Social Media Marketing Engagement Strategies to Increase Sales

Social Media Marketing Engagement Strategies to

Increase Sales

Section 1: Foundation of the Study

Background of the Problem

Business leaders are looking beyond traditional marketing methods toward

technology-driven media for cost-effective and engaging communication opportunities

with consumers to build relationships and enhance sales (Tuten & Mintu-Wimsatt, 2018).

Social media provides business leaders strategic tools to reach consumers, to create brand

awareness, and to strengthen relationships with clients while enhancing buying behavior

(Oyza & Edwin, 2016). Social media includes various platforms such as Facebook,

Twitter, YouTube, Google, and LinkedIn, which allow users to interact and engage with

one another regularly (Sihi & Lawson, 2018). Consumers use social media to connect

with billions of people around the world to share experiences and opinions and to interact

with each other for many different purposes (Sihi & Lawson, 2018).

Social media channels provide marketers with opportunities to communicate in

real-time with consumers in ways that would not be possible through traditional media

methods (Tuten & Mintu-Wimsatt, 2018). Utilization of social platforms gives marketers

the potential to connect with billions of consumers daily, allowing businesses to reach

their target markets and engage with potential consumers more effectively (Tuten &

Mintu-Wimsatt, 2018). Although many business leaders use social media to reach their

target markets and attract potential consumers, not all have sufficient knowledge to assist

them in developing strategies to cultivate additional value for their organizations (Oyza &

Edwin, 2016). This qualitative multiple case study, included an exploration of strategies

social media marketers use to engage with digital consumers to increase sales.

Problem Statement

Poor communication hampers social media marketers (SMM) from reaching their

targeted consumers (Tuten & Mintu-Wimsatt, 2018). Conversely, Oyza and Edwin

(2016) found that from 2013-2015, SMM using social media as a strategic tool to actively

engage in social platforms increased their percentage of loyal customers from 65% to

72% and increased their sales from 43% to 50%. The general business problem was that

businesses that lack effective social media communications miss opportunities to increase

sales. The specific business problem was that some SMM lack strategies to engage digital

consumers to increase sales.

Purpose Statement

The purpose of this proposed qualitative multiple case study was to explore

strategies SMM use to engage digital consumers to increase sales. The targeted

population was marketing managers in three companies located in upstate South Carolina

who have successfully used social media engagement strategies with digital consumers to

increase sales. The results of this proposed study could lead to social change by engaging

and building relationships between businesses and consumers to increase trust and

loyalty. Increasing trust and loyalty may elevate the appreciation of the consumer

provider economy, leading to enlightened consumers.

Nature of the Study

The methods used in academic studies consist of quantitative, qualitative, and

mixed methods (Yin, 2018). Researchers use the qualitative method to explore the

thoughts, opinions, and experiences of individuals to understand what takes place, and,

how, and why a phenomenon occurs (Yin, 2018). Researchers use a quantitative approach

to test hypotheses and answer questions by analyzing statistical differences or

relationships (Yin, 2018). The mixed method approach is a blend of qualitative and

quantitative techniques to achieve a multifaceted view of a phenomenon (Thiele et al.,

2018). The intention of my study was not to explore relationships indicating causation or

difference; therefore, the quantitative and mixed methods were not appropriate. I selected

a qualitative method as my intention was to explore thoughts and opinions to understand

marketers’ strategies.

Researchers may choose from several designs when using a qualitative

methodology, including ethnography, phenomenology, and case study (Yin, 2018).

Researchers use ethnography to focus on the culture, beliefs, and lifeways of a culture

(Korstjens & Moser, 2017; Wallace, 2019). I opted against using ethnography because

the focus of my study was not on understanding the culture, beliefs, or lifeways of a

society. The phenomenological researcher explores the participants’ lived experiences to

understand a specific phenomenon (Flynn & Korcuska, 2018). I did not use the

phenomenology design as my purpose was not to explore lived experiences. Researchers

use a case study design to explore participants’ thoughts, feelings, and experiences of a

unique phenomenon (Guetterman & Fetters, 2018). According to Yin (2018), researchers

use multiple case studies to explore the differences between cases to replicate findings,

predict outcomes, and gain an in-depth understanding. I used the multiple case study

design to obtain SMM knowledge and strategies for engaging with digital consumers to

increase sales.

Research Question

What are the strategies social media marketers use to engage digital consumers to

increase sales?

Interview Questions

1. What social media engagement strategies have successfully led to an increase in

your sales with digital consumers?

2. How did you measure the success of social media engagement strategies that

increased sales with digital consumers?

3. What are some examples of content that supported social media engagement,

leading to increased sales with digital consumers?

4. What were the barriers to implementing social media engagement strategies that

increased sales with digital consumers?

5. How did you address the barriers to implement social media engagement

strategies that increased sales with digital consumers?

6. What social media platforms were most effective at social media engagement

strategies that led to increased sales with digital consumers?

7. What other additional information would you like to share about social media

engagement strategies that increased sales with digital consumers?

Conceptual Framework

I used relationship marketing as the primary conceptual framework for my study.

Berry (1983) explained relationship marketing in 1983 as an essential tool for marketing

leaders to attract, maintain, and enhance customer relationships. Given social media’s rise

as a paradigm in marketing, social media has become an essential relationship marketing

tool for marketing leaders as they expand into the social media technology era (Melancon

& Dalakas, 2017). The basic tenets of relationship marketing are (a) embracing

communications, (b) creating personal and meaningful experiences, and (c) building

long-term and profitable relationships with consumers (Berry, 1983). Social media

marketers may use relationship marketing as a framework to build trust and loyalty

between consumers to enhance engagement and increase sales (Berry, 1983). Berry

believed that trust and loyalty were products of consumer control in choosing alternative

products or services and engaging and building relationships with consumers. Therefore,

relationship marketing was an appropriate conceptual framework as a lens through which

to explore the engagement strategies that SMM can use to communicate, engage, and

interact with digital consumers to increase sales.

Operational Definitions

Consumer loyalty: Consumer loyalty is when consumers make repetitious

purchases of a specific product or brand as the need or desire arises (Ramli et al., 2017).

Internet marketing: Internet marketing is promotional tactics via the internet to

gain exposure to consumers and to enhance buying behaviors (Soule et al., 2019).

Real-time: Real-time consists of optimal engagement using electronic devices to

communicate instantaneously (Martin et al., 2015).

Relationship marketing: Relationship marketing is attracting, maintaining, and

enhancing the relationship between consumers and companies, frequently through brand

loyalty (Jones et al., 2018).

Social media engagement: Social media engagement encompasses consumers

directly responding or sharing with other consumers to endorse a product and facilitate

brand awareness (Li & Xie, 2019).

Social media marketers: Social media marketers use social media platforms to

communicate brand knowledge and the benefits of purchasing products with consumers

(Sihi & Lawson, 2018).

Social media marketing: Social media marketing is an internet-related technology

that has evolved since the early 2000s to keep consumers connected via the internet

(Venciute, 2018).

Assumptions, Limitations, and Delimitations

Assumptions

According to Marti et al. (2019), assumptions are true statements that are not

verifiable. Lewis and Molyneux (2018) noted that researchers make assumptions based

on beliefs that will help to frame a proposed study and validate the reasoning for

conducting the research. Participant honesty is critical to obtaining accurate results. For

this study, I assumed that the candidates would provide candid and honest responses for

each interview question. I assumed that the participants understood the strategies of social

media marketing and represented the target population in the research. To mitigate this

assumption, I selected participants based on their primary role in the organizations, their

expertise in using social media to increase sales, and the breadth of their knowledge.

Limitations

The limitations of a study are outside the researcher’s control (Marti et al., 2019).

A limitation is the lack of consistently valid data, which may be due to the demographics

or segmentation of a population (Marti et al., 2019). The first limitation in this study was

the potentially biased feelings of participants concerning social media and their

encounters with marketers and other social media users. Second, there was the possibility

of limited transferability based on the amount of information obtained and the constraints

evident in researching specific contexts. Another limitation addressed the functional roles

of participants in the organization as they may not have been the primary parties

responsible for the business’s social media engagement. Last, participants may have

abstained from sharing information due to concerns about protecting proprietary

knowledge; therefore, the responses may be incomplete, misleading, and unsubstantial as

well as not pertinent to all social media marketing.

