environmental challenges and the urgent need for sustainable development have intensified attention toward the environmental impacts of various industries. Among these, the construction sector is recognized as one of the largest consumers of natural resources and a major contributor to environmental pollution. Issues such as global warming, increasing greenhouse gas emissions, and the depletion of natural resources have highlighted the unsustainability of current production and consumption patterns, raising serious concerns about the availability of resources for future generations. Consequently, researchers and policymakers increasingly emphasize the importance of environmentally responsible behaviors and sustainable resource management. Within this context, the concept of “greening” business practices—particularly through green marketing—has emerged as a key strategy for aligning economic activities with environmental considerations. One important manifestation of this movement is the development of green buildings, which aim to reduce environmental impacts while improving energy efficiency and the quality of life for occupants. Despite their significant environmental and economic benefits, encouraging potential buyers to adopt green residential and commercial buildings remains a major challenge. In this regard, social media has become a powerful marketing tool that enables organizations to communicate directly with audiences, disseminate information, and influence consumer attitudes and purchasing intentions. As social media increasingly shapes consumer decision-making processes, it offers valuable opportunities to promote environmentally friendly products and innovations such as green buildings.
 
Methodology
This study aimed to develop a social media marketing model capable of influencing the purchase decision‑making process of potential customers in the market for green residential and commercial buildings in Mashhad. In terms of purpose, the research is applied, and in terms of methodology, it follows a qualitative approach using grounded theory. The study population consisted of 10 experienced experts selected through purposive sampling, including professionals with more than ten years of experience in the sale of green residential and commercial buildings, university professors in business management with recognized publications in sustainable development, authors of specialized books, and experts in green architecture. Data were collected through in‑depth, semi‑structured interviews to capture participants’ experiences and perspectives. The collected qualitative data were analyzed using the grounded theory coding process, including open, axial, and selective coding. Through this process, 112 indicators and 40 conceptual components were identified. Subsequently, the extracted concepts were integrated and organized into broader categories, leading to the development of a paradigmatic model of the research. The analysis and coding of qualitative data were conducted using MAXQDA software, which facilitated the systematic organization, comparison, and interpretation of the interview data in order to construct the final conceptual model.
 
Findings
The findings derived from the paradigmatic model revealed several key dimensions shaping the proposed framework. The central category was identified as digital marketing and customer engagement capabilities, encompassing digital marketing strategies, digital branding, customer relationship management, modern sales techniques, and continuous analysis and optimization. The causal conditions influencing this central phenomenon include property-related factors, manufacturer and brand-related characteristics, financial and economic considerations, communication and information factors, socio‑cultural influences, customer needs and feedback, and technological factors. Contextual conditions consist of technological and digital advancements, changes in market demand, marketing and branding strategies, improvement of processes and services, development of specialized human resources, information management and transparency, collaboration and stakeholder participation, infrastructural and legal requirements, and experiential and cultural aspects. Intervening conditions include the role of influencers, project stakeholders, buyers’ social networks, digital media platforms, professional experts and consultants, legal and professional institutions, informal intermediaries, and emerging technologies. Based on these conditions, several strategic actions were identified, including content and information strategies, digital marketing strategies, interaction and communication strategies, customer experience and service strategies, financial and incentive strategies, as well as market segmentation and goal‑setting strategies. Ultimately, the implementation of this model leads to multiple outcomes, including financial and performance improvements, strengthened brand positioning, enhanced sales processes, improved customer-related outcomes, and the emergence of potential challenges and risks associated with implementation.
 
Discussion and Conclusion
The findings of this study highlight the significant role of social media marketing in shaping the purchase decision‑making process of potential buyers of green residential and commercial buildings. The proposed model demonstrates that effective digital marketing strategies—such as sustainability‑oriented branding, targeted content creation, customer relationship management, and innovative sales techniques—can substantially influence consumer awareness, attitudes, and purchasing intentions toward environmentally friendly buildings. The results also indicate that causal factors, including economic conditions, technological developments, and socio‑cultural influences, interact with contextual elements such as market dynamics, digital infrastructure, and the growing demand for sustainable housing to shape marketing strategies in this sector. Furthermore, the study shows that well‑designed social media strategies can improve market performance by strengthening brand credibility, increasing customer engagement, and facilitating more efficient sales processes. These findings are consistent with previous research highlighting the positive impact of social media marketing on brand loyalty, customer trust, and purchase intention. However, the results also emphasize the importance of transparency, accurate information management, and responsible communication in digital platforms, as misinformation or poorly managed content may undermine consumer trust. Overall, the proposed model provides practical guidance for construction companies seeking to promote green building projects through social media. By strategically leveraging digital platforms, firms can enhance customer awareness, encourage sustainable purchasing behavior, and ultimately contribute to the broader goal of sustainable development in the construction industry.