Dissertation/Thesis Abstract

Social Media Marketing Strategies Used by Small Retail Businesses
by Jordan, Rochelle S., D.B.A., Walden University, 2018, 122; 10975518
Abstract (Summary)

Developing effective social media marketing (SMM) strategies to engage customers is a challenge for business leaders. The purpose of this multiple case study was to explore the SMM strategies used by small business retailers to engage customers. The conceptual framework for this study was Rogers’s diffusion of innovations theory. Participants included 5 small business retailers who had been in business for at least 5 years, used effective SMM strategies to engage customers, and were located in the southwest region of the United States. Data were collected through semistructured, face-to-face interviews. Data analysis resulted in 3 emergent themes: (a) marketing strategies and platforms, (b) social media content, and (c) customer engagement and retention. Small business retailers might benefit from the findings of this study by understanding what other small business retailers consider the most beneficial social media platforms and strategies, what customers desire in social media content, and effective customer engagement and retention processes to create SMM strategies. The implications for positive social change could include providing small business retailers with SMM best practices and strategies to improve company sustainability and growth, generate employment, reduce local poverty, and enhance employees’ standards of living.

Indexing (document details)
Advisor: Malone, Timothy M.
Commitee: Hannon, John C., Savard, James F.
School: Walden University
Department: Management
School Location: United States -- Minnesota
Source: DAI-A 80/03(E), Dissertation Abstracts International
Subjects: Marketing, Communication
Keywords: Customer engagement, Small business, Social media, Social media marketing
Publication Number: 10975518
ISBN: 978-0-438-58765-6
Copyright © 2020 ProQuest LLC. All rights reserved. Terms and Conditions Privacy Policy Cookie Policy