Evaluating social media in architecture, engineering, construction and operation industry: a Nigerian perspective on applications and benefits

PurposeIn several developing contexts, the delivery of Architecture, Engineering Construction and Operation (AECO) projects continually grapples with issues such as fragmented communication, a lack of transparency, safety and risk management concerns. These problems result from the use of traditional construction practices and insufficient technology integration. Therefore, there is a pressing need to enhance communication, transparency and collaboration within construction projects in these countries through the improved utilization of innovative tools. Consequently, this study empirically assesses both the application areas and the benefits associated with the adoption of social media within the Nigerian construction industry.Design/methodology/approachThis study employed a quantitative research approach that utilized a structured questionnaire to collect responses from construction professionals. The respondents were selected using a combination of purposive and snowball sampling techniques, resulting in a 75% response rate. Data analysis included mean score value (MSV), standard deviations and normality testing (Shapiro-Wilk) to assess data characteristics. The Kruskal-Wallis H-test was used for further analysis due to the ordinal nature of the data.FindingsThe findings of this study indicate that social media can be effectively used in project management, communication, safety management, as well as marketing and branding of AECO projects. The most significant benefits of using social media in construction activities include building trust and credibility, enhancing crisis communication and improving project collaboration.Originality/valueThis study introduces a fresh perspective by showcasing the transformative potential of social media, traditionally viewed as a communication tool, in addressing complex issues in construction project delivery. Consequently, the findings of this study can offer a paradigm shift in the way construction professionals, policymakers and industry stakeholders perceive and harness the capabilities of social media.