The Role of Digital Marketing Strategy in Enhancing Organizational Outcomes in the Real Estate Sector of Islamabad: The Mediating Role of Customer Satisfaction

Abstract

This study examines the influence of Digital Marketing Strategy on Organizational Outcomes in the real estate sector of Islamabad, Pakistan, focusing on the mediating role of Customer Satisfaction. As digital marketing continues to redefine customer interactions and organizational performance, understanding its mechanisms is essential for achieving sustained business success. The research employs a robust methodology, using surveys distributed to 60 participants, including both employees and customers from three prominent real estate agencies in Islamabad. Data analysis was conducted using Statistical Package for the Social Sciences, Smart Partial Least Squares, and Bootstrapping techniques. The results demonstrate that Digital Marketing Strategy significantly improves Customer Satisfaction, which, in turn, enhances Organizational Outcomes. Moreover, Customer Satisfaction fully mediates the relationship between Digital Marketing Strategy and Organizational Outcomes, emphasizing the critical role of customer-centric digital strategies in fostering business growth. This study provides valuable insights into the relationship between digital marketing, customer satisfaction, and organizational performance, offering a novel framework for real estate agencies in Islamabad and contributing to the broader understanding of digital marketing’s impact in emerging markets.

Keywords: Digital Marketing Strategy, Customer Satisfaction, Organizational Outcomes, Mediation, Real Estate, Pakistan, Bootstrapping

https://doi.org/10.5281/zenodo.18620917