ADOPTION OF ELECTRONIC MARKETING TOOLS BY CONSTRUCTION CONSULTANTS IN EDO STATE

ABSTRACT

The research is centered on examining the extent to which electronic marketing tools are embraced by construction consultants in Edo State. It introduces various electronic marketing tools, such as Facebook, WhatsApp, email, Pinterest, Google+, and others. It assesses the awareness levels, usage frequency, barriers to adoption, and the correlation between these tools and firm performance. Data was collected via questionnaires from construction professionals in consultancy firms in Edo State. Mean item scores were utilized to analyze the first, second, and third objectives using Excel, while Spearman rank coefficient was employed for the fourth objective using the Statistical Package for Social Sciences (SPSS). Findings showed that WhatsApp, YouTube, and email were the most recognized and frequently used electronic marketing tools. Cost was identified as a major obstacle to adopting these tools. The fourth objective revealed that Facebook and WhatsApp have a positive impact on a firm's annual turnover. In an increasingly digital world, construction consultants must align with this trend by leveraging electronic tools for marketing. This study demonstrates that despite the unique nature of construction consultancy, electronic and digital marketing tools can be harnessed to achieve performance.