Date of Conferral
2-28-2025
Degree
Doctor of Business Administration (D.B.A.)
School
Management
Advisor
Beverley Muhammad
Abstract
The lack of marketing strategies that engages multicultural consumers is a concern for marketing managers because it can adversely impact their business profitability and sustained market competitiveness. Grounded in identity management theory (IMT), this qualitative pragmatic inquiry was conducted to explore the marketing strategies that successful marketing managers use to engage multicultural consumers. The participants were six marketing managers from distinct companies in the southeastern United States who specialize in acquiring and engaging multicultural customers. Data were collected through semistructured interviews, analysis of public company documents, and a systematic review of secondary sources, including social media content and corporate websites. Through thematic analysis, five key themes were identified: (a) partnerships and feedback analysis, (b) cultural representation, (c) tailored messaging and strategies, (d) digital and social media use, and (e) trust building and community engagement. A key recommendation is for marketing managers to develop culturally sensitive marketing approaches that reflect and respect diverse cultural identities. Marketing managers and business owners can use these identified strategies to help build trust among their community partners and multicultural consumers and increase engagement with the multicultural communities they serve leading to positive social change.
Recommended Citation
Weck, Nazanin, "Marketing Strategies to Engage Multicultural Consumers" (2025). Walden Dissertations and Doctoral Studies. 17424.
https://scholarworks.waldenu.edu/dissertations/17424
