Effect of digital transformation on architectural design in real estate marketing:Aa qualitative research on the analysis of images shared on social media

The digital transformation and digital marketing concepts that have emerged in recent years demonstrate the effect of marketing products and services produced by businesses. Digital transformation is defined by the intensive use of information technologies and the rapid, money, and timesaving of business processes and information to be transported to a digital (electronic) environment. Digital marketing is in the literature in terms of understanding customer behavior and values for keeping customers with strategic use of digital technologies and the use of digital technologies to create a profitable business. Knowing the importance of digital transformation and digital marketing for real-estate marketing will contribute to the literature. In this study, the effects of customer behavior and values on architectural design (product design) were examined. Within the scope of the study, posts made by construction companies on social media and likes and comments made to them by customers, as well as academic magazine content in the sample set out within the framework of the concepts "social media", "customer" and "design", and the content of interviews reflecting industry and expert views were examined within the framework of a qualitative analysis pattern. In addition to office software for the analysis of the collected data in a qualitative pattern, a research software designed for qualitative research was also used due to the size of the data examined. According to the results of the analysis conducted within the scope of the study, it can be stated that there are currently not enough resources or data in search of the impact on the architectural design from social media, or that customer behavior or values are not ripe at this time to affect the architectural design. In other words, it can be said that customers' comments on social media for the design do not have enough effect to change or influence the design. The research has its limitations found in almost every qualitative research. It is hoped that researchers working in the field, construction sector officials, and architecture companies can benefit from the research results.