Awareness and Adoption of Social Media Marketing Tools among Estate Surveying and Valuation Firms in Lagos State, Nigeria
DOI:
https://doi.org/10.11113/intrest.v19n2.410Keywords:
Social media, Marketing tools, Valuation firms, Lagos State, AwarenessAbstract
This study is borne out of the sole objective of investigating the awareness, adoption, and influencing factors related to the use of social media marketing tools among estate surveying and valuation firms in Lagos State. Over time, the increasing use of social media has raised concerns while also contributing significantly to the nation's economy. Despite these concerns, social media marketing has proven to be of immense benefit in today’s world. This study focuses on its impact on estate surveying and valuation firms in Lagos State, Nigeria. A survey was conducted among eighty-three (83) estate surveying and valuation firms in the state, with data analyzed using simple percentages and presented in tabular form. The findings revealed that all the firms and their clients actively use social media, with Facebook, WhatsApp, and Twitter being the most popular platforms among the firms. The study concluded by highlighting the growing role of social media in property marketing by estate firms in Lagos State, emphasizing its effectiveness in boosting visibility, sales, and customer loyalty. It also calls for updated practice codes to address challenges posed by unlicensed practitioners and promote sustainable growth in the digital era.
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