Date of Conferral

2023

Degree

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

School

Business Administration

Advisor

Theresa Neal

Abstract

Accounting firm managers who fail to use social media marketing strategies effectively may lose market share for their firms and struggle as viable competitors. Business leaders are concerned with how managers at small businesses can use social media marketing strategies to increase sales. Grounded in relationship marketing theory, the purpose of this qualitative single case study was to explore social media marketing strategies accounting firm managers use to increase sales. The participants were three accounting managers at a small accounting firm in southeastern Massachusetts who used social media to communicate and connect with potential and ongoing clients. Data were collected using semistructured interviews and a review of the company's social media marketing platforms, media postings, training seminar documentation, and e-books. Through thematic analysis, eight themes were identified: (a) establishing authority, (b) educating, (c) gaining consumer trust and loyalty, (d) building the brand, (e) increasing engagement, (f) managing limitations imposed by the sector, (g) generating warm leads for sales, and (h) making a meaningful connection. A key recommendation is for accounting firm managers to use social media marketing strategies to establish expert authority, which elicits customer loyalty. The implications for positive social change included the potential for accounting firm managers to use social media marketing strategies to help users gain improved financial literacy in accounting and tax practices, which contribute to the financial safety of the community.

Download

Share

 
COinS