From isolation to interaction: evaluating social media awareness and adoption in a developing construction industry

IF 3.5 Q3 GREEN & SUSTAINABLE SCIENCE & TECHNOLOGY
John Aliu, Ayodeji Emmanuel Oke, Abiola Oluwasogo Oyediran, R. Kanya, Samuel Ukaha Onyeukwu
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Abstract

PurposeAlthough social media has gained prominence as a communication and marketing tool in various sectors, its adoption and utilization within the construction industry remain relatively underexplored. Therefore, this study fills this gap by evaluating the level of awareness and the extent of adoption of social media within the Nigerian construction industry, shedding light on its current status and potential impact.Design/methodology/approachThis objective was attained via a quantitative research approach that utilized a structured questionnaire to obtain responses from construction professionals such as architects, builders, engineers, quantity surveyors and estate managers. Frequencies and percentages and the mean item score (MIS) were used to analyze the questionnaire responses and assess the overall awareness and adoption of social media among construction professionals. Additionally, the Kruskal–Wallis H-test provided valuable insights into the variations in social media adoption levels among different professional categories within the construction industry.FindingsThe results indicate that construction professionals possess a generally high level of awareness regarding various social media platforms. However, despite this awareness, the extent of adoption does not align with the level of awareness, suggesting that adoption rates are not as widespread as anticipated.Practical implicationsThe findings of this study underscore the importance of not just awareness but also effective adoption and utilization of social media platforms. While awareness is a crucial first step, construction firms should focus on implementing strategies to encourage greater adoption and integration of these platforms into their daily operations. This can go a long way in bridging the awareness – adoption gap which was revealed in this study.Originality/valueWhile the limited existing research on social media in the construction industry has predominantly concentrated on areas such as marketing, addressing the root causes of fatalities, data environment tools and business branding, none have undertaken a thorough evaluation of social media awareness and adoption within the sector. This study fills a critical gap by narrowing its focus to the adoption dynamics and the technology’s potential impact on communication, collaboration and knowledge sharing among construction professionals.
从孤立到互动:评估发展中建筑业对社交媒体的认识和采用情况
目的 虽然社交媒体作为一种交流和营销工具在各行各业都取得了突出的成绩,但其在建筑行业的采用和使用情况仍相对欠缺。因此,本研究通过评估尼日利亚建筑业对社交媒体的认识水平和采用程度,揭示其现状和潜在影响,从而填补这一空白。设计/方法/途径本研究采用定量研究方法,利用结构化问卷从建筑师、建筑商、工程师、工料测量师和房地产经理等建筑专业人士处获得答复,从而实现研究目标。研究采用频率、百分比和平均项目得分(MIS)来分析问卷答复,并评估建筑专业人员对社交媒体的总体认识和采用情况。此外,Kruskal-Wallis H 检验为了解建筑行业内不同专业类别在社交媒体应用水平上的差异提供了有价值的见解。实际意义本研究的结果强调了不仅要有社交媒体平台意识,还要有效采用和利用社交媒体平台的重要性。虽然提高认识是至关重要的第一步,但建筑公司应集中精力实施战略,鼓励更多人采用这些平台并将其融入日常运营中。原创性/价值虽然现有的关于建筑行业社交媒体的研究有限,主要集中在营销、解决致命问题的根本原因、数据环境工具和业务品牌等领域,但没有一项研究对该行业的社交媒体意识和采用情况进行了全面评估。本研究填补了这一重要空白,将重点缩小到采用动态以及该技术对建筑专业人员之间的沟通、协作和知识共享的潜在影响。
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来源期刊
Smart and Sustainable Built Environment
Smart and Sustainable Built Environment GREEN & SUSTAINABLE SCIENCE & TECHNOLOGY-
CiteScore
9.20
自引率
8.30%
发文量
53
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