Business Commons^™

Social Media Marketing Adoption Strategies: An Exploratory Multiple Case Study Of Landscape Industry Small Businesses, Crystal Lupo, Jason R. Stroman

Journal of Social, Behavioral, and Health Sciences

Despite research contending that marketing is a pivotal factor in small business success, many small business owners continue to underutilize low-cost marketing options available to them. Of these options, social media marketing is a useful tool to maintain competitiveness in the larger marketplace. However, the adoption of social media best practices in small business remains deficient. The landscape industry is a large and growing field with small businesses making up a large and growing share of the industry. Yet some landscape industry small business owners lack strategies to adopt innovative social media marketing strategies to help ensure business viability. This …