Delimitations

Delimitations are controllable factors that limit the scope and create the

boundaries for a study (Simon, 2011). Delimitations include the researcher's choice of

methodology used to conduct the study and the selected population (Sixto-Garcia, 2017).

To explore the thoughts, opinions, and experiences of respondents managing social

media, I selected a qualitative methodology. For this proposed study, I researched SMM

from three companies located in upstate South Carolina who have successfully used

social media engagement strategies with digital consumers to increase sales. Another

delimitation was the choice of participants based on their functional roles as marketing

managers that best aligned with the study purpose. The final delimitation was that my

focus was on three social media platforms the respondents used to promote the brand in

the marketplace, as not all media channels allow brand promotion. The scope of my study

involved SMM from at least three organizations on three social media platforms to

produce information that may contribute to social media marketers’ engaging with digital

consumers to increase sales.

Significance of the Study

Contribution to Business Practice

Business leaders face many challenges with online technology. Online technology

facilitates easy entry into markets by competitors. A flooded or robust market may blur a

unique product or service quality. Social media marketers can encourage engagement and

increase a product/service value by utilizing social media channels to enhance their

communications with the consumer (Oyza & Edwin, 2016). Consumers recognize social

media as a means of obtaining information related to products and making knowledgeable

purchasing decisions (Jiang et al., 2017). Social media marketers of an organization may

engage with consumers through social media platforms to communicate brand knowledge

and the benefits of purchasing products (Sihi & Lawson, 2018). Social media marketers

may benefit from this study by obtaining social media technology strategies to engage

with consumers, increase brand awareness, promote growth, and increase sales (Jiang et

al., 2017). The results of this study could enable businesses to use social media to

improve their communication skills and engage consumers while increasing sales.

Social Change Implications

The results of this proposed study might contribute to positive social change in

two dimensions. The first dimension is the enlightenment of SMM regarding engagement

with consumers. Improved communication skills acquired by SMM may enrich the digital

consumer’s purchase and decision-making experience. The second dimension is that

improved social media platforms could allow consumers to engage with organizations,

build relationships that foster trust and loyalty, and create customer satisfaction

(Melancon & Dalakas, 2018).

A Review of the Professional and Academic Literature

The purpose of this qualitative case study was to explore strategies SMM use to

engage digital consumers to increase sales. Researchers conduct literature reviews to

ensure a comprehensive review of information related to their topic, as well as to increase

credibility (Winchester & Salji, 2016). Furthermore, conducting a comprehensive

literature review provides an opportunity to identify new information and to develop new

ideas about a chosen topic (Fisch & Block, 2018). Researchers review the literature to

identify gaps in the literature and determine potential areas for future study.

The review begins with a detailed review of conceptual frameworks applicable to

this study, beginning with relationship marketing theory. A review of the TAM and DOI

theories follows. The next section consists of a discussion about competitive advantage as

it relates to this study, an examination of low-cost leadership, differentiation, network

effect, complexity, and proactive and reactive strategies. I follow with a discussion of

marketing evolution, to include production, sales, marketing, relationship marketing, and

social eras. The literature review continues with a discussion of social media marketing

strategies and concludes with a review of social media antecedents.

My literature review includes data accumulated from peer-review journals and

Walden University Library databases, including ABI/INFORM Complete, EBSCOhost,

ProQuest, and Sage Publications. I explored books and information located on social

media platforms, including Facebook, LinkedIn, Twitter, and Youtube. In the search, I

used keyword terms to focus my exploration: competitive advantage, customer

relationship management, relationship marketing, sales, social media engagement, social

media marketing theory, and social media strategies. Table 1 is a taxonomy of references

used in this study. Included in the literature review were 75 references (85%) published

between 2015 and 2020, 86 (98%) of which underwent peer-review.

Table 1

References Content

Reference type <5 Years >5 Years Totals

Peer-reviewed 73 13 86

Not peer-reviewed 2 0 2

Total 75 13 88

Review of the Conceptual Frameworks

The purpose of this qualitative multiple case study was to explore strategies SMM

use to engage digital consumers to increase sales. The goal within businesses, regardless

of type, is to develop customer relationships and enhance profitability. Businesses include

any firm, organization, or individual engaging in an entrepreneurial enterprise to create

value. Businesses seek value by managing the complexity of developing a profitable

framework to compete in a competitive environment (Onetti et al., 2012). Although

businesses may have different classifications, in all classifications, innovative

entrepreneurial enterprises maintain unique operational processes to support

competitiveness and value creation (Carland et al., 1995; Liu & Liang, 2015). As

technology has evolved, the innovation associated with conducting social media

marketing and fostering relationships with consumers has become a vital tool for

marketers to engage with consumers; building trust and loyalty toward a brand (Berry,

1983). Using shared experiences and opinions to demonstrate a cost-effective method to

gain a competitive advantage, marketers need to focus on building loyalty among existing

consumers to assist in reaching potential customers (Berry, 1983).

Relationship marketing theory, TAM, and DOI are applicable frameworks for a

study regarding the implementation of technology-based processes within businesses to

develop customer relationships and enhance profitability. Researchers can use several

conceptual frameworks to affirm acceptance and knowledge of technology as the critical

focus to adopt social media as a communication tool to reach a target market (Lim et al.,

2019). The crux of relationship marketing theory is the development of customer

relationships to elicit brand loyalty (Berry, 1983; Smiee et al., 2015). The theoretical

constructs of the TAM include the perceived usefulness (PU) and perceived ease of use

(PEOU) of technology as predictors of user acceptance (Davis, 1989). The theory

underlying DOI involves and how and why new technology spreads (Rogers, 2003). The

following review covers relationship marketing theory, the TAM, and the DOI theory and

why they were appropriate conceptual frameworks for this study.

Relationship Marketing Theory

To maintain business sustainability, SMM must simultaneously maintain the

customer base and attract new customers. Relationship marketing includes attracting,

maintaining, and building customer relationships (Berry, 1983). The use of relationship

marketing provides marketers the opportunity to attract new consumers while maintaining

and enhancing the connection with existing consumers (Elbeltagi & Agag, 2016; Samiee

et al., 2015). Under relationship marketing theory, marketers desire to maintain a

successful relational exchange, building trust, and loyalty in the brand (Elbeltagi & Agag,

2016; Smiee et al., 2015). Intentional communication with consumers allows marketers to

understand the consumers’ needs and wishes and foster relational commitment.

Relational commitment is a highly desirable qualitative outcome of efforts to engage with

consumers (Payne & Frow, 2017). Marketers using relationship marketing focus on

managing relationships with existing customers to expand into new markets (Payne &

Frow, 2017). Social media use is one method marketers may use to develop relationships

with existing customers and expand their consumer base. The use of social media adds

value to relationship marketing by providing communication opportunities and

interaction with consumers in real-time. Communication and interaction can then help

companies bridge boundaries between functions and build communities. Marketers who

focus on social media engagement use critical activities and collaborative efforts to

interact with consumers, promote growth, and increase sales (Chirumalla et al., 2017).

Based on the data in Figure 2, 53% of the global marketing participants who completed a

marketing survey found social media marketing to be the most effective tactic for their

2018 digital marketing plan (Ascend2, 2019).

Relationship marketing remains the leading approach to attaining the marketing

goals to increase sales within an organization (Grönroos, 2015). Marketers use the four

Ps—product, price, place, and promotion—as a strategy to reach the target market and

build relationships with consumers (Grönroos, 2015). Consumers often rely on word-

ofmouth from other consumers to make their purchasing decisions, indicating that they

trust the purchase and product experiences of other consumers (Grönroos, 2015).

Maintaining a good relationship with existing consumers may assist businesses in

obtaining new consumers through exceptional customer experiences. The return on

investment and the effectiveness of real-time communications efforts to reach the target

market drive social media interest for marketers (Keegan & Rowley, 2017). Effective use

of social media facilitates a competitive advantage and maximizes the number of

consumer contacts while minimizing expenditures (Momany & Alshboul, 2016). The

benefits of social media as a form of relationship marketing can include increased

visibility and higher sales.

