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@article{183508,
        author = {M.P. KUMARAN and KAVIN BALAJI.K.M},
        title = {Effective use of social media for marketing paving service},
        journal = {International Journal of Innovative Research in Technology},
        year = {2025},
        volume = {12},
        number = {3},
        pages = {2117-2121},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=183508},
        abstract = {The rapid growth of digital technology has transformed how businesses connect with their customers, with social media emerging as a powerful marketing tool. This research explores the effective use of social media platforms—such as Facebook, Instagram, Twitter, and LinkedIn—for promoting paving services. The study aims to identify the most impactful strategies for improving brand visibility, customer engagement, lead generation, and service promotion in the paving industry. It highlights the role of content marketing, customer feedback, targeted advertising, and analytics in crafting successful campaigns. Through a combination of qualitative and quantitative analysis, the research reveals that while many paving companies have a presence on social media, only those with strategic planning and consistent engagement realize measurable marketing success. Recommendations are offered to help paving service providers overcome common limitations such as lack of technical know-how, poor content planning, and limited budget, thus enabling them to fully leverage the potential of social media marketing.},
        keywords = {Social Media Marketing, Paving Services, Digital Advertising, Online Customer Engagement, Content Strategy, Brand Promotion, Lead Generation, Construction Industry Marketing, Social Media Analytics.},
        month = {August},
        }