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

The modern real estate industry, including 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 Jordanian companies. paper used electronic word-of-mouth (e-WOM) as a mediator reliability moderator relationship between e-WOM customers’ intention. A conceptual model comprised VSMM dimensions (informative content, entertainment remunerative content), which affect intention customers, mediated by thee WOM construct. construct moderated link Questionnaires were distributed through Google Forms respondents selected convenience sampling; result, 250 responses received. PLS-SEM was analyze data test hypotheses. results confirmed significant impact intentions. In addition, found that mediates intention, moderates can help companies employ increase their