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Examination of Social Media Marketing Strategies to Cultivate Small and Medium-Sized Enterprise Customer Bases.

Record Type:	Language materials, manuscript : Monograph/item
Title/Author:	Examination of Social Media Marketing Strategies to Cultivate Small and Medium-Sized Enterprise Customer Bases./
Author:	Henry, Nikeaira.
Description:	1 online resource (91 pages)
Notes:	Source: Dissertations Abstracts International, Volume: 85-07, Section: A.
Contained By:	Dissertations Abstracts International85-07A.
Subject:	Web studies. -
Online resource:	click for full text (PQDT)
ISBN:	9798381442175

Examination of Social Media Marketing Strategies to Cultivate Small and Medium-Sized Enterprise Customer Bases.
Henry, Nikeaira.

Examination of Social Media Marketing Strategies to Cultivate Small and Medium-Sized Enterprise Customer Bases. - 1 online resource (91 pages)

Source: Dissertations Abstracts International, Volume: 85-07, Section: A.

Thesis (D.B.A.)--Concordia University Chicago, 2023.

Includes bibliographical references

This qualitative case study examined social media marketing strategies to cultivate small and medium-sized enterprise customer bases by fellow small and medium-sized enterprises in the Unites States. Inclined that SME owners lack new marketing strategies to sustain the market and retain customers during an economic downturn. The study investigated the social media marketing strategies used by small and medium-sized enterprise owners to attract and retain customers. The research involved data analysis from six one-on-one interviews and publicly available documents. The results validated how small and medium-sized enterprises in the United States use influencers and hashtags, post consistently at specific time intervals, create a target audience, engage with followers, purchase ads, create relatable content, and partner with other brands. Small and medium-sized enterprises use these social media marketing strategies by paying influencers to display their products via their social media account, creating a word or phrase preceded by a hash mark to get views and likes on photos and videos, creating contests and starting live videos to engage followers, paying for ad packages via the social network so followers can see their advertisement on social media, creating content that draws potential customers to their business social media page, and reaching out to other brands with relatable products and working out deals to post with each other to gain followers from both businesses' social media pages. The findings also indicated the significance of awareness, interest, desire, and action when determining and executing social media marketing strategies. Suggestions for future studies include a quantitative study to measure the success of social media marketing strategies by customer feedback scores and reviews.

Electronic reproduction.
Ann Arbor, Mich. :
ProQuest,
2024

Mode of access: World Wide Web

ISBN: 9798381442175Subjects--Topical Terms:

1148502
Web studies.
Subjects--Index Terms:

Marketing strategiesIndex Terms--Genre/Form:

554714
Electronic books.

Examination of Social Media Marketing Strategies to Cultivate Small and Medium-Sized Enterprise Customer Bases.
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