Date of Conferral
2021
Degree
Doctor of Business Administration (D.B.A.)
School
Business Administration
Advisor
Patsy A. Kasen
Abstract
The inability of small business owners to gain and retain customers adversely impacts a company’s customer base. Small business owners who fail to attract and retain a customer base risk financial failure. Grounded in Rogers’ diffusion of innovation theory, the purpose of this qualitative multiple case study was to explore social media strategies small business owners use to gain and retain customers. Participants were five small business owners in the New York City area who successfully used social media strategies to gain and retain customers. Data were collected from semistructured interviews, sales reports, social media, and public social media posts. Thematic analysis was used to analyze the data. Five themes emerged: use of popular social media platforms, consistency and timing of posts, quality of content, maintaining relationships through engagement, and gaining technical knowledge. Key recommendations for small business owners are to invest in social media marketing training and create a scheduling calendar for content and engagement with customers. The implications for positive social change include increased economic prosperity for citizens and local organizations within communities through partnerships, philanthropic efforts, and increased tax revenues.
Recommended Citation
McNeil, Brandy A., "Social Media Marketing Strategies to Gain and Retain Customers" (2021). Walden Dissertations and Doctoral Studies. 11007.
https://scholarworks.waldenu.edu/dissertations/11007
