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Strategies to Integrate Social Media...

Andrews, Nicole F.

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Strategies to Integrate Social Media Into Business Operations.

Record Type:	Electronic resources : Monograph/item
Title/Author:	Strategies to Integrate Social Media Into Business Operations./
Author:	Andrews, Nicole F.
Published:	Ann Arbor : ProQuest Dissertations & Theses, : 2023,
Description:	183 p.
Notes:	Source: Dissertations Abstracts International, Volume: 85-03, Section: A.
Contained By:	Dissertations Abstracts International85-03A.
Subject:	Multimedia communications. -
Online resource:	https://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=30687394
ISBN:	9798380358118

Strategies to Integrate Social Media Into Business Operations.
Andrews, Nicole F.

Strategies to Integrate Social Media Into Business Operations. - Ann Arbor : ProQuest Dissertations & Theses, 2023 - 183 p.

Source: Dissertations Abstracts International, Volume: 85-03, Section: A.

Thesis (D.B.A.)--Walden University, 2023.

Small and medium-size enterprises (SMEs) are essential to the survival of the Bahamian economy, but only 21% of SMEs are integrating social media into their marketing operations. Some SMEs are not taking advantage of the financial benefits of effectively integrating social media into business operations to avoid financial failure. Grounded in Berry's relationship marketing theory, the purpose of this qualitative multiple-case study was to explore the strategies leaders of SMEs in the Bahamas use to effectively integrate social media into their business operations. The participants included six leaders of three SMEs in the Bahamas with successful experience using strategies to effectively integrate social media into their business operations. Data were collected from semistructured interviews and company documents. Thematic analysis of the data resulted in four themes: employee awareness of social media importance increased social media integration, presence of proper infrastructure and internet facilities increased social media integration, use of various social media platforms increased social media integration, and lack of a formal marketing plan limited social media integration. A key recommendation is for leaders of SMEs to ensure that proper infrastructure and stable internet facilities are available to assist in the integration of social media into business operations by installing fiber optic cabling or broadband and wireless interconnectivity. The implications for positive social change include the potential for SMEs to integrate social media into their marketing operations, leading to more tax revenues and jobs for communities.

ISBN: 9798380358118Subjects--Topical Terms:

590562
Multimedia communications.
Subjects--Index Terms:

Business operations

Strategies to Integrate Social Media Into Business Operations.
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245 1 0 $a Strategies to Integrate Social Media Into Business Operations.
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300 $a 183 p.
500 $a Source: Dissertations Abstracts International, Volume: 85-03, Section: A.
500 $a Advisor: Gaytan, Jorge.
502 $a Thesis (D.B.A.)--Walden University, 2023.
520 $a Small and medium-size enterprises (SMEs) are essential to the survival of the Bahamian economy, but only 21% of SMEs are integrating social media into their marketing operations. Some SMEs are not taking advantage of the financial benefits of effectively integrating social media into business operations to avoid financial failure. Grounded in Berry's relationship marketing theory, the purpose of this qualitative multiple-case study was to explore the strategies leaders of SMEs in the Bahamas use to effectively integrate social media into their business operations. The participants included six leaders of three SMEs in the Bahamas with successful experience using strategies to effectively integrate social media into their business operations. Data were collected from semistructured interviews and company documents. Thematic analysis of the data resulted in four themes: employee awareness of social media importance increased social media integration, presence of proper infrastructure and internet facilities increased social media integration, use of various social media platforms increased social media integration, and lack of a formal marketing plan limited social media integration. A key recommendation is for leaders of SMEs to ensure that proper infrastructure and stable internet facilities are available to assist in the integration of social media into business operations by installing fiber optic cabling or broadband and wireless interconnectivity. The implications for positive social change include the potential for SMEs to integrate social media into their marketing operations, leading to more tax revenues and jobs for communities.
590 $a School code: 0543.
650 4 $a Multimedia communications. $3 590562
653 $a Business operations
653 $a Digital marketing
653 $a Social media integration
653 $a Relationship marketing
653 $a Small and medium-size enterprises
653 $a Social media
690 $a 0310
690 $a 0429
690 $a 0338
690 $a 0558
710 2 $a Walden University. $b Business Administration. $3 2099452
773 0 $t Dissertations Abstracts International $g 85-03A.
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793 $a English
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