Social Media Marketing Strategies: A Multiple Case Study of Landscape Industry Small Businesses in Alabama

Marketing research has indicated social media use as a pivotal factor in small business success. However, the adoption of social media best practices in small businesses remains deficient. This study incorporated a qualitative exploratory multiple case study design to explore how landscape industry small business owners use social media marketing strategies to improve business viability. Results indicated that successful marketing strategies incorporated service, education, and holiday content utilizing Facebook as a primary social media tool. Results of this study might benefit small businesses to improve their long-term viability through highlighting successful applications of social media marketing strategies.

Recommended Citation

Lupo, C. (2020, October 1-2). Social media marketing strategies: A multiple case study of landscape industry small businesses in Alabama [Poster presentation]. Walden University Research Conference 2020 (online). https://scholarworks.waldenu.edu/researchconference/2020/posters/46/