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Marketing Strategies: How Small Restaurant Businesses use Social Media
| Content Provider | Semantic Scholar |
|---|---|
| Author | Bennett, Tasheenia M. |
| Copyright Year | 2017 |
| Abstract | Marketing Strategies: How Small Restaurant Businesses use Social Media by Tasheenia M. Bennett ME, Western Carolina University, 2010 BS, Empire State College, 2008 Doctoral Study Submitted in Partial Fulfillment of the Requirements for the Degree of Doctor of Business Administration Walden University March 2017 Abstract Social media has changed the way businesses relate to their customers. Since the beginning of social media, traditional methods of communicating with customers have begun to decline. The purpose of this multicase study was to determine the strategies of 5 owners of small restaurant businesses in Western North Carolina who successfully used social media marketing for 1 year or more. Rogers’s diffusion of innovation theory was the conceptual 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. These data were analyzed following Yin’s 5-step analysis plan. The themes that emerged were social media platforms, word-of-mouth, and challenges implementing social media. Facebook, Yelp, and Instagram were the most used social media platforms. The participants implied that word-of-mouth has the potential to increase sales and to grow business. Challenges implementing social media included the ability to be consistent and actively engaged on the social media sites to allow business owners to respond quickly to negative posts made by customers. Small restaurant businesses can be successful if they develop and implement a social media presence, encourage customer feedback, and formulate a planSocial media has changed the way businesses relate to their customers. Since the beginning of social media, traditional methods of communicating with customers have begun to decline. The purpose of this multicase study was to determine the strategies of 5 owners of small restaurant businesses in Western North Carolina who successfully used social media marketing for 1 year or more. Rogers’s diffusion of innovation theory was the conceptual 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. These data were analyzed following Yin’s 5-step analysis plan. The themes that emerged were social media platforms, word-of-mouth, and challenges implementing social media. Facebook, Yelp, and Instagram were the most used social media platforms. The participants implied that word-of-mouth has the potential to increase sales and to grow business. Challenges implementing social media included the ability to be consistent and actively engaged on the social media sites to allow business owners to respond quickly to negative posts made by customers. Small restaurant businesses can be successful if they develop and implement a social media presence, encourage customer feedback, and formulate a plan to overcome obstacles and challenges that may arise with implementing social media marketing strategies. These findings contribute to positive social change by increasing the sustainability of small businesses in the community, which may drive economic development and improve community relations. Marketing Strategies: How Small Restaurant Businesses use Social Media by Tasheenia M. Bennett ME, Western Carolina University, 2010 BS, Empire State College, 2008 Doctoral Study Submitted in Partial Fulfillment of the Requirements for the Degree of Doctor of Business Administration Walden University March 2017 Dedication I dedicate this study to my family with love. Their continued support and encouragement made this journey possible. Acknowledgments I am grateful for my support system. Team Bennett: Bo, Saniya and Derick, thank you for believing in me. Thank you Dr. Gregory Banks and Dr. Patricia Fusch (Committee Chairpersons) for your feedback, guidance, and motivation throughout this process, Dr. Timothy Malone (Committee Member) for your insight and marketing expertise, and Dr. Richard Snyder (URR) for your contributions and feedback on my study. Above all, thanks to God for the blessings of strength and determination to pursue and earn a doctorate. |
| File Format | PDF HTM / HTML |
| Alternate Webpage(s) | https://scholarworks.waldenu.edu/cgi/viewcontent.cgi?article=4532&context=dissertations&httpsredir=1&referer= |
| Alternate Webpage(s) | https://scholarworks.waldenu.edu/cgi/viewcontent.cgi?article=4532&context=dissertations |
| Language | English |
| Access Restriction | Open |
| Content Type | Text |
| Resource Type | Article |
