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Full-Text Articles in Business
Social Media Marketing Strategies In Landscape Industry Small Businesses, Crystal Victoria Lupo
Social Media Marketing Strategies In Landscape Industry Small Businesses, Crystal Victoria Lupo
Walden Dissertations and Doctoral Studies
Almost 50% of small businesses close within 5 years in part because of inadequate marketing strategies. The purpose of this multiple case study was to explore how landscape industry small business owners have successfully used social media marketing to help ensure business viability. The population for this study was landscape industry small business owners in central Alabama, who have been successful in using social media marketing. The conceptual framework for the study included adoption theory to understand the successful implementation of social media as a marketing tool, and social exchange theory to explain how social behavior results from the exchange …
Social Media Marketing Strategies Used By Small Retail Businesses, Rochelle Shivon Jordan
Social Media Marketing Strategies Used By Small Retail Businesses, Rochelle Shivon Jordan
Walden Dissertations and Doctoral Studies
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 …