A social media-based framework for marketing architectural design firms in Egypt during global economic downturn

PurposeThe global economic downturn has greatly impacted the construction industry and architectural design firms (ADFs). Social media, however, provides a strategic avenue to enhance the visibility and resilience of ADFs. This paper aims to develop a framework integrating social media as an innovative marketing approach for mitigating the impacts of the global economic downturn on ADFs in Egypt.Design/methodology/approachA qualitative and quantitative research approach was designed to accomplish four objectives. The literature review examined the global economic downturn and marketing ADFs. Three case studies investigated the role of social media in marketing ADFs during economic uncertainties. A survey questionnaire was conducted with a representative sample of ADFs to assess their perception and application of social media as a marketing approach. Based on the above, the research developed a framework integrating social media as a novel approach for marketing ADFs in Egypt to alleviate the impacts of the global economic downturn.FindingsThe research explored the causes and impacts of the global economic downturn, focusing on marketing strategies and the use of social media in promoting ADFs. Case studies demonstrated that ADFs that utilized social media effectively succeeded in navigating the economic downturn and enhancing market performance, reputation and profitability. Data analysis highlighted “generating leads” as the top marketing strategy, followed by “attracting potential clients.” “Instagram” emerged as the most widely used platform, with “analytics and reporting” identified as the most impactful tool. However, “limited resources” was recognized as the primary challenge in implementing successful social media marketing for ADFs in Egypt.Practical implicationsThis research developed a practical framework to navigate the impacts of the global economic downturn on ADFs in Egypt based on the findings of a literature review, case studies and a survey questionnaire. The framework practically detailed the objectives of the framework’s functions, activities, tools and techniques, involved personnel, needed resources and implementation mechanisms.Originality/valueThe research examined the causes and impacts of the global economic downturn, with a focus on how ADFs in Egypt use social media as a marketing tool and identified the implementation challenges. The study, which fills a gap in construction literature, developed a framework to help ADFs mitigate the global economic downturn effects. The framework offers a practical solution to improve the resilience and marketing of ADFs in Egypt by providing new insights into the architecture and construction sectors and adding significant value to existing knowledge.