Leveraging social media for trade construction contractors’ success: issues and measures from a qualitative perspective

Purpose Trade construction contractors (TCC) (domestic or nominated subcontractors) are key stakeholders engaged by the main contractors in construction activities. Social media platforms may be germane in promoting small- and medium-sized enterprises (SMEs) such as TCC. Studies regarding the role of social media platforms in TCC success are scarce in Nigeria. Therefore, the research investigates trade construction contractors’ success in leveraging social media platforms and the usage’s encumbrances. Design/methodology/approach This study adopted a qualitative research design using a virtual interview method to solicit data from 26 experts. A purposive sampling technique was utilised to engage selected participants in Lagos and Abuja, Nigeria. This study achieved saturation from the collected data, and a thematic analysis was adopted to analyse the data. Findings Findings show that embracing social media platforms by TCC practitioners will improve productivity and profitability. Also, findings reveal that financial constraints, high operation and implementation costs, lack of awareness, hesitation to adopt, unclear benefits, reluctance to deploy a new system and network issues are hindrances faced by trade construction contractors using social media platforms in Nigeria. The study suggested measures to mitigate these hindrances. Originality/value The findings stir new insights for TCC practitioners to embrace social media platforms better to reap their full benefits. The outcome would lead to TCC firms’ productivity and profitability.