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Full-Text Articles in Marketing
An Exploration Of Rural Small Business Owners Experience With Internet Marketing, Veronica Monique Triplett
An Exploration Of Rural Small Business Owners Experience With Internet Marketing, Veronica Monique Triplett
Doctoral Dissertations and Projects
This qualitative case study explored how rural small business owners make decisions about using internet marketing as a strategy. To understand the small business owner’s experiences, this study uncovered relevant factors influencing the business owner’s during the decision-making process. The general problem to be addressed is the lack of internet marketing used by small business owners. The project focused on rural small business owners in Sumter and Marengo counties in Alabama, to gain their perspective on internet marketing, the impact that a failure to use internet marketing have on their businesses, and the specific factors that influence them not to …
Using Social Media To Enhance Customer Service: A Study Of Independent Day Spas In Phoenix, Arizona, Krista Fabrick
Using Social Media To Enhance Customer Service: A Study Of Independent Day Spas In Phoenix, Arizona, Krista Fabrick
Doctoral Dissertations and Projects
Social media customer service is becoming increasingly crucial for businesses, and many small businesses struggle in this area. This qualitative study explored how independent day spas use Facebook and Instagram for customer service and their effectiveness on these platforms. The participants included ten small, independent days spas in the Phoenix, Arizona, areas with ten or fewer employees, have less than $1,500,000 in annual revenue, and have a presence on Facebook and Instagram. Four common themes arose from this research. First, day spa owners/managers generally have at least a basic knowledge of Facebook and Instagram. Second, owners/managers are typically the ones …
Social Customer Relationship Management In Rural Commerce: A Study Of Small Businesses In Southern West Virginia, Timothy John Anderson
Social Customer Relationship Management In Rural Commerce: A Study Of Small Businesses In Southern West Virginia, Timothy John Anderson
Doctoral Dissertations and Projects
The limited-resource context in which small businesses operate impedes the ability of the proprietors of small businesses in implementing customer relationship management. Despite the availability of a more cost-effective alternative in the form of social customer relationship management, there is a failure to utilize the practice because of a lack of knowledge of the use of social media platforms for the purposes of customer relationship management. The purpose of this study was to explore the influence that the use of social customer relationship management has on the small businesses located in Southern West Virginia. The study used a qualitative research …
Is Utilization Of University-Sponsored Social Media Associated With Increased Social Integration And Retention Among Online Students?, Gary C. Eaton
Is Utilization Of University-Sponsored Social Media Associated With Increased Social Integration And Retention Among Online Students?, Gary C. Eaton
Doctoral Dissertations and Projects
Despite the growth of online higher education, online student retention remains a problem for many colleges and universities. The seminal higher education retention models developed for residential students also explain the contribution to retention resulting from connecting online students with other students, faculty, staff, and connecting with the daily life of the university in order to create a sense of belonging and community. The difficulty for the university is that online students may live at such distances from the school that participation in on-campus activities or even a singular campus visit is impractical. Further, online students are often non-traditional students …