ABSTRACT
This study investigates the influence of social media promotion on the patronage of quantity surveying services in Edo State. Four key objectives were explored: identifying social media platforms utilized for promotion, analysing promotional strategies used, assessing patronage levels of different services offered, and determining the relationship between promotion strategies and patronage of services. Data were collected from quantity surveying professionals through a survey questionnaire and analysed using descriptive and inferential statistics. The research identified WhatsApp and Facebook as the most frequently used social media platforms for promotion, followed by Instagram, LinkedIn, and Twitter. Widely adopted promotional strategies included professional networking, project showcasing, sharing visual content, leveraging client testimonials, and establishing collaborative partnerships. These strategies reflect common strategies used by quantity surveyors to enhance their online visibility and attract clients. In terms of service patronage, the study found that the preparation of bills of quantities and contractual documents received the highest demand from clients. Other highly patronized services included construction consultancy, project management, cost planning, and financial analysis. Areas such as expert witness advice and resource programming experienced comparatively lower patronage levels. The analysis revealed strong positive correlations between professional networking strategies and services like cost planning, investment risk analysis, claims consultancy, and value engineering. Additionally, industry news sharing showed positive correlations with expert witness services, resource programming, and contract administration. The findings emphasize the importance of utilizing professional networking and project visibility on social media to attract new business opportunities. The research also highlights the potential for growth in areas such as value engineering and investment risk analysis within the quantity surveying profession. Recommendations include maintaining an active presence on WhatsApp and Facebook, utilizing visual content and project showcasing, and carefully aligning social media strategies with desired objectives and target audiences. Furthermore, continuous adaptation to evolving digital marketing trends and exploration of emerging social media platforms are advised to remain competitive in the industry. Keywords: Correlation Analysis, Professional Networking, Project Showcasing, Quantity Surveying Services, Social Media Promotion
