Title

Marketing strategies to increase sales in small family-style restaurant businesses

Document Type

Article

Publication Date

2019

Originally Published In

The Journal of Social Media in Society

Volume Number

8

Issue Number

1

Abstract

Small business owners understand the advantages of using social media as a marketing tool; however, some owners do not leverage social media marketing strategies to increase sales. Small business owners who fail to implement social media marketing strategies minimize the potential to gain new customers; thus, negatively impacting sales. The purpose of this qualitative multiple case study was to explore social media marketing strategies used by five small family-style restaurants in Maryland. Berry’s relationship marketing theory was the t framework for this study. Data collection included semistructured interviews, documents pertaining to social media marketing strategies, and social media pages and websites from the participating restaurants. Key themes that emerged were (a) social media platforms small family-style restaurant owners use that were most effective in increasing sales, (b) employees’ response to social media marketing strategies small family-style restaurant owners use to increase sales, and (c) relationship marketing. By increasing sales, the demand for employment may increase which can have a direct impact on decreasing the unemployment rate within the United States, particularly in the state of Maryland.

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