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Boadu, E F, Wang, C C and Sunindijo, R Y (2021) Challenges for occupational health and safety enforcement in the construction industry in Ghana. Construction Economics and Building, 21(01), 01-21.

Das, D K and Emuze, F (2021) Design delays in building projects in India: Effects and remedies. Construction Economics and Building, 21(01), 22-44.

Ershadi, M, Jefferies, M, Davis, P and Mojtahedi, M (2021) Achieving sustainable procurement in construction projects: The pivotal role of a project management office. Construction Economics and Building, 21(01), 45-64.

Gurmu, A, Galluzzo, A and Kite, J (2021) Modelling customers’ perception of the quality of services provided by builders: A case of Victoria, Australia. Construction Economics and Building, 21(01), 100-24.

Malesev, S and Cherry, M (2021) Digital and social media marketing: Growing market share for construction SMEs. Construction Economics and Building, 21(01), 65-82.

  • Type: Journal Article
  • Keywords: SMEs; brand equity; digital marketing; residential construction; social media
  • ISBN/ISSN:
  • URL: https://doi.org/10.5130/AJCEB.v21i1.7521
  • Abstract:
    The construction industry has not been an early adopter of social media and digital marketing, due largely to lack of knowledge of and skills in these areas. Nevertheless, effectively deployed, digital and social media marketing can be a disruptive force allowing smaller residential construction companies to build brand awareness and win business from larger competitors. This study uses a qualitative approach - interviews with residential construction small to medium enterprises (SMEs) and adjacent industry actors - to obtain data addressing the key questions of the residential construction sector SMES' digital marketing attitudes and capabilities; whether digital and social media marketing is as or more effective than traditional marketing strategies; and the challenges facing SMEs in making effective use of digital marketing strategies. The findings confirm widespread recognition of the value of digital marketing strategies among SMEs but reveal that uptake and effective use of digital marketing is undermined by deficiencies in external environment analysis and a lack of the investment and training needed to plan, monitor and maintain effective and up-to-date marketing mixes, strategies and objectives. Based on the findings, recommendations are offered for improving residential construction SMEs’ uptake and effective use of digital and social media marketing.

Osuizugbo, I C, Oyeyipo, O O, Ojelabi, R A and Oshodi, O S (2021) Factors inhibiting corporate social responsibility initiatives among construction companies. Construction Economics and Building, 21(01), 83-99.