Date of Conferral

2023

Degree

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

School

Business Administration

Advisor

Jorge A. Gaytan

Abstract

AbstractSmall and medium-size enterprises (SMEs) are essential to the survival of the Bahamian economy, but only 21% of SMEs are integrating social media into their marketing operations. Some SMEs are not taking advantage of the financial benefits of effectively integrating social media into business operations to avoid financial failure. Grounded in Berry’s relationship marketing theory, the purpose of this qualitative multiple-case study was to explore the strategies leaders of SMEs in the Bahamas use to effectively integrate social media into their business operations. The participants included six leaders of three SMEs in the Bahamas with successful experience using strategies to effectively integrate social media into their business operations. Data were collected from semistructured interviews and company documents. Thematic analysis of the data resulted in four themes: employee awareness of social media importance increased social media integration, presence of proper infrastructure and internet facilities increased social media integration, use of various social media platforms increased social media integration, and lack of a formal marketing plan limited social media integration. A key recommendation is for leaders of SMEs to ensure that proper infrastructure and stable internet facilities are available to assist in the integration of social media into business operations by installing fiber optic cabling or broadband and wireless interconnectivity. The implications for positive social change include the potential for SMEs to integrate social media into their marketing operations, leading to more tax revenues and jobs for communities.

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