CULTURAL CAPITAL AND AESTHETIC COMMUNICATION STRATEGIES: A MULTI-METHOD ANALYSIS OF ART-INFUSED MARKETING EFFICACY ON REAL ESTATE CONSUMER DECISION PROCESSES IN THE UNITED STATES’ URBAN MARKETS

Abstract

This research explores the transformative role of cultural capital and aesthetic communication strategies on real estate consumer decision-making processes within the urban property markets of the United States. Using a multi-method analytical framework, the study integrates structural equation modelling (SEM) via a partial least squares approach with fuzzy-set qualitative comparative analysis (fsQCA) to evaluate the efficacy of art-infused marketing communications. Grounded in Bourdieu’s cultural capital theory and aesthetic experience frameworks, the investigation analysed responses from 485 U.S. real estate consumers across major metropolitan centres including New York City, Los Angeles, and Chicago. Findings reveal significant positive relationships between cultural-aesthetic marketing communications and consumer purchase intentions, mediated by emotional engagement and perceived cultural authenticity. Art-integrated marketing strategies demonstrated superior effectiveness compared to conventional promotional approaches, with cultural resonance emerging as a critical moderating factor. This research advances marketing communication scholarship by establishing a theoretical framework for cultural capital application in U.S. real estate markets while offering actionable insights for developers, marketers, and urban planners. The study’s implications extend to other developed economies seeking to leverage cultural and aesthetic strategies to influence consumer behaviour in competitive real estate markets.