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This study aims to analyze Digital Marketing factors affecting the buying behavior of apartments in Ho Chi Minh City. Through conducting online and offline, the authors collect information of 265 customers about “the impact of digital marketing on buying behavior of apartments in HCM city” from real estate companies. The results of data analysis show that there are 06 factors affecting the buying behavior of apartments, namely Social Media Marketing; Content Marketing; Search Engine Marketing; Online Public Relations; Affiliate Marketing; E-Mail Marketing. The research results will be useful information for businesses to fully exploit Digital Marketing means to promote consumer buying behavior towards the apartment market in Ho Chi Minh City. Nguyễn T. Phụng, Nguyễn T. H. Nhung. HCMCOUJS-Kỷ yếu, 16(1), 46-60 47

Các yếu tố digital marketing tác động đến hành vi mua căn hộ chung cư tại thành phố Hồ Chí Minh