Figure 1

Most Effective Tactics Used in a Marketing Strategy

Note. Most Effective Tactics Used in a Marketing Strategy. From “Effectiveness Versus

Difficulty,” by Ascend2 and Research Partners, 2019, Strategies Tactics and Trends for

Marketing Resource Effectiveness: Survey Summary Report, p. 14

(https://ascend2.com/wp - content/uploads/2018/12/Ascend2 - Marketing -

Promise Theory in Relationship Marketing. Promise theory influences the

relationship marketing conceptual framework. Promise theory is the concept that

businesses make promises to consumers (Grönroos, 2017). Although not phrased

specifically as promises, businesses should consider adhering to performance

expectations and product quality as unspoken agreements with consumers. Businesses

should, therefore, strive to competently manage the promises they make to their

customers and ensure quality products that meet customer needs and expectations

(Siemieniako & Gębarowski, 2017). When businesses adhere to the promises they

indicate as inherent in their product, they can establish trust with consumers and

subsequently increase the longevity of their consumer relationship.

Service in Relationship Marketing. Inherent in relationship marketing is the

importance of providing adequate service to consumers. Berry’s (1983) development of

relationship marketing involved the provision of a service to consumers. Furthermore,

businesses solidify consumer relationships via the provision of adequate services

(Grönroos, 2017). To attain long-term relationships with consumers, under relationship

management theory, businesses must determine how to provide their services best to

ensure customer satisfaction and continue garnering new customers (Wang et al., 2018).

Businesses striving to increase sales via digital means are not exempt from developing a

service relationship with consumers, and strategies related to this concept applied to this

study.

Technology Acceptance Model

When Davis (1989) first introduced the TAM, he argued that theoretical

constructs related to perceived usefulness (PU) and perceived ease of use (PEOU)

determine a user’s acceptance of the technology. Davis hypothesized that PU and PEOU

were significant predictors for a user’s overall acceptance, and therefore, were the most

influential factors determining a user’s approval or rejection of technology. Among the

constructs, PU refers to the degree to which a user believes that a system is useful to

them, and PEOU measures user acceptance with the ease of use of technology.

Measuring PU and PEOU constructs occurred using six-item scales (Davis, 1989).

The six-item scale for PU included (a) accomplish tasks more quickly, (b) improve job

performance, (c) increase productivity, (d) enhance job effectiveness, (e) improve ease of

job performance, and (f) useful to job performance (Davis, 1989). The six-item scale for

PEOU included (a) easy to learn and operate, (b) easy to manipulate, (c) clear and

understandable interactions, (d) flexibility of interaction, (e) ability to become skillful,

and (f) easy to use (Davis, 1989). The design of Davis’ (1989) original study was to

measure the user’s acceptance based on their attitude, PU, PEOU, and subjective norms.

This six-item scale has since been applied to understanding the PU and PEOU of new

technology. The study showed that the PU variable was a vital predictor for a user’s

acceptance and use of a technology (Davis, 1989). Perceived usefulness is a critical factor

in technology adoption (Davis, 1989). The study also revealed that PU had a more

significant influence on usage than the PEOU construct (Davis, 1989). These results align

with research as users are more likely to choose a technology-based on their perception of

how the technology may benefit them rather than how easy it is to use (Davis et al.,

2018). This does not negate the PEOU construct, as the more comfortable a system is to

use, the more likely a user is to continue using it (Davis et al., 2018). The importance of

PU and PEOU applies to social media marketing as individuals are more likely to

purchase products via online tools when it is both easy to use and useful. As such, the PU

and PEOU were appropriate for determining how to increase the use of social media

marketing strategies.

Researchers may also use the TAM to determine the PU and PEOU of an

innovation. For example, Wu and Chen (2017) used the TAM to measure the acceptance

of a user based on their experience and inexperience with technology. Study results

showed that user acceptance with technology is higher in experienced technology users

than inexperienced users, indicating that similar discrepancies in user acceptance may be

prevalent among online marketers (Wu & Chen, 2017). Therefore, an online marketer’s

level of experience with technology may influence their acceptance of online selling. To

ensure adequate use of social media marketing tools, one strategy business leaders who

desire to increase social media marketing could use to employ SMM adept at using social

media.

Diffusion of Innovation

Researchers have used Rogers’ (2003) DOI theory and the outline of the adoption

of new ideas and innovations to explore technological, social media strategies marketers

use to engage with consumers and increase revenues. A plethora of studies has suggested

that marketers who use the internet as part of their selling experiences benefit from

engagement with others in an online buying environment in which technology and

innovative approaches hold value (Bakri, 2017; Chiang et al., 2019; Chou & Hsu, 2016;

Quesenberry, 2019; Soule et al., 2019). The benefits of engagement with consumers in an

online environment make it essential that marketers feel they have the power to make

decisions concerning how they innovate and provide services.

Decision making takes place when an individual either decides to adopt or not

adopt an innovation. The stages outlined within the DOI theory of deciding to adopt an

innovation include: (a) acquiring knowledge, (b) persuasion, (c) making decisions, (d)

implementation, and (e) confirmation of methods of technology use (Blank, 2020).

Knowledge refers to awareness of innovation, as well as additional information on the

method in which it functions (Rogers, 2003). During the persuasive part of the process,

an individual is attempting to explore favorability or lack thereof, relevant to innovation

(Rogers, 2003). In the implementation part of the decision process, an adopter begins trial

use of the innovation (Rogers, 2003). The last part of the process is confirmation. During

the confirmation stage, an individual makes a conscious decision whether to continue the

use of the innovation or decide against further use based on experience (Rogers, 2003).

This process does not require a set amount of time and may take several months for an

individual to decipher. Networking with individuals with strong community ties can

change the course of how new technologies become used, as well as how older and

existing technologies can serve an industry in new ways (Rogers, 2003). The tenets of the

DOI model regarding how innovation adoption occurs aligned with the purpose of this

study to explore the technological and social media strategies marketers use to engage

with consumers and increase revenues.

When applying the DOI to a study, it is advantageous for a researcher to

understand the theory components. The four main elements of DOI include: (a) passage

of time, (b) innovation, (c) communication (channels), and (d) a social system (Rogers,

2003). Rogers’s (2003) DOI theory has largely impacted social acceptance of the way

individuals use technology and lends to a discussion regarding online marketing. As the

first element involved in the DOI, the passage of time is a component that determines

relativity and aligns innovation adoption with adopter types (i.e., innovators, early

adopters, late adopters, and laggards). Time was relevant to this study, as the purpose was

to explore how SMM uses technology to engage with consumers and increase revenues,

which includes understanding types of adopters. Innovations rarely have instantaneous

adoption, which indicates that innovation adoption will occur over time (Rogers, 2003).

Understanding how the passage of time interacts with types of adopters may benefit

SMM as they determine the best methods for increasing their social media marketing

methods. Within the last decade, research has shown that online consuming is growing in

popularity (Momany & Alshboul, 2016). The element of time is vital in the context of

adopting behaviors associated with online consuming.

Marketers may use innovation as one method to address market needs and

increase sales. Innovation relevant to this study may involve internet use and social media

tools to inspire consumption. Additionally, innovation, broadly defined as the technology

that makes up the internet itself, includes the perception of ideas associated with

promoting the innovative technology used by social media marketers to engage with

consumers and increase revenues. Innovation becomes defined as a method, idea,

product, or technology assumed to address needs, meet new requirements, or offer

benefits or advantage to an individual or society (Blank, 2020). Marketers can use the

alignment of an innovation to social norms to assess the degree of comfort consumers

experience and identify whether innovation adoption is likely to occur (Rogers, 2003).

Consumers will likely adopt innovations that coincide and fit into social norms more

quickly than those that do not (Smith et al., 2018). However, the degree to which a new

technological innovation becomes embraced also depends on the type of adopter.

