IMPACT OF SOCIAL MEDIA ON CONSTRUCTION SMEs BUSINESSES IN ABUJA

IMPACT OF SOCIAL MEDIA ON CONSTRUCTION SMEs BUSINESSES IN ABUJA

ABSTRACT

Since the advent of social media in the early 2000s, its influence on the day to day life of people has impacted the way they conduct businesses. The construction industry is not widely perceived as innovative and collaborative as many other industries. The global construction industry is trying so much to change the perception with several short- and long-term strategies. Over the last few years, social media has changed the face of our personal interactions, with an unprecedented rate of adoption that outpaces previous innovations. Social media tools are intuitive to use and allow people to share information, collaborate, discuss common interests and build business relationships. Social media has influenced the corporate and business world as well, today there is an increase in the number of construction businesses joining the social media platforms. They are spending considerable amount of their time, energy and money to build and maintain their social media public pages to improve their standing in both local and global business space. This phenomenon is a relatively new invention to the global business environment, hence the limitation to the studies conducted in this area, majority of them are based on individual’ perspective. This research study focuses on the positive impact of social media on construction industry businesses and its influence on promoting better marketing platform and business relationships. Using both the quantitative and qualitative means, this research study strives to find out how social media has or can further benefit construction product and services organization in optimizing their overall performance through the appropriate usage of this internet phenomenon. However, this research study focuses only on the positive aspects of social media and it’s in depth reach with the customers, suppliers, manufacturers and competitors. This research assesses how social media has been beneficial to the sale and promotion of construction materials, product and services of some organization in the Regional building material market Dei Dei Abuja FCT. Through the questionnaires and semi structured interviews conducted with various respondents in the construction or building material organization we find out how social media has been utilized to foster better business development and establish business relationships with customers and suppliers of construction materials such as doors, tiles, roofing sheets, Laminate sheets for wood work, plumbing materials, paints, Plaster of Paris materials, machines, building technology equipment etc. The results obtained through this study show that social media has been able to positively impact the construction organizations in improving their visibility, enhanced customer service, better relationships within the industry and have above all, improved the organizations’ communication with the global construction businesses.

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