期刊名称：American Journal of Industrial and Business Management
印刷版ISSN：2164-5167
电子版ISSN：2164-5175
出版年度：2022
卷号：12
期号：7
页码：1185-1203
DOI：10.4236/ajibm.2022.127064
语种：English
出版社：Scientific Research Publishing
摘要：The study examined the extent of social media usage by construction industry MSMEs in Harare guided by Chaffey’s theory. A sample of 119 was drawn from CIFOZ and SMEA, using systematic and purposive sampling techniques. Questionnaires and interviews were used for collection of data which was analysed using SPSS and Nvivo. The instruments had a Cronbach alpha index of 0.72 implying validity. The findings showed that there was greater appreciation and motivation towards adopting social media tools among the participants and the MSMES in the construction sector in Harare. The study, therefore, concludes that knowledge, skills and motivation towards social media marketing tools are abundant among MSMEs in the construction sector contrary to apriori expectations. The results also show that social media marketing offers the opportunity for a high number of social interactions for businesses to expand product/brand awareness as well as offer a feedback mechanism. The study, therefore, concludes that social media has a diverse and plethora of benefits that can be enjoyed by construction MSMEs in accentuating and perpetuating the growth of MSMEs in the construction sector in Zimbabwe. It is recommended that firms invest in the training of their staff on social media skills as well as in the acquisition of technology infrastructure for the adoption of social media marketing. It is further recommended that MSMEs take the next step in digital use by creating measuring tools to enable them to measure the contribution of social media marketing to the growth of their businesses.
关键词：Social Media MarketingMSMEsTechnology Adoption