Types of Adopters. The DOI theory highlights five potential adopter types. The

possible examples of adopters include: (a) innovators, (b) early adopters, (c) early

majority adopters, (d) late majority adopters, and (e) laggards (Rogers, 2003). Early

majority adopters and late majority adopters form the highest point of a bell curve, and

both represent a 34% rate of adoption, laggards (the last to adopt innovations) represent

16% of the bell curve representation. The two lowest adopter rates included early

adapters at 13.5 % and innovators at 2.5%, illustrated in Figure 2 (Rogers, 2003). In

conjunction with the statistics shown in Figure 2, and in relation to Rogers’ (2003)

theory, fewer individuals take risks early on in adopting new technological processes

involved with consuming (Blank, 2020). To increase adoption within markets, it is

important to understand what strategies will be effective with the different types of

adopters.

Innovators, the first and rarest of adopters, are risk-takers who enjoy the newness

of innovation (Onetti et al., 2012). These are individuals who believe that experiencing

innovations is worth the potential risks. They are prominent players in diffusing

innovations and technologies. It is through these individuals that early adopters become

exposed to innovations via a network or social system (Onetti et al., 2012). According to

Rogers’s (2003) theory of adoption, early adopters jump-start the diffusion process as

they cause and promote expansion in innovation usage. Within the process, early adopters

can become viewed as agents of change (Blank, 2020). In general, these individuals are

optimistic and thus likely to use an innovation if they are aware of others’ success.

Figure 2

Diffusion of Innovations

Note: Blank, S. (2020). The four steps to the epiphany: Successful strategies for products

that win. John Wiley & Sons. Available in the public forum.

To ensure the diffusion of an innovation, innovators desire for all adopter types to

accept their innovation. While early adopters function as opinion leaders in the social

system, early majority adopters do not typically function in a leadership role; rather, they

form a link in the diffusion of an innovation between early adopters and late majority

adopters (Rogers, 2003). However, all five adopter types still contribute to the successful

diffusion of innovation (Rogers, 2003). Both early adopters and early majority adopters

look to the innovator’s experience and use this experience as support regarding

innovation acceptance. Late majority adopters have uncertainties regarding the use of

new technologies and ideas; however, they can still benefit from innovating (Rogers,

2003). Late majority adopters then are the group that requires support and guidance

regarding the acceptance of an innovation (Blank, 2020). Sometimes early and late

adopters also aid in DOI, and these individuals take on leadership roles as it is these

adopter groups that can cause critical mass and allow for the self-sustainability of

innovations (Onetti et al., 2012). Critical mass, a term borrowed from nuclear physics,

speaks to a chain reaction or a point of self-sufficiency in innovation (Onetti et al., 2012).

It is this critical mass that innovators of new technologies seek to acquire.

Rogers (2003) explained that within the five adopter types, laggards are the least

receptive and most resistant to change. Traditional is a word often associated with

laggards as they are less open to innovative change (Rogers, 2003). Laggards are the last

of a society of social systems to consider innovations. Though influential in their

decisions to abstain from innovations, this group of adopters is not usually comprised of

leaders.

Adopter Influence. Although there are strategies for reaching all types of

adopters, it is more important to reach certain adopters before concentrating on others.

For SMM to have successful online businesses by engaging with consumers and

increasing revenues, SMM should engage with innovators or early adopters to start up the

diffusion process (Rogers, 2003). However, this is an unlikely scenario if consumers who

are innovators and early adopters do not become entirely convinced of the value of social

media as a marketplace tool (Onetti et al., 2012). As seen in Figure 1, innovation diffuses

from left to right in a bell curve, indicating that it is impossible to skip to a new category

until a certain level of success takes place at a prior stage (Rogers, 2003). According to

Blank (2020), facilitating successful online marketing strategies entails knowing who the

customer is and what it is they intend to purchase. It is useful to recognize what type of

customer is the target, or it may be impossible to use innovative marketing strategies

correctly or effectively (Blank, 2020).

Consumers who are early adopters, and especially innovators, act as change

agents (Rogers, 2003). By being the first to implement a change in a social marketing

environment, SMM innovators and early adopters have a competitive advantage (Blank,

2020). The advantage may be from faster time to market, lower product costs, more

complete customer service, or another comparable business advantage. Innovators and

early adopters anticipate a fundamental discontinuity between the old and the new

manner of conducting business, and those with most success can push the limits of any

deep-rooted resistance (Blank, 2020). As such, early adoption can be critical to successful

implementation and increasing revenue.

Communication Channels. In the context of this study, innovation is an idea or

perception held by marketers who have access to communication channels.

Communication channels refer to the transmission of information and communication via

participants and how individuals share information to create understanding (Rogers,

2003). More specifically, a communication channel refers to an activity that includes both

seeking and processing information, resulting in individuals who understand and become

comfortable with an innovation (Rogers, 2003). Communication channels include the

components of at least one innovation, two or more individuals, and a means of

communication, such as interpersonal communication (Franceschinis et al., 2017).

The concept of social system outlines why specific populations are less likely to

adopt innovations (Rogers, 2003). Understanding social systems may aid in explaining

how marketers can use adoption rates of internet social media strategies to engage with

consumers and increase revenues. A marketer’s social system may provide insight into

their hesitation to adopt new ideas or technologies (Blank, 2020). A study designed to

explore marketers’ perceptions of social media strategies used to engage consumers and

increase revenues may provide innovative approaches to online marketing.

Societal Adoption of Innovations. Rogers (2003) developed the DOI theory to

explain and map out how society adopts innovations through interpersonal

communication systems. DOI theory aligns with the purpose of this study to explore

technological, social media strategies marketers use to engage with consumers and

increase revenues. However, adoption rates vary from one society to the next (Rogers,

2003). The process of adoption of innovation for societies differs, depending on the

perceived benefit, the way of life, and perception in general. The likelihood of consumer

adoption of innovative ideas and technology perceived as beneficial to the individual

increases if they align with societal norms (Smith et al., 2018). Innovations should

present individuals with some sort of advantages, such as socioeconomic status, location,

compatibility, observability, relative advantage, or complexity (Rogers, 2003). There are

multiple facets involved in securing consumer adoption of innovations and technologies.

Competitive Advantage

Porter (1998) identified competitive advantage as a guide for developing

strategies to increase firm performance and asserted that the critical component of success

or failure in business is overall competitiveness. According to Porter, a firm’s competitive

advantage relates to creating value for consumers while managing the costs necessary to

execute it. Additionally, in a global market, ensuring that employees have the necessary

knowledge and understanding of the company can also increase competitive advantage

(Attiq et al., 2017). Under competitive advantage, business leaders who consider

competitive strategies have established goals to maintain a profitable and sustainable

position within their industry (Porter, 1998). Educated employees can then serve to assist

organization leaders in attaining established goals. Online marketers can use competitive

advantage to evaluate whether their marketing decisions will result in long-term

sustainability for their business.

Competitive advantage aligns with the goals of marketers to maintain both

profitability and sustainability. For example, researchers applied the concept of

competitive advantage to a business’s marketing and export performance (Tan & Sousa,

2015). The findings supported the use of competitive advantage to understand

multichannel marketing strategies in online businesses (Tan & Sousa, 2015).

Furthermore, when developing a business strategy, online marketers should consider their

marketing resources as crucial components for increasing competitive advantage (Davcik

& Sharma, 2016). Multichannel online marketers should consider their marketing

resources when developing strategies to maintain a competitive advantage over online

retailers.

Low-Cost Leadership

Cost leadership is one strategy business leaders can use to achieve competitive

advantage. The use of a cost leadership strategy helps business leaders distinguish their

business or organization from other market competitors strictly on low price or cost of

their product or service (Porter, 1998). The low-cost leader develops a competitive

advantage initially to attract customers away from their competitors. The advantage

becomes short-term should the customer perceive the product or service’s quality as

subpar when comparing to competitors (Porter, 1998). In an online social marketing

setting, to develop a quality product, the marketer must acquire quality resources, which

is most beneficial when the production costs accompany early innovation (Blank, 2020).

In a low-cost leadership scenario, it is beneficial to establish product quality as well as

cost-effectiveness.

