Influence of social media adoption on the performance of construction small and medium-sized enterprises (SMEs) in Abuja – Nigeria

Abstract

PurposeThe purpose of this paper is to examine the influence of social media adoption on the performance of construction small and medium-sized enterprises (SMEs).Design/methodology/approachConstruction SMEs owners and managers in Nigeria were surveyed using questionnaires to gather data. Partial least square structural equation modeling (PLS-SEM) was employed to assess measurement reliability and validity, as well as the hypothesized paths provided in the conceptual model that formed part of the final conclusions.FindingsThe empirical finding showed that social media usage increased knowledge accessibility, reduced costs and improved customer relations and service for organizations. Overall, social media adoption was significantly and positively related to SMEs business performance. Also, the paper revealed that learning capability mediates the relationship between social media and SMEs performance.Research limitations/implicationsData for the study came from only one industry and one related line of business; thus, including more companies from different sectors or industries could be more interesting. The study's findings contributed to the growing body of knowledge about the impact of social media on the efficiency of businesses. Small and medium-sized businesses also need to understand and recognize the impact of social media on the organization's performance in order to achieve a long-term competitive edge from the adoption of social media.Practical implicationsAccording to the findings, small construction firms can benefit from marketing the brands through social media channels and improved learning capability. In terms of accessibility, cost savings and improved relationships with customers, research shows that social media promotion can be beneficial to businesses. A study like this has the potential to show how social media can help striving small businesses interact cost-effectively with customers all over the world, opening new doors for sales and continuous improvement.Originality/valueThe relationship between SME performance in Nigeria and the use of social media has received very little attention despite social media's promising potentials, particularly for small businesses. The authors hoped that this study will fill a gap in the authors' understanding of how social media affects the performance of small and medium-sized businesses (SMEs) in the construction industry.

Artificial intelligence adoption among human resource professionals: Does market turbulence play a role?

“…(2023) and Oyewobi et al. (2022) also reported TMS as a significant factor in the adoption of technologies in organizations. Hence, the following hypothesis was created:Hypothesis Top management support positively and significantly influences AI adoption among HR professionals.…”

“…This is supported by studies conducted by Duan et al (2012) and Hsu et al (2019), who reported that TMS facilitates the relationship between openness to technology adoption in organizations. Furthermore, Maroufkhani et al (2023) and Oyewobi et al (2022) also reported TMS as a significant factor in the adoption of technologies in organizations. Hence, the following hypothesis was created: Hypothesis 4.…”

Exploring the Impact of Social Media Use on Team Feedback and Team Performance in Construction Projects: A Systematic Literature Review

“…Despite extensive research on the individual and organizational impacts of SM use [35,36], its effects at the project level, particularly in the construction sector, are less understood, warranting further exploration [7]. Recent studies have begun to reveal the benefits of SM use in construction organizations, such as enhanced knowledge accessibility, reduced costs, and improved customer relations [37]. Facebook, LinkedIn, and Twitter have been identified as popular SM platforms among construction professionals [20], while in China, platforms like WeChat and DingTalk are gaining prominence in various industries, including construction [23].…”

“…Recent studies have shown that the social network model in construction fosters professional trust and strong communication, leading to high-performance teams [103]. SM's positive impact on project management includes time reduction [104] and their significant role in improving small and medium-sized enterprises' business performance by increasing knowledge accessibility and reducing costs [37].…”

How Does SME Social Media Adoption Drive Marketing Performance?

“…The prevalence of social media has sparked considerable interest among scholars and business practitioners, as evidenced by the extensive research conducted by Mazurek et al (2018), Al Halbusi et al (2022), Oyewobi et al (2022), and Kanwar and Huang (2022). Since the birth of social media, the business landscape has been different.…”