New researches in Islamic humanities studies

New researches in Islamic humanities studies

Developing a conceptual framework for the role of smart technologies in digital marketing strategies: A case study of the Iraqi real estate industry

Document Type : Original Article

Authors
Taghreed Alaa Mohammad Ali Al-Nadawi 1
Mohammad Bashkoh Ajirloo 2
Ghasem Zarei 2
Naser Seifullahi 3
1 PhD Student in Marketing Management, Faculty of Social Sciences, University of Mohaghegh Ardabili, Ardabil, Iran.
2 Professor, Department of Business Administration, Faculty of Social Sciences, University of Mohaghegh Ardabili, Ardabil, Iran
3 . Professor, Department of Business Administration, Faculty of Social Sciences, University of Mohaghegh Ardabili, Ardabil, Iran
10.22034/api.2026.2089347.1760
Abstract
Objective: This study analyzes how smart technologies transform digital marketing in Iraq’s real estate industry, focusing on drivers, implementation, outcomes, and integration challenges. It aims to propose a localized operational framework tailored to the specific needs of the Iraqi market.
Method: Employing a qualitative Grounded Theory approach, this study conducted 18 semi structured interviews with industry experts and academics. Findings were derived through a systematic three stage coding process open, axial, and selective ensuring comprehensive theoretical saturation.
Results: Data analysis revealed four thematic axes:
Input Factors: Technologies like BIM and IoT serve as primary catalysts for virtual promotion innovation.
Strategies: Findings highlight the importance of personalized, sustainable marketing campaigns enabled by smart tools.
Outcomes: Successful integration yields tangible results, including increased market share, customer loyalty, and reduced costs.
Moderating Factors: Obstacles like supply chain issues, cultural resistance, and regulations impact the pace of adoption.
Conclusion: Smart technologies hold great potential for advancing Iraqi real estate marketing, provided localized barriers like infrastructure and cultural resistance are addressed. By offering a localized framework, this research fills a critical gap in literature, providing actionable insights for firms and policymakers.

Graphical Abstract

Developing a conceptual framework for the role of smart technologies in digital marketing strategies: A case study of the Iraqi real estate industry
Keywords
smart technologies
digital marketing
marketing strategies
real estate industry
Subjects
Ball, M. (2020). The metaverse: What it is, where to find it, and who will build it. MatthewBall.vc. https://www.matthewball.vc/all/themetaverse
Bongomin, O., Gilibrays Ocen, G., Oyondi Nganyi, E., Musinguzi, A., & Omara, T. (2020). Exponential disruptive technologies and the required skills of industry 4.0. Journal of Engineering, 2020(1), 4280156.
Braun, V., & Clarke, V. (2006). Using thematic analysis in psychology. Qualitative Research in  Psychology, 3(2), 77–101. https://doi.org/10.1191/1478088706qp063oa
Chao, D. (2024). The role of blockchain technology and smart contracts in enhancing the transparency of fragmented investments in overseas real estate. WORLD, 13(1), 448-458.
Diamandis, P. H., & Kotler, S. (2015). Bold: How to go big, create wealth and impact the world. Simon and Schuster.
Diamandis, P. H., & Kotler, S. (2020). The future is faster than you think: How converging technologies are transforming business, industries, and our lives. Simon and Schuster.
Dionisio, J. D. N., Burns III, W. G., & Gilbert, R. (2013). 3D virtual worlds and the metaverse: Current status and future possibilities. ACM Computing Surveys, 45(3), 1–38.
Duan, Y., Edwards, J. S., & Dwivedi, Y. K. (2019). Artificial intelligence for decision making in the era of Big Data – evolution, challenges and research agenda. International Journal of Information Management, 48, 63–71.
https://datareportal.com/reports/digital-2026-iraq#:~:text=There%20were%2039.6%20million%20individuals,percent%20of%20the%20total%20population.
Fisk, G. (1967). Marketing systems: An introductory analysis. Harper & Row.
Hamza, S. H. K., Ebabekir, K. M., Ismael, G. A., & Ahmed, G. K. (2025). The Role of AI in Targeting and Segmentation: A New Era for Marketing Professionals in the Real Estate Sector: Role of AI in Targeting and Segmentation. Academic Journal of International University of Erbil, 2(02), 173-185.
Kotler, P., Kartajaya, H., & Setiawan, I. (2021). Marketing 5.0: Technology for humanity. Wiley.
Layton, R. A. (2007). Marketing systems—A core macromarketing concept. Journal of Macromarketing, 27(3), 227–242.
Layton, R. A. (2009). On economic growth, marketing systems, and the quality of life. Journal of Macromarketing, 29(4), 349–362.
Layton, R. A. (2015). Formation, growth, and adaptive change in marketing systems. Journal of Macromarketing, 35(3), 302–319.
Liu, H., Ke, W., Wei, K. K., & Hua, Z. (2020). The impact of IT capabilities on firm performance: The mediating roles of absorptive capacity and supply chain agility. Decision Support Systems, 133, 113289.
Marino, N., Cacciamani, G., & Veneziano, D. (2021). Exponential Technologies and Future Scenarios. In Urologic Surgery in the Digital Era: Next Generation Surgery and Novel Pathways (pp. 249-258). Cham: Springer International Publishing.
McAfee, A., & Brynjolfsson, E. (2017). Machine, platform, crowd: Harnessing our digital future. W.W. Norton & Company.
Mele, C., & Russo-Spena, T. (2025). Agencement of onlife and phygital: smart tech–enabled value co-creation practices. Journal of Service Management, 36(2), 217-240.
Mottaghi, S. F., Steininger, B. I., & Yanagawa, N. (2024). Real Estate Insights: The current state and the new future of tokenization in real estate. Journal of Property Investment & Finance, 42(6), 614-620.
Naeem, N., Rana, I. A., & Nasir, A. R. (2023). Digital real estate: a review of the technologies and tools transforming the industry and society. Smart Construction and Sustainable Cities, 1(1), 15.
Ogungbemi, O. S. (2024). Smart contracts management: The interplay of data privacy and Blockchain for secure and efficient real estate transactions. Journal of Engineering Research and Reports, 26(8), 10-9734.
Oza, V. J., Nikte, A., Bhanushali, V., & Rote, U. (2024, April). Smart Contracts and Tokenization: Revolutionizing Real Estate Transactions with Blockchain Technology. In 2024 International Conference on Inventive Computation Technologies (ICICT) (pp. 1598-1604). IEEE.
Starr, C. W., Saginor, J., & Worzala, E. (2021). The rise of PropTech: Emerging industrial technologies and their impact on real estate. Journal of Property Investment & Finance, 39(2), 157-169.
Ullah, F., Sepasgozar, S. M., Thaheem, M. J., & Al-Turjman, F. (2021). Barriers to the digitalisation and innovation of Australian Smart Real Estate: A managerial perspective on the technology non-adoption. Environmental Technology & Innovation, 22, 101527.
Wrase, I., Haase, M., & Wang-Speiser, Z. (2023). Towards a circular built environment–Focus on the new M. Sc. program in real estate and facility management. Frontiers in Sustainability, 4, 1163394.
Zupic, I., & Čater, T. (2015). Bibliometric methods in management and organization. Organizational Research Methods, 18(3), 429–472.
New researches in Islamic humanities studies
Volume 5, Issue 9
Spring 2026
Pages 1-14