Differentiation

The differentiation strategy within competitive advantage relates to how

innovation differs from those offered by competitors. The concept of differentiation relies

on the basis that some aspect of the business or organization differs from other

competitors within the same industry (Porter, 1998). Companies that implement the

differentiation strategy strive to introduce quality and innovative products to the market

before potential competitors (Semuel et al., 2017). The competitive advantage established

through differentiation then provides a means for companies to achieve financial goals

(Widuri & Sutanto, 2019). Differentiation establishes a uniqueness that provides a

perception of value to customers. This uniqueness exists as products, services, or other

aspects contained within the value chain.

Network Effect

A third strategy business leaders can use to achieve a competitive advantage is the

network effect. The focus of the network effect strategy is to increase the use of a product

or service, as the increase in use will increase the value of the product or service, thus

creating desire or need in consumers to obtain the new product or service (Nagler, 2015).

A prime example of the network effect relevant to this study was social media, including

sites such as Facebook and Instagram. The prevalent use of social networking sites

provides marketers the opportunity to engage with consumers, thereby increasing the use

of a product or service (Dessart, 2017). Consumers identified as influential may benefit

from the network effect as the product or service becomes more prevalent, and market

competition increases. Benefits for influential consumers may take the form of reductions

in costs or incentives for continued product consumption (Fainmesser & Galeotti, 2016).

Business owners benefit from the network effect from knowing that potential additional

sales and revenues exist from an in-demand product (Nagler, 2015). However, although

they contribute, businesses do not drive the network effect phenomenon (Rong et al.,

2018). As such, consumers are the driving force of the network effect strategy.

Consumers drive network effects through their expectations of other consumers,

creating competition among the providers (Nagler, 2015). This competition becomes

tangible only when there are multiple avenues for the consumer to obtain the product

(Dessart, 2017). As with any innovative technological, marketers can benefit from social

media strategies used to engage consumers and increase revenues (Nagler, 2015).

However, Nagler (2015) indicated a diminished network effect when the market segments

resulting in smaller market shares competing for consumers.

Businesses strive to achieve competitive advantage positions within their

respective market to improve their financial situation (Porter, 1998). The advantage,

either through new products, product differentiation, service changes, or product pricing,

serve to increase revenue (Porter, 1998). In addition to products and pricing, changes in

marketing strategies affect the customers’ perceptions of product value, which increases

the desire for the product (Caldwell et al., 2015). Regardless of the action, increased sales

generate higher revenues for the business (Caldwell et al., 2015). The complex nature of

business creates a need for complex strategies to achieve a competitive advantage (Liu &

Liang, 2015). Successful businesses incorporate complex strategies in a way that

increases their competitive advantage.

Complexity Strategy

The complexity strategy explains the development of patterns and relationships

created through the nonlinear interactions of system components (Hartmanis & Stearns,

1965; Kauffman, 1996). Complexity strategy relates to how various components in

innovation are interrelated. Hartmanis and Stearns (1965) introduced complexity theory

in 1965 using computational modeling and focused on the difficulty of computing

numerical sequences. However, it was not until Kauffman (1996) examined the

interconnected relationships between members of a biological system that complexity

theory or complexity science evolved.

The base concept of complexity theory exists at a micro level, examining the

interactions between many individual components within the system (Kauffman, 1996).

The constant interactions or relationships among the components create patterns that

develop through adaptation to the chaotic environment (Kauffman, 1996). Although

limited to biological systems, as complexity science evolved, the application of

complexity theory to business environments occurred (Lowell, 2016). Businesses contain

individual components that together form complex systems, much like those found in

biological systems.

Given the complex structure of business systems, it is important that business

leaders develop strategies to ensure they make decisions that will support the

organization’s financial sustainability. Building a successful business relies on

forwardthinking and development and implementation of strategies that create a

competitive advantage within its respective industry (Porter, 1998). Implementing the

proper strategy hinges on the understanding of: (a) the organizational structures within a

firm, (b) the organizational culture developed within an organization, (c) the relationship

between leadership and corporate sustainability, (d) appropriate development and

measurement of performance indicators, (e) the qualifications and motivations of

employees, and (f) internal and external communication (Engert & Baumgartner, 2016).

The complexity components include the physical environment, business economics,

governmental organizations, people, and behavioral implications (Tong & Arvey, 2015).

Incorporating all components into organizational decisions will help business leaders

ensure they are considering all aspects of the complex business system.

The application of complexity theory in business substantiates the rise of

organization and patterns from chaos (Tong & Arvey, 2015). A transition to a stable

business environment results from the adaptive nature of people and firms (Tong &

Arvey, 2015). In addition, the stable framework exists due to constant system changes

(Tong & Arvey, 2015). Complexity exists at the process level or supply chain level

within the business framework (Turner et al., 2018). The supply chain’s relationship is

multidimensional and includes the upstream, downstream, and internal components,

which drive business complexity, and during times of chaos, higher levels of complexity

results in stability and increased performance (Turner et al., 2018). The complexity found

in sustaining a physical business location also applies to online businesses (De Jong &

Wu, 2018). It is important to consider the complexity of the systems involved in an online

business to maintain stability and ensure sustainability.

Under complexity theory, development and implementation occur with a focus on

increasing profits and targeting: (a) product development and improvement for

differentiation, (b) supply chain, logistics, and labor for cost reduction to lower product

cost, (c) product marketing for generating product interest and sales, and (d) competitor

acquisition to expand the customer base and reduce competition (Alonso-Almeida et al.,

2015; Banks et al., 2016; Molina-Azorín et al., 2015). The focus of these offensive or

proactive strategies is on pushing forward with innovation and market disruption by

rearranging the complex systems within an organization. In contrast to proactive

strategies, a defensive or reactive stance exists, where focus concentrates on maintaining

market position (Alonso-Almeida et al., 2015). A reactive approach buffers the highs and

lows in the market, where businesses continuously expand and contract to maintain

profitability and stability (Alonso-Almeida et al., 2015).

Proactive and Reactive Strategies

The goal for all businesses and organizations is to maintain financial stability and

develop strategies to sustain profitability for long-term sustainability (Molina-Azorín et

al., 2015). This goal exists within both the for-profit and nonprofit sectors. Businesses or

organizations within each sector provide goods or services, employ people, and

contribute to local and global economies. However, the strategies used to generate

revenue do not always provide long-term stability. Enhancing financial strategies become

categorized as either proactive or reactive strategies (Alonso-Almeida et al., 2015). The

focus of proactive strategies is on increasing revenue through expansion, innovation,

increased efficiencies, and cost reductions (Alonso-Almeida et al., 2015; Banks et al.,

2016; Molina-Azorín et al., 2015). Immediate downturns in market conditions do not

influence proactive strategies (Alonso-Almeida et al., 2015).

Proactive strategies ultimately center around achieving market leadership, which

dictates the development of strategies centered around core business functions, business

processes, organizational structures, and innovation (Alonso-Almeida et al., 2015).

Evaluation of core business functions or products maintains and/or expands profitable

products and services and reduces or eliminates inferior performing products or services

(Alonso-Almeida et al., 2015). A focus on core products improves quality and results in

cost reduction and increased productivity (Alonso-Almeida et al., 2015). For example,

SMM could use innovation as a proactive strategy to increase services and long-term

sustainability.

Realignment strategies flatten managerial structures and focus on employee

integration, which provides higher efficiencies while reducing costs (Alonso-Almeida et

al., 2015). In addition, an examination of internal processes, as well as external processes

(supply chain and logistics), leads to increased efficiencies (Liu & Liang, 2015). In all

areas of change, cost reduction occurs from process efficiencies, reduction in product

costs, and labor changes. Market expansion and product or service innovations generate

additional revenue streams by increasing the number of customers (Talib et al., 2016).

Since these changes manifest over more extended periods, business disruption becomes

minimized. Although proactive strategies may lead to a reduction in labor, business

leaders may strive to increase productivity, improve employee satisfaction, and increase

customer approval levels, all of which contribute to competitive advantage

(AlonsoAlmeida et al., 2015; Liu & Liang, 2015). In addition, the managing of

stakeholder influence becomes equally as important as other proactive strategies to

maintain longterm financial stability (Banks et al., 2016). Stakeholders look to realize

consistent gains from their investments. Managing the stakeholder relationship, ensuring

business competitiveness and profitability alleviates the potential for short-term, reactive

changes (Banks et al., 2016). Alleviating short-term, reactive changes provides more

opportunity for implementing proactive change.

