From building blocks to digital networks: analyzing critical drivers for social media adoption in the construction sector

Abstract

Despite the growing recognition of social media’s potential benefits in the construction industry, there is a lack of in-depth research examining the specific drivers that influence its adoption. Therefore, this study fills this gap by empirically investigating the drivers influencing the adoption of social media in the construction sector of a developing country such as Nigeria. This objective was achieved through a quantitative research approach, involving the utilization of a well-structured questionnaire to gather responses from construction professionals, including architects, builders, engineers, quantity surveyors and estate managers. These professionals were sampled using a combination of purposive and snowball sampling techniques. The obtained data underwent analysis using various statistical methods, including descriptive statistics and inferential statistics such as exploratory factor analysis (EFA) and Horn Parallel Analysis. The EFA revealed four clusters of drivers: communication and collaboration, operational efficiency and risk management, marketing and branding and knowledge sharing and learning. The findings of this study offer valuable guidance for construction firms and professionals seeking to harness the power of social media. Understanding the specific drivers within each cluster can inform strategic decisions regarding the selection and implementation of social media tools.