Unlocking the potential of TikTok marketing for luxury real estate industry in Sri Lanka

Purpose The study aims to investigate the applicability of TikTok as a social media marketing tool to promote the luxury real estate industry in Sri Lanka based on the technology acceptance model (TAM). Design/methodology/approach A quantitative approach was utilized, and data were collected from an online survey of 96 real estate professionals. The sample was selected using the purposive sampling technique. Data analysis was conducted using partial least squares-based structural equation modeling through SmartPLS 4 version to test the hypothesis. Findings To achieve the study's purpose, the influence of perceived usefulness (PU), perceived ease of use (PEOU) and attitude (AT) on professional intention to use TikTok marketing was hypothesized. PU is not supported, indicating that the Sri Lankan luxury real estate sector is not ready to adopt TikTok marketing to promote luxury properties. However, PEOU and AT significantly influence the intention to use TikTok marketing. Practical implications This study provides practical implications for real estate managers, marketers and developers. The positive AT of professionals and their perception of TikTok's ease of use indicate its potential for future adoption. However, the rejection of PU suggests that real estate marketers must strategically integrate TikTok into their luxury real estate marketing efforts. Originality/value There is a contextual gap in applying the TAM in TikTok marketing adoption in the luxury real estate sector in Asian and Sri Lankan contexts, an area that remains underexplored. It contributes to the literature by examining real estate professionals' adoption of TikTok marketing.