Open Access. Powered by Scholars. Published by Universities.®
- Publication
- Publication Type
Articles 1 - 4 of 4
Full-Text Articles in Business
Social Media Marketing Strategies For Improving Customer Relationships, Candel Cuffie
Social Media Marketing Strategies For Improving Customer Relationships, Candel Cuffie
Walden Dissertations and Doctoral Studies
Despite the potential benefits of social media marketing (SMM) to improve customer relationships, some small business leaders lack SMM strategies to improve customer relationships. Small business leaders who fail to improve customer relationships may observe a decline in their customer base, leading to decreased profitability. Grounded in Berry’s relationship marketing theory, the purpose of this qualitative multiple case study was to explore SMM strategies small business leaders used to improve customer relationships. Data were collected via reviews of company documentation, participants’ social media pages, and online semistructured interviews with five small retail business leaders who used SMM strategies to improve …
Social Media Marketing Adoption Strategies: An Exploratory Multiple Case Study Of Landscape Industry Small Businesses, Crystal Lupo, Jason R. Stroman
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 …
Effective Marketing Strategies To Reach Mobile Users, Melissa R. Roy
Effective Marketing Strategies To Reach Mobile Users, Melissa R. Roy
Walden Dissertations and Doctoral Studies
Reaching users on mobile devices has never been more critical for retailers given the ubiquitous use of mobile devices. U.S. consumers who shop online are using personal computers less and mobile devices more when doing so. The purpose of this single case study was to explore mobile device marketing strategies used by retail marketing leaders to reach mobile users effectively. Rogers's diffusion of innovation theory provided the conceptual framework for the study. Participants included a purposeful sample of 8 marketing managers employed by a Fortune 1000 retail organization in the Pacific Northwest. Data collected via in-person, semistructured interviews and a …
Business Leaders Marketing To Bottom-Of-The-Pyramid Consumers In Nigeria, Chantell Ramaun Beaty
Business Leaders Marketing To Bottom-Of-The-Pyramid Consumers In Nigeria, Chantell Ramaun Beaty
Walden Dissertations and Doctoral Studies
Business leaders often leave more than half of the world's population the bottom of the pyramid (BOP), a $5-trillion market of potential consumers untapped for products and services on account of failing to see BOP markets as profitable for business, yet business leaders who have managed inclusive BOP marketing in Nigeria have experienced profit margins as high as 120%. The purpose of this multiple case study was to explore strategies of business leaders who market to BOP consumers in Nigeria and maintain a profit. The study population consisted of 3 business leaders in the Dallas and Fort Worth metropolitan area …