Purpose

Many construction businesses are currently building and keeping social media pages for their enterprises to be visible to the public to improve their social interaction, promote business interest, build trust and relationships with their targeted audience on social media. The purpose of this study is to examine the impact of social mediausage on performance of construction businesses (CBs) in Abuja, Nigeria.

Design/methodology/approach

This study used a quantitative research approach by identifying constructs that reveal three aspects of organisation’s physiognomies that impact the process of espousing, implementing and using technological innovations in conducting businesses. Well-structured questionnaire was used to obtain data from 113 purposively sampled building materials’ merchant operating in Dei-Dei Market, Abuja, Nigeria. This study used partial least squares structural equation modelling technique to establish the relationship among the constructs.

Findings

The results of this study indicated that technology has significant relationship with social media adoption, whereas social media adoption has a very strong positive impact on organisation’s performance (P < 0.001) with respect to improved customer relations and services and enhanced information accessibility.

Research limitations/implications

This study has implications for CBs that wish to adopt social media to promote their businesses by presenting to them the opportunity to understand the impact of technology, environment and organisational potential in improving business performance. This study is cross-sectional in nature, and this calls for caution in interpreting the results.

Originality/value

This paper developed and tested a conceptual framework presented to understand the interrelationships amongst the constructs, which would be of great significance to business owners in developing their social interaction and promote business interest via social media. The outcome of this research is beneficial to researchers to further study how the different social media tools could help in influencing business decisions.

中文翻译：

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社交媒体使用对尼日利亚阿布贾建筑企业 (CB) 业绩的影响

目的

许多建筑企业目前正在为其企业建立并保留社交媒体页面，以便公众可以看到，以改善他们的社交互动，促进商业利益，与社交媒体上的目标受众建立信任和关系。本研究的目的是检查社交媒体使用对尼日利亚阿布贾的建筑企业 (CB) 绩效的影响。

设计/方法/方法

本研究采用定量研究方法，通过确定揭示组织面貌的三个方面的结构，这些结构会影响在开展业务时支持、实施和使用技术创新的过程。结构良好的问卷被用来从在尼日利亚阿布贾的 Dei-Dei 市场经营的 113 名有目的的抽样建筑材料商人那里获得数据。本研究使用偏最小二乘结构方程建模技术来建立构念之间的关系。

发现

这项研究的结果表明，技术与社交媒体的采用有显着关系，而社交媒体的采用对组织绩效（P < 0.001）在改善客户关系和服务以及增强信息可访问性方面具有非常强烈的积极影响。

研究限制/影响

本研究对希望采用社交媒体通过向他们展示技术、环境和组织潜力在提高业务绩效方面的影响的机会来推广其业务的 CB 具有意义。这项研究本质上是横断面的，因此在解释结果时需要谨慎。

原创性/价值

本文开发并测试了一个概念框架，用于理解结构之间的相互关系，这对于企业主通过社交媒体发展社交互动和促进商业利益具有重要意义。这项研究的结果有利于研究人员进一步研究不同的社交媒体工具如何帮助影响商业决策。