In contrast, the use of reactive strategies occurs during quick fluctuations in

market conditions or when financial stress happens (Alonso-Almeida et al., 2015). These

strategies focus on maintaining the business’ market position or profitability. For

example, SMM reliance on already established social media channels during times of

economic downturn. The use of reactive strategies involves short-term implementation

and a concentration on cost reduction or cash generation (Alonso-Almeida et al., 2015).

Cost reductions include not offering pay increases or reduction in pay, as well as reducing

personnel. Lower inventory levels and reduction or elimination of services contribute to

cost reduction (Alonso-Almeida et al., 2015). An increase in cash occurs through

divestment of investments and business ventures, as well as the selling of assets (Alonso-

Almeida et al., 2015). Proactive strategies, rather than reactive strategies, achieve a

competitive advantage even though businesses and organizations realize cost reduction

from both proactive and reactive strategies (Alonso-Almeida et al., 2015). Unlike

proactive strategies, reactive strategies are disruptive to the business or organization.

Marketing Evolution

Marketing history began with the exchange of food and goods among families and

evolved to extend economic benefits to friends and local communities (Layton, 2015).

Marketing evolution increased the width and scope of social phenomena and embraced

the expansion of marketing systems theory by answering questions of when, how, and

why (Layton, 2015). By the early 20th century, businesses began applying sophisticated

marketing strategies (Jones & Shaw, 2018). Marketing began slowly but grew steadily

and progressed yearly, enhancing the engagement and communications among consumers

(Layton, 2015), becoming a strategic tool that would go beyond the selling process to

communicate with consumers and gain insight on preferences while sharing insights on

products and services (Liu & Liang, 2015). Marketing became defined as the expansion

of consumer activities to consummate exchanges and increase sales (Kotler & Armstrong,

2018). These changes shifted the importance of marketing to acquire goods necessary for

survival in gaining access to address the desires of consumers.

The evolution of marketing led to the establishment of two professional marketing

boards: the American Marketing Association (AMA) and the Chartered Institution of

Marketing (CIM). Each professional institution has a unique definition of marketing. The

AMA (2017) defined marketing as the process for creation, communication, and

exchange among consumers, partners, and society. The CIM (2017) expanded the

marketing definition to identifying, recognizing, anticipating, and meeting consumer

needs to increase profitability. Business success should begin with the evolution of

technology and embrace innovation to meet the needs of consumers and increase sales

(Baker, 2016).

Marketing has evolved diversely over the decades. Researchers identify the eras of

marketing history by the developments that occurred during those times: production,

sales, relationship, and social marketing (Keith, 1960). However, building relationships

and engaging in a one-to-one marketing process in the era of relationship marketing

began before trade industry commercialization (Edwards et al., 2020). The social era and

mobile marketing era have been revolutionary to the marketing industry (Lamberton &

Stephen, 2016). The production era’s central concept is the idea that functional products

will sell themselves (Keith, 1960). Although marketing history consists of distinct eras,

these eras contain similar elements.

Production Era

The production of new technologies is vital for maintaining consumer interest in a

brand. The production era lasted from the 1870s through the 1930s and focused on the

production of new technologies to meet consumer supply and demand (Fullerton, 1988).

The marketing concept addressed the business goal of increasing sales and remaining

competitive. Throughout the production era, demand outpaced supply, thereby limiting

consumer choices (Fullerton, 1988). Furthermore, there was little competition, and

marketing was not a priority because many products sold themselves in the absence of

competition (Fullerton, 1988). Marketing evolved in the 19th and 20th centuries through

the industrial revolution (Keith, 1960) the time in history when technology became

prevalent for innovation in the scientific and technological sectors to create engagement

and communication with consumers regarding their need for products (Edwards et al.,

2020). The evidence of marketing evolution is the development of technology and

innovations to communicate about and satisfy consumer needs, thus creating business

profitability (Edwards et al., 2020).

Sales Era

Competitive marketing results from a need to drive sales to increase revenue. The

sales era was a competitive era in which a focus on selling attracted businesses to

marketing, brand awareness, and sales to gain a competitive advantage in the market

(Boone & Kurtz, 2019). As the marketing movement progressed into its second era,

consumer and marketing intelligence became more prevalent and increased competition

(Keith, 1960). As the technology evolved, businesses pursued innovative ways to sell

their products and gain a competitive advantage (Schwarzkopf, 2015). As competition

increased, businesses sought to develop marketing objectives that would utilize

technology and drive production to enhance growth and increase sales (Schwarzkopf,

2015). Marketers learned that it was essential to understand consumer needs and provide

satisfaction if they were to keep pace with their competitors (Armstrong & Kotler, 2016).

A desire to understand and provide satisfaction to consumers indicated the importance of

understanding the influence of consumer personality to obtain a competitive advantage.

In a seminal study, Aaker (1999) explored the premise that the interaction of the

personality traits associated with a brand and those associated with an individual's

selfconcept influences attitudes. In competing theories, personality model advocates

proposed that an individual’s personality is the primary determinator of behavior, while

personality-versus-situation model advocates proposed that the situation influences

behavior. Aaker hypothesized that consumers prefer brands with personality traits that are

congruent, and that constitute self-schemas (self-congruity) elicited by situational cues

(situation congruity).

Attitudes toward brands highly descriptive on a personality dimension are more

favorable for schematic individuals versus a schematic on that personality dimension

(Aaker, 1999). In addition, attitudes toward brands highly descriptive on a specific

dimension of personality are more favorable when situational cues that elicit that

personality dimension are salient (Aaker, 1999). The insight gained from understanding

the malleable self-concept is helpful because it links self-congruity research with prior

research in personality and social psychology. The purpose of this study aligned, as an

exploration of consumers’ decision-making tendencies was beneficial to determining

social media strategies SMM can use to engage with consumers and increase revenues.

The research suggests that situational cues can influence behavior, which can be very

useful for marketers.

Nevertheless, consumers viewed the selling era as a time of increasingly

aggressive sales techniques. At the same time, marketers focused on the enhanced

engagement with consumers through communication and advertising to attract the

consumer to their products and services (Edwards et al., 2020). The strategy of

integration focused on consumer engagement and marketing efficiency to generate

awareness of products and their benefits (Edwards et al., 2020). A more proactive way to

gain consumer loyalty relied on a change in thinking from selling what the provider

wanted to sell to a view of selling what the consumer preferred to buy.

Marketing Era

In the marketing era, the consumer remained the driver of innovation, allowing

businesses to satisfy consumers to increase growth and profitability (Fullerton, 1988). A

focus on marketing spread throughout business industries (Keith, 1960). The marketing

concept began to emerge in the 1950s as marketers focused on the consumer's needs

(Boone & Kurtz, 2019). Business survival depended on gaining an understanding of

consumers’ thoughts and the benefits and reliability they expected from products (Kotler

& Armstrong, 2018). Business leaders identified the primary goal of marketing success as

the utilization of resources to target specific markets while adhering to consumer needs.

As the competitive market evolved, sellers gained an understanding of technology and

innovation to meet community needs and gain exposure in the marketplace (Kotler et al.,

2015).

Marketing in the Modern Marketplace. In the 1950s, fulfilling the consumers’

needs for products was a priority (Fullerton, 1988). Marketers sought out knowledge and

innovation to enhance their customer service and communication efforts to promote

growth and increase sales (Kotler & Armstrong, 2018). Following the lead of historical

marketing strategies, to gain a competitive advantage in the modern marketplace,

marketers should refrain from concentrating on the products to fill the warehouse but

rather rely heavily on consumer needs and purchasing habits (Kotler & Armstrong, 2018).

By focusing on consumers and their preferences, marketers can create and retain buying

behaviors.

Understanding how consumers construct buying decisions is essential in deciding

what research avenues and marketing strategies to pursue (Hamilton, 2016). A review of

consumer-based strategy articles effectively addressed consumer research and marketing

theory by understanding the effect that psychological distance has on the decision’s

consumers make (Hamilton, 2016). As individuals have varying perceptions on factors

related to making purchases, it is essential to have an awareness of these perceptions to

form the most effective methods that sellers and businesses can use in understanding the

needs of their buyers.

Marketing to the Digital Consumer. Recent developments in digital technology

have fundamentally changed consumer behavior (Belk, 2016). As a result, the concept of

the self has shifted (Layton, 2015). In the late 1990s, the self consisted of an inner self

core, as well as aggregate cores ranging from family to neighborhood to nation (Belk,

2016). The result of this confluence of ideas resulted in the emergence of an extended

self. The major categories of the extended self were the body, internal processes, ideas,

experiences, and things to which one feels attached. The digital phenomenon has changed

each of these concepts and needs updating to accommodate the changes (Belk, 2016).

Updating changes to concepts related to the extended self would assist businesses in

developing marketing practices geared toward the digital consumer.

The first concept related to the extended self that marketers should address is

dematerialization (Belk, 2016). In the digital age, words, dates, videos, and music are

primarily immaterial and invisible until individuals choose to access them. What was

once a private act of collecting information is now a group effort, with shared enthusiasm

spread across an imagined community (Wiggins, 2018). However, there is a question

regarding whether digital possessions have the same value as material possessions (Belk,

2016). Digital objects are not unique since data is replicable but still holds value because

when deleted people feel lost (Alonso-Almeida et al., 2015). Although digital goods are

almost as valuable as material goods, they are not quite the same (Belk, 2016). Digital

goods are easily replicable, thus reducing their uniqueness, while material goods,

although similar, each contain unique attributes, thereby increasing their value.

The second concept about the extended self to receive attention was

reembodiment (Belk, 2016). The internet has become a highly visual experience, and

users have the power to create an idealized version of themselves. With tools like

Photoshop, physical characteristics can become altered, and with online games, players

customize and control avatars. Players become attached to avatars in that while one is

managing a digital persona, one feels like they are that character (Belk, 2016; Kirk &

Swain, 2018). During play, the Proteus effect occurs, which states that controlling an

avatar in a digital world subtly changes the player’s characteristics in the real world

(Belk, 2016). Massive multiplayer online role-playing games, such as World of Warcraft

and Fortnite, provide opportunities for the development of such avatars. For example, if

someone controls a tall, strong character in World of Warcraft, they may be more likely

to start going to the gym and walking more confidently. An abundance of online role-

playing games might lead to a reduction in the singular core self since one can assume

and control any number of alternate online avatars with differing appearances and

personalities (Belk, 2016). The growing attachment to the digital self has implications for

marketing fostered through online relationships and the purchasing of online consumables

(Molesworth et al., 2016). Social media marketers can focus marketing strategies on

connecting products to consumables attached to the digital selves of consumers.

The third concept addressed regarding the extended self was sharing (Belk, 2016).

The internet is a cornucopia of free information, the sharing of which occurs

noncommercially (Belk, 2016). Belk (2016) asked the question: How does sharing

enhance our individual and aggregate senses of self? In the realm of social media, people

share private information on a broad scale. Sharing information online leads to

disinhibition, which leads to greater sharing and a society that becomes more compelled

to explore interior lives (Lutz et al., 2018). Sharing leads to self-revelation through

selfcrafting individual stories and presenting them to the world, and by putting

information out in the world, individuals lose control of what others choose to do with it

(Belk, 2016; Pera et al., 2016). However, sharing digital possessions and the aggregate

self fosters feelings of community inherent to the interactivity of the internet as a publicly

shared space, which opens the door to significant marketing opportunities (Belk, 2016).

Embracing the plethora of information consumers share via social media provides

marketing leaders the opportunity to advance their marketing strategies, thereby

increasing their competitive advantage.

Within the concept of the co-construction of self, it is important to acknowledge

that many interactions on the internet are social, which increasingly helps individuals

construct separate and joint extended selves (Belk, 2016). On social media, friends

reaffirm their sense of self through posting, tagging, and commenting. Such extended

back and forth of messages become a joint possession between people, which forms a

coherent sense of self within a group (Belk, 2016; Kovacheva & Lamberton, 2018). The

final point Belk addressed was the concept of distributed memory, asserting that the

digital world provides new sets of devices and technologies for recording memories and

questions whether human beings are outsourcing their memories to hard drives and search

engines. Under the concept of distributed memory, digital clutter becomes created

because there is simply so much more information available (Belk, 2016). However,

through data, fragments of memories work together to weave a coherent narrative

(Ahmadi & Wohn, 2018). Distributed digital memory also operates at the level of

collective memory and aggregate past (Belk, 2016). Online photos provide cues linking

individuals to memories constituting both individual and collective senses of the past.

Marketers may then use nostalgia and other links to memories as a marketing agent.

A result of the ability to manifest oneself as multiple online personalities may be that the

sense of core self falls apart (Belk, 2016). However, the illusion of a core self remains

strong and viable. The increased confessions in the digital age shifted previously

considered private information to public information. The quick feedback provided

through digital interactions can affirm or modify one’s sense of self, thus resulting in a

shared and co-constructed nature of the self. As technology advances, people are more

likely to turn to shared digital mementos than physical possessions, continuing to open

newer markets and consumables (Belk, 2016; Das, 2019). Therefore, marketing leaders

should continue to expand their strategies related to digital marketing.

Relationship Marketing Era

The relationship era began in the late 20th century, demonstrating the importance

of building relationships in the competitive environment (Tadajewski & Jones, 2016).

Business leaders who focused on building relationships with consumers generated a

community of loyal and trustworthy buyers who were loyal to a successful brand and

increased its sales (Tadajewski & Jones, 2016). The relationship era saw recognition of

branding and consumer loyalty. Furthermore, relationship building was essential to

increasing profitability, enhancing the brand reputation, and assuming a competitive

advantage in the market (Schwarzkopf, 2015). The result of the relationship-building

increased profit margin in comparison with competitors’ products (Schwarzkopf, 2015).

Subsequently, business leaders who focused their strategies on building relationships with

consumers found an increase in their competitive advantage.

Consumer relationships are a fundamental part of successful marketing.

Relationship marketing improves the relationships with consumers and partners, enabling

them to target and sell in different areas of the marketplace (Zhang et al., 2016). Social

theory aligns with relationship marketing and is the exchange of activities, either tangible

or intangible, among consumers to benefit themselves and to sustain their lifestyles

(Homans, 1961). Interactions among individuals validate the proposal that human needs

are satisfied by other humans (Homans, 1961). Social exchange theory is the supplying of

benefits that may lead to bonds among consumers based on reciprocity (Blau, 1964).

Expectations and fair exchanges among consumers build trust and loyalty that lead to

social associations. Such expectations may include consumer imposed time constraints

based on demand for products and services, which may result in business leaders’ social

reliance on consumers for advice (Blau, 1964). Distributive justice is the most enduring

theoretical contribution and demonstrates the principle that marketers should distribute

rewards in proportion to investment among consumers (Homans, 1961). Business leaders

must consider their most advantageous consumer relationships when developing a

marketing strategy.

Business leaders may choose to focus on reinforcement as a marketing strategy.

Used as a reward, reinforcement in marketing strategy increases the frequency of

behaviors in a consumer's social exchange (Homans, 1961). Utilizing online social

networks provides businesses opportunities to engage and communicate, building social

relations through a cost-effect method of marketing (Surma, 2016). Social exchange

theory involves interactions through online sharing of experiences and opinions

concerning products and services among consumers (Chou & Hsu, 2016). Consumers

may engage in reciprocity, intentionally sharing information with other consumers in the

social community. Social media enhances engagement opportunities, and improves the

performance of businesses, increasing social relations by amplifying the positive impact

on social customer relationship management capabilities (Wang & Kim, 2017). Through

the use of social media, business leaders can gain insight into consumers, which

marketing leaders can then use to develop stronger consumer relationships.

Customer Relationship. The development and rise of new processes and

technologies such as outsourcing, offshoring, open-source software, and wireless

technology transformed international business and national markets into a flat world or

leveled competitive environment (de Haas et al., 2020). The internet, in conjunction with

world flatteners, provides businesses and organizations more opportunities to compete in

a global environment (de Haas et al., 2020). However, as the internet and information

technology flattened global markets, face-to-face communication declined, which gave

rise to rethinking customer interaction and relationship building (de Haas et al., 2020).

Marketing leaders must consider technological means to continue interacting with and

developing relationships with consumers.

A customer relationship strategy focuses on the interaction between the customer

and the vendor to build bonds that will create value for the customer and, ultimately,

generate sales (Nenonen & Storbacka, 2016). This one-sided, customer-centric

perspective puts the burden on the supplier to build a relationship with the customer. The

marketing era enhanced the marketer's roles by utilizing a strategic approach to

innovation, technology, and production, along with competitive pricing and engagement

with consumers through proper channels (Keith, 1960). The enhanced role of marketers

thereby shifted the perspective from customer-centric to one that incorporates all facets of

the business.

Understanding Customer Needs. Between 1996 and 2004, there was a shift in

marketing that emphasized knowledge about customer needs to enhance profitability and

organizational resources. Kumar (2015) identified rapid change data technology and

social media interaction during that period as a way for researchers to examine customer

needs and respond accordingly. Implementing changes in data collection also allowed

companies to focus on the effective use of resources (Kumar, 2015). Having new systems

to track and manage data, known as content management systems, allowed marketing

professionals to improve the effectiveness of their marketing (Kumar, 2015). The result

was a deeper understanding of activities, such as what actions will be effective and how

customers behave (Kumar, 2015). A better understanding of the customer has resulted in

a customer-centric approach to marketing (Kumar, 2015).

The desire to better understand customers has led to changing perspectives about

approaching marketing from a business standpoint. This desire resulted in a more

integrated method toward marketing theory (Kumar, 2015). For example, the media is

more responsive to customers, by way of dynamic platforms, with which customers can

interact, such as in social media (Kumar, 2015). Thirty percent of online users were

active participants in the self-created online sharing of information among social

communities, creating social exchanges, and building relationships worldwide (Wang &

Kim, 2017). The use of social media enables consumers to interact and embrace their

empowerment to assume active roles in the cocreation of shared experiences. Using

social exchange theory, marketers identify the process of managing relationships and

expanding opportunities to engage through social interaction by utilizing a cost-effective

method (Surma, 2016). Building relationships with trust and loyalty is an asset because it

is more economical to retain consumers than acquire new prospects in the marketplace

(Melancon & Dalakas, 2018). Approaching marketing as a method for building

relationships provides opportunities for businesses to retain consumers and maintain a

competitive advantage.

All marketing relationships serve functions within the marketplace. Serving

society is a goal of marketing relationships that will change the boundaries and emerging

social perspectives for businesses in the marketplace (Liu, 2017). The organization’s

leaders should direct their marketing efforts toward internal and external consumers in

efforts to facilitate knowledge concerning the strategies of relationship marketing (Payne

& Frow, 2017). Internally, marketers and management could integrate marketing

strategies within the operations to respond to changes in the marketplace and enhance the

opportunities to meet the consumers’ needs (Kotler et al., 2015). Relationship marketing

builds trust and commitment with consumers, suppliers, and partners, adding to the

organization’s overall strategy to promote growth and increase sales (Brown et al., 2019).

Implementing relationship marketing strategies may increase a business’s profitability

and competitiveness in the marketplace.

Social Era

Since the 2000s, the internet has increased engagement of and building

relationships with consumers allowing sharing of information and displaying benefits of

products in the marketplace. The internet is a form of socialization for the consumer as

well as an essential tool for commercialization (Page et al., 2018). The activity of the

internet opened continuous communication for marketers through innovative technology

(Kabat-Zinn, 2016). Using the internet’s evolution, the growth of websites and social

engagement became a valuable tool for marketers and consumers. Through personal

internet and high-speed broadband connections, many social media platforms have

influenced the behavior of consumers across a variety of market settings (Lamberton &

Stephen, 2016). The possibilities of new marketing communication will change the

buyer-seller relationship through shared information and direct interactions of brands in

the market (Lamberton & Stephen, 2016). It is important that SMM focuses on internet

use to increase their marketing strategies.

Advances in digital marketing technology continue to increase methods for

reaching consumers. Utilizing digital marketing technology provides marketers the

opportunity to engage, educate, sell, and communicate effectively with the consumer in

real-time while gathering data to understand the consumer’s wants and needs (KabatZinn,

2016). Social networking sites have grown over the past decade, with Facebook being

more popular than Instagram, Twitter, and LinkedIn (Page et al., 2018). Chiang et al.

(2019) identified that 70% of consumers are active users of social media, with 65% using

social sites to seek information about products and services; 53% were advocates for the

brands complimenting through the engagement. These statistics indicate the engagement

and sharing of information on social media that promoted brand knowledge to increase

sales.

As technology evolves and social connections become prominent, businesses

should utilize the internet to engage, communicate, and promote their brand to remain

competitive and increase sales (Bakri, 2017). Social marketing is a prominent

engagement tool to effectively communicate and meet the consumer’s needs and achieve

personal sales goals utilizing social networks (Lee & Kotler, 2020). During the social

marketing era, businesses developed strategies to reach their target audience and produce

products and services that will satisfy the consumer needs in the competitive environment

through social media and mobile marketing platforms (John & Shyamala, 2019). The use

of social media and mobile marketing platforms has thus increased communication

avenues within the marketplace.

Communication platforms have expanded in importance throughout marketing

research. The social media platforms provide organizations with methods for reaching

their primary consumers (Valos et al., 2016). For example, Lamberton and Stephen

(2016) discussed digital and social media communications platforms in the article, “A

Thematic Exploration of Digital, Social Media, and Mobile Marketing: Research

Evolution from 2000 to 2015 and an Agenda for Future Inquiry.” In the article,

Lamberton and Stephen discussed changes and trends in technology as they pertain to

marketing. In addition to the technological portion, the authors discussed the discourse

surrounding the technological advancements in the field, as well as potential topics for

future research, including collective behavior, the regulation of privacy issues for the

digital consumer, online and offline crossover, and the development of mobile marketing

theory (Lamberton & Stephen, 2016). Continuing technological advancements and

suggested future research topics indicate that communication via digital and social media

platforms will likely continue to expand marketing opportunities for businesses.

Social Media Marketing Strategies

Consumers have power through participation, engagement, openness,

conversation, community, and connectedness on social media that facilitates an

opportunity for marketers to create strategies to meet their needs and increase profitability

(Nistor, 2019). The evolution of social media began rapidly and continually evolves,

leaving marketers striving to see the strategic forest for the social media trees

(Quesenberry, 2019). Businesses must seek a strategic plan for using social media as a

dominant force in marketing and advertising. Social media is the fastest-growing media

in history (Richardson et al., 2016). An estimated 27% of people in the United States now

spend time on social media sites while marketers invest 22% of marketing

communications to digital media, with the expectation that the numbers will increase as

technology evolves (Richardson et al., 2016). Increasing consumer satisfaction then

involves both eliciting feedback and taking action to resolve issues resulting in negative

consumer experiences.

A strategy to increase the results of social media engagement is educating

consumers on the benefits of participation and communication with another consumer to

gain knowledge of products and services (Paswan, 2018). Satisfied consumers become

valuable assets to marketers through word-of-mouth advertising. Marketers often

embrace social media as a strategic tool but struggle with addressing negativity from

consumers who are not satisfied with the products or services rendered (Melancon &

Dalakas, 2018). The fear of negative social media backlash can result in negative press

and lower prices of products. Marketers should facilitate a strategic plan to address all

comments, whether positive or negative, to ensure all consumers understand the

importance of customer satisfaction to the business (Melancon & Dalakas, 2018).

Negative word-of-mouth gives the consumer a dominant opinion in the social platform

providing influential and negative comments in real-time on though networking mediums

(Melancon & Dalakas, 2018). Marketers should consistently engage with consumers

requesting valuable feedