THE INFLUENCE OF DIGITAL MARKETING ON THE ARCHITECTURAL DESIGN OF HIGH-RISE BUILDINGS: A CASE STUDY OF SULAYMANIYAH CITY, KRG/IRAQ

Volume 13 ,Issue 1 ,December 2026 ,Pages 51-81

Authors

Shadan Mohammed Al.Dawdi 1 ; Alan Faraydoon Ali 1

1 Architectural Department, College of Engineering, University of Sulaimani, KR, Iraq

DOI logo 10.17656/sjes.10231

Keywords

Abstract

Nowadays developers depend on new media to promote their development and to listen to prospects’ expectations for buyers. It is still questionable whether the expectation captured online reflects priorities of evaluating architecture in dynamic cities. This study investigates it for high-rise residential projects in Sulaymaniyah City, Kurdistan Region of Iraq. The present research design is cross-sectional and based on a mixed-methods approach focusing on establishing relationships between the participants’ perspectives. Quantitative data consisted of 210 complete questionnaires collected from experts including architects, real estate agents, marketing specialists, and residents. Also, data were collected through the process of interviews conducted with 5 senior managers from prominent companies. Significant correlations were found between assessing the marketing tools within new media, and determining the architectural priorities based on elements like the exterior-facade of the building, the layout and arrangement of the apartment’s interior and amenities for customers’ satisfaction. In addition, interviewees confirmed utilizing many aspects of new media such as the virtual tour/reality, the 3D modeling, and the visualization in explaining the architectural attributes and getting the market reaction about it. On the other hand, interviewee put more focus on companies’ repute in their past achievements as a result of construction quality and successful and on-time delivery rather than new media to have success. Overall, the research focuses on how people assess certain relationships; it does not provide convincing results about the direct impacts on residential architecture physically due to new media in term of architecture’s physical characteristics.

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