Social and Behavioral Sciences Commons^™

Strategies To Integrate Social Media Into Business Operations, Nicole F. Andrews

Walden Dissertations and Doctoral Studies

AbstractSmall and medium-size enterprises (SMEs) are essential to the survival of the Bahamian economy, but only 21% of SMEs are integrating social media into their marketing operations. Some SMEs are not taking advantage of the financial benefits of effectively integrating social media into business operations to avoid financial failure. Grounded in Berry’s relationship marketing theory, the purpose of this qualitative multiple-case study was to explore the strategies leaders of SMEs in the Bahamas use to effectively integrate social media into their business operations. The participants included six leaders of three SMEs in the Bahamas with successful experience using strategies to …

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 …

Relationship Marketing And Intercollegiate Sport Promotion, Alison Fridley

Graduate Theses and Dissertations

The first article, a case study on a NCAA Division I Power Five university in the southeastern United States, employed a case study framework, explored target markets and exposure techniques through both the planned behavior theory and social identity theory theoretical lenses. This study aimed to better understand how university students and booster club members identify as a social group. The data emerged into four distinct themes, including communication, social interaction, connection, and hospitality. The findings suggested booster club members are primary fans and help the team generate fan interest. The importance of sociability was clear and the implications for …

Creative Innovation Online Relationship Marketing Islamic Fashion E-Commerce In Indonesia, Melly Maulin Purwaningwulan, Asep Suryana, Uud Wahyudin, Susanne Dida

Library Philosophy and Practice (e-journal)

This research aimed to in-depth analysis and provide solutions about the processes and forms of online relationship marketing e-commerce Islamic fashion. This study used qualitative approach with case study method. Evidence or data for research purposes came from documents, archival records, interviews, direct observation, participant observation, and physical devices. Data validity test conducted through several tests which included credibility, transferability, dependability, and confirmability test. Relationship marketing cannot be purely online, synergies between online and offline activities are needed to be more effective. Community has become the power of relationship marketing for Islamic fashion e-commerce in Indonesia. Programs conducted by community …

Relieving Library Anxiety: The Application Of Relationship Marketing To Libraries, Cynthia Schmidt, Joshua Waltman

Faculty Publications and Presentations

Library marketing has traditionally been transactionally focused. Our library has chosen to embrace a relationship marketing (RM) approach by focusing on long-term relationships rather than isolated interactions. With the prevalence of library anxiety, there is a need to look outside of library literature for best practices. While libraries and businesses define success differently, the approaches used to achieve success can be based on the same theoretical framework. RM has been documented to positively impact a business’ profits, and libraries can potentially adapt these approaches to achieve organizational goals. Our library has implemented this approach in four areas of focus: customer …

Relieving Library Anxiety: The Application Of Relationship Marketing To Libraries, Cynthia Schmidt, Joshua Waltman

Cynthia M. Schmidt

An Examination Of The Role Relationship Marketing Plays In The B2b Model Between Chinese Manufacturers And American Distributors, Ran An

Masters Theses

Relationship marketing has been a heated topic in the communication paradigm. The primary relationship is the one between a supplier or provider of goods or services and buyers and users of those goods or services. In order to facilitate it, other stakeholders in the network of relationships may have to be involved. This thesis examined the relationship between Chinese manufacturers and American distributors by a pilot qualitative study. Social exchange theory was used as a scope to analyze the relationship. Nine participants from both sides answered computer-mediated interview questions. Business ethics and worldviews are important factors that businessmen look for …