Developing a Social Media Marketing Framework for Small-Scale Contractors in the Construction Industry
Year: 2021
Type: article
Abstract: Small-scale contractors have been reported to be under performing partly because they are less visible to their possible client(s) due to poor marketing. This study aimed to develop and ascertain the elements that should be included in a social media-marketing framework for small-scale contractors in the Zambian construction industry to improve their visibility consequently their marketing and performance. The framework was developed through a mixed method sequential approach using observations and a survey of 35 firms already using some form of social media marketing using a questionnaire comprising open and closed ended questions which was conducted to ascertain the components needed to promote social media marketing among small-scale contractors. For any firm to be successful in using social medial marketing; audience assessment, content generation as well as Return on Investment evaluation were found to be more relevant than influencers, tone and voice. However, monitoring of the client posts and the competition was found to be an area needing much attention for subsequent marketing.
Institution: Copperbelt University
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W4200260963