TITLE:
Developing a Social Media Marketing Framework for Small-Scale Contractors in the Construction Industry
AUTHORS:
Chipozya Kosta Tembo, Franco Muleya, Godfrey Kabwe Bulaya
KEYWORDS:
Social Media Marketing, Small-Scale Contractors, Framework, Zambia
JOURNAL NAME:
Open Journal of Business and Management,
Vol.10 No.1,
December
29,
2021
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.