Date of Conferral
6-4-2024
Date of Award
June 2024
Degree
Doctor of Business Administration (D.B.A.)
School
Business Administration
Advisor
Jill Murray
Abstract
Health and fitness business owners are challenged with using effective social media marketing strategies to grab the attention of their target audience and engage them versus viable competitors. Small business owners in the health and fitness industry are concerned about leveraging social media strategies to improve business goal achievement. Grounded in the social exchange theory, the purpose of this qualitative multiple case study was to explore strategies that small business owners use for effective social media marketing to increase customer engagement. Participants were three small business owners of health and fitness businesses within Saint Charles County, Missouri who used social media strategies to communicate and engage with potentially new and ongoing clients. Data were collected using semi-structured interviews and a review of the company’s marketing platforms, data analytics tools, and media postings. Through thematic analysis, three themes were identified: barriers, engagement, and key performance indicator impact on business. A key recommendation is for small business owners to craft audience-engaging content by establishing real-time connection and communication using two-way conversations. The implications for positive social change include the potential to amplify community advocacy and engagement for healthier communities.
Recommended Citation
Danhoff, Guy, "Social Media Marketing Strategies to Increase Revenue in the Health and Fitness Industry" (2024). Walden Dissertations and Doctoral Studies. 15896.
https://scholarworks.waldenu.edu/dissertations/15896
