Background: Digitalization has emerged as a key driver of circular construction, enhancing project efficiency, collaboration, and innovation across the construction value chain (Aghimien et al., 2018). Key Digital Technologies (DTs) such as Building Information Modeling (BIM), the Internet of Things (IoT), and Artificial Intelligence (AI) are essential in enabling more effective resource tracking, lifecycle management, and process optimization within the industry. (Ezeokoli et al., 2016; Adafin et al., 2021). However, the adoption of these DTs specifically within Nigeria’s construction sector remains limited. This is largely attributable to a confluence of factors, including prevailing economic constraints, weak government support, infrastructural deficits, low levels of digital literacy, insufficient training programs, and broader human-capital challenges (Moshood et al., 2020; Bello and Abdullahi, 2023; Bamgbose, Ogunbayo and Aigbavboa, 2024). While existing research acknowledges the transformative potential of DTs for circular construction, much of it often centers on identifying obstacles rather than exploring systemic enablers. As a result, discussions around how public and industry narratives influence adoption remain underdeveloped, leaving a significant gap.
Public discourse, critically influenced by socio-economic and environmental contexts, plays an indispensable role in shaping technology adoption across all sectors, including construction. Social media platforms, described by Fieseler and Fleck (2013) modern community infrastructures provide highly accessible avenues for such discourse, often surpassing the reach of traditional publications. However, despite their potential, these platforms are underutilized in facilitating dialogue around DT adoption and circularity within the construction domain (Willems and Alizadeh, 2015).
Aim: This study therefore addresses the identified gap by conducting a comparative analysis of narratives on DT adoption for circular construction in Nigeria, scraping data from both social media and construction company websites. The primary aim was to uncover prevailing themes, sentiments, and perspectives articulated across these distinct platforms. The study inquired into three core areas: the representation of DTs for circular construction on social media and company websites in Nigeria; the sentiments surrounding this discourse; and the contextual similarities and differences evident in the narratives exchanged across the two platforms.
Methodology: This study utilized a quantitative and comparative content analysis methodology, drawing data from both social media and construction company websites. The initial step involved compiling a comprehensive list of Nigerian construction companies, which was efficiently gathered using a browser extension and subsequently exported to an Excel spreadsheet. Each identified company's website was then meticulously reviewed for content related to DTs and circularity. However, recognizing the limited availability of dedicated blog sections on many sites, relevant textual posts were ultimately sourced from three particularly active websites. For the social media component, a total of 197 posts were scraped from Platform X (formerly Twitter) using targeted search terms. The collected data then underwent rigorous processing and analysis using Orange Data Miner software. Texts were initially imported as corpus and subjected to essential preprocessing steps, including tokenization, removal of stop-words, and lemmatization. To identify dominant themes within the dataset, word clouds were generated. Sentiment analysis was a crucial aspect of the study, conducted using two distinct models: the Ekman model, which identified six fundamental emotions, and the VADER model, which categorized sentiment polarity. The findings from this analysis were effectively visualized through box plots, heat maps, and linear projections, allowing for a thorough exploration of emotional trends and correlations within the data.
Results and Findings: The comparative analysis of thematic content derived from both social media (Platform X) and construction company websites unveiled distinct perspectives on digital transformation within circular construction. Across both platforms, shared foundational themes such as "construction," "projects," "infrastructure," and "sustainability" were consistently present, indicating a common understanding of the broader industry context. However, social media discourse demonstrated a broader emphasis on overarching DT terms, including "digital," "innovation," and "data," reflecting a more general engagement with the concept of digitalization. In contrast, company websites primarily utilized traditional industry terminology and conveyed a more explicit vision for industry progress, employing terms like "company," "estate," and "efficiency," which align with corporate objectives and operational improvements. Notably, specific DT tools (e.g., "AI," "BIM," "IoT") appeared with less frequency, particularly on social media, suggesting a more conceptual rather than tool-specific discussion among the public. Furthermore, social media conversations frequently referenced leadership, political dynamics, and economic challenges, thereby reflecting a wider spectrum of public concerns that extend beyond technical adoption.
Sentiment profiling, using the Ekman and VADER models, highlighted “joy” as a dominant emotion on both platforms indicating a general positive engagement with the topic. Social media discourse, while also displayed a notable presence of “fear” along with limited expression of “anger” and “sadness”, which suggested public apprehension, diverse viewpoints, and polarized opinions regarding feasibility, associated costs, and practical implementation challenges of DT in circular construction. Conversely, "Joy" overwhelmingly dominated the sentiments expressed on company website, with negative sentiments, including "fear," occurring minimally. This striking disparity indicated a largely positive, often controlled narrative from the industry. Such messaging seems strategically crafted to promote progress and appeal to stakeholders while downplaying potential drawbacks.
The heatmaps and linear projections confirmed these contrasts. Social media showed diverse emotional expressions, with scattered negative sentiment and clustered positive themes around DT’s potential. While website sentiment remained uniformly positive, with limited acknowledgement of challenges. This disparity highlights a communication gap: while the public expresses hope and skepticism, industry messaging remains polished and overly optimistic.
Conclusions and Recommendations: The study concluded that social media discourse serves as an effective conduit for capturing diverse sentiments regarding digital technology in circular construction, including enthusiasm for tools like IoT, BIM, and AI, alongside notable concerns about economic and regulatory barriers. Conversely, company websites primarily maintain positive, business-aligned narratives but often lack actionable strategies that explicitly link digital transformation to sustainability objectives. Despite these differences, both platforms reveal shared challenges, such as security and regulatory issues, indicating potential avenues for collaborative efforts. Therefore, there is need for more balanced, transparent industry communication that aligns with public sentiment to support DT adoption for circular construction in Nigeria as well as fostering open dialogue among stakeholders.
Limitations and Future Work: This study was limited by its narrow data scope, relying on a single social media platform and three company websites, and lacked direct stakeholder input. Future studies would expand on the data sources to include diverse textual materials and stakeholder interviews within the Nigerian construction industry.