Date of Conferral



Doctor of Business Administration (D.B.A.)


Business Administration


Ronald Black


Some business leaders are not using social media to improve customer engagement resulting in a potential loss of profit. Ineffective social media marketing strategies can negatively impact customer engagement. Grounded in the networking, representation, engagement theory, the purpose of this qualitative multiple case study was to explore social media marketing strategies business leaders use to increase customer engagement. The participants comprised of six business leaders located in the northeast region of the United States who effectively used social media marketing strategies to increase customer engagement. Data were collected from semistructured interviews and analyzed using thematic analysis. Four themes emerged: marketing strategies used, platforms used for social media marketing, measurement of success, and key challenges and advantages of social media use. A key recommendation is for business leaders to create smart, innovative communication channels on all social platforms to maintain open communication and provide added value for their customer base. The implications for positive social change include the potential for business leaders to create jobs and improve economies in local communities.