A Study On Social Media In The Brokerage: Social Media As A Marketing Channel And Its Effects For Individual Real Estate Agents

Abstract

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Mediator as a phenomenon, i.e. an actor who stands between two parties and tries to find a solution that benefits both, is a phenomenon that has existed for all time. In the age of digitization, brokers have also taken the step online and so also to social media platforms, such as Facebook and Instagram.Many brokers in Sweden use social media today to market themselves as well as individual objects. At the same time, brokers are a professional group that is already characterized by high workloads and irregular working hours, where social media, for example, could conceivably disadvantage individual brokers' work-life balance. The aim of the essay is therefore to create an understanding of what effects the use of social media in the professional role of broker