Date of Conferral
2021
Degree
Doctor of Business Administration (D.B.A.)
School
Business Administration
Advisor
Michael Gottleib
Abstract
AbstractSocial media has transformed marketers' communication and engagement with consumers, yet the lack of social media marketing strategies hinders marketers’ effectiveness in increasing sales. Marketers who fail to increase sales are at a higher risk of business failure. Grounded in the relationship marketing theory, the purpose of this qualitative multicase study was to explore the strategies social media marketing managers use to engage digital consumers to increase sales. The participants comprised three marketing managers in South Carolina who effectively used social media marketing strategies to engage digital consumers and increase sales. Data were collected from semistructured interviews and a review of the company's social media marketing platforms, media postings, and published performance measurements. A thematic assessment revealed three significant themes: consumer awareness, social relationship management, and performance measurement. A key recommendation for social media marketers is to create brand awareness and foster trust and loyalty to increase sales. The implications for positive social change included the potential for social media marketers to promote business success, which contributes to the local economy and enhances the community to create a better place to live.
Recommended Citation
Carter, Teresa Rosanne, "Social Media Marketing Engagement Strategies to Increase Sales" (2021). Walden Dissertations and Doctoral Studies. 10482.
https://scholarworks.waldenu.edu/dissertations/10482
