Research Article 75
Journal of Management Sciences - Volume 10, Issue 1 2023
By Emmanuel Bruce, Kusiwaa Mensah Lauretta
10.20547/jms.2014.2310102
Keywords: Social media, construction firms, customer orientation, marketing capabilities, Ghana.

Modern technologies play a crucial role in enhancing the productivity and competition among businesses. The construction sector has consistently been regarded as one of the sectors with less usage of social media technologies. Given this, there is increasing concern from scholars, practitioners and academia in exploring social media adoption and usage within construction firms in the small and medium-sized enterprises (SMEs) context. Hence, this study aims to examine the impact of social media on construction firms' performance. The study used structure questionnaire to collect data from 430 managers and employees in the construction sector in Ghana. questionnaire. Using a Partial-least-squares-structural equation-modeling (PLS-SEM) for the analysis, the result revealed that social media has a strong and direct effect on customer orientation, organizational learning capability, marketing capabilities and informational capabilities. However, the study found insignificant relationship between social media usage and construction firms' performance. This study offers both theoretical and practical implications.

Submission Date: 7 Nov, 2022 Reviews Completed: 29 Jan, 2023
Acceptance Date: 10 Feb, 2023 Publication Date: 20 Feb, 2023