Du är vad du inreder - En kvantitativ studie om inredning i bostadsannonsers påverkan på köpintresse

Sammanfattning: The Swedish real estate market has experienced an intense increase of demand during the last ten years. Thus, people regularly visit real estate websites, as well as home improvement and interior design have become extremely popular. However, the Swedish real estate agencies still have not developed a theoretical framework on how to most effectively market the properties. The main purpose of this study was to investigate how interior in apartment advertising affects the buyer's interest in the apartment, and furthermore to start building a framework for how to effectively use interior as a marketing tool. The study connects theory regarding social identity, advertising effectiveness and product personality in order to investigate consumer behaviour in the real estate market. In addition to confirming that the existing framework of brand and product personality can be applied to apartments and interior, the results open up a discussion regarding social identity's impact on how buyers approach the housing market.