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Full-Text Articles in Business
Marketing Strategies To Increase Sales In Small Family-Style Restaurant Businesses, Tammira Lucas
Marketing Strategies To Increase Sales In Small Family-Style Restaurant Businesses, Tammira Lucas
Walden Dissertations and Doctoral Studies
Small business owners understand the advantages of using social media as a marketing tool; however, some of these owners do not leverage social media marketing strategies to increase sales. Small business owners who fail to implement social media marketing strategies minimizes the potential to gain new customers; thus, negatively impacting sales. The purpose of this qualitative multiple case study was to explore social media marketing strategies used by five small family-style restaurants in Maryland. Berry's relationship marketing theory was the conceptual framework for this study. Data collection included semistructured interviews, documents pertaining to social media marketing strategies, and social media …
Social Media Marketing Among Small Retail Clothing Businesses, Irene Michel Abrons
Social Media Marketing Among Small Retail Clothing Businesses, Irene Michel Abrons
Walden Dissertations and Doctoral Studies
Social media marketing influences consumer trust in businesses, and trust accounts for about 37% of consumer purchasing decisions. The purpose of this multiple case study research was to identify the barriers to social media marketing that owners of small retail clothing businesses must overcome to be competitive. The conceptual framework was the technology acceptance model. Collected data consisted of company documents and semistructured interviews with 3 small retail clothing business owners in Chicago, Illinois, who had experience with social media marketing. Data analysis consisted of an open coding approach and member checking. The study revealed the small business owners who …
Strategies For Implementing Advertisements In The Green Industry, Ashley Deal Castle
Strategies For Implementing Advertisements In The Green Industry, Ashley Deal Castle
Walden Dissertations and Doctoral Studies
After a growth in sales of 30% from 2007 to 2010, green product market sales declined 2% from 2010 to 2014 in the United States. Business leaders need to incorporate sustainable business practices and use green messaging within advertisements and marketing campaigns to assure that present needs do not compromise the ability of future generations to meet their needs. This qualitative case study explored marketing strategies that business leaders in the green advertising industry use to increase the sale of green products. The social cognitive theory was the conceptual framework used in this study. In-depth interviews with 5 purposively selected …
Marketing Strategies Restaurant Leaders Use To Develop Their Customer Base, Carrie Weinreich
Marketing Strategies Restaurant Leaders Use To Develop Their Customer Base, Carrie Weinreich
Walden Dissertations and Doctoral Studies
Surviving past the first year of operation is a growing concern for independent, full-service restaurants. Some restaurant leaders lack the marketing strategies necessary to develop a loyal customer base and survive beyond the first year of operation. The purpose of this multiple case study was to explore the marketing strategies that independent, family-oriented, full-service restaurant leaders located in the Pittsburgh, PA, metro area in business for at least 5 years have used to develop their customer base during the first year of operation. This study was guided by the 7Ps of marketing theory, which emphasizes how people, including customers and …
Social Media Marketing Strategies To Engage Generation Y Consumers, Christopher Tingley
Social Media Marketing Strategies To Engage Generation Y Consumers, Christopher Tingley
Walden Dissertations and Doctoral Studies
Consumers of the Generation Y cohort, also referred to as Millennials, include approximately 75 million Americans who have significant purchasing power. These consumers access social media on a daily basis, but they often ignore advertisements that are targeted to them. Previous studies on social media marketing to Generation Y consumers have focused on consumer input but lacked data from marketing professionals. The purpose of this phenomenological study of social media marketers in the United States was to determine successful strategies to engage Generation Y on social media. The study's conceptual framework was attitude toward the ad. The data were gathered …