Date of Conferral

2022

Degree

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

School

Management

Advisor

Elisabeth Musil

Abstract

Despite the potential benefits of social media marketing (SMM) to improve customer relationships, some small business leaders lack SMM strategies to improve customer relationships. Small business leaders who fail to improve customer relationships may observe a decline in their customer base, leading to decreased profitability. Grounded in Berry’s relationship marketing theory, the purpose of this qualitative multiple case study was to explore SMM strategies small business leaders used to improve customer relationships. Data were collected via reviews of company documentation, participants’ social media pages, and online semistructured interviews with five small retail business leaders who used SMM strategies to improve customer relationships. Data analysis was conducted using thematic analysis and three major themes emerged: social media engagement strategy, target audience strategy, and social customer relationship management strategy. A key recommendation is for business owners to use social media platforms such as Facebook and Instagram to communicate, interact, and obtain feedback from customers. The implications for positive social change include the potential to increase employment opportunities and the standards of living in the community.

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