The Impact of Social Media on Project Performance: AnApplication to Construction Projects in Riyadh Region

Abstract

The current study aimed to analyze the impact of using social media on four main axes in construction projects in the Riyadh region, namely: cost, time, quality, and customer satisfaction. The study relied on the descriptive analytical approach by analyzing the responses of the study sample consisting of (348) individuals from the administrative and functional cadres in (23) active construction projects in the Riyadh region, using Pearson’s correlation coefficient and linear regression analysis via the SPSS program. The results showed a statistically significant positive relationship between the use of social media in its dimensions and project performance on construction projects in the Riyadh region. The results indicated the presence of a direct, intrinsic correlation between social media sites and project performance when applied to construction projects in the Riyadh region, which confirms the role of these platforms in enhancing operational efficiency and job satisfaction. The study emphasized the importance of launching initiatives and programs aimed at increasing awareness of the importance of the vital role that social media platforms can play in raising the level of performance of construction projects, responding to the adoption of digital strategies by construction companies with a focus on project marketing and reputation management, training workers to use digital platforms efficiently to enhance communication with stakeholders, and benefiting from tools Artificial intelligence linked to communication platforms to analyze project data and anticipate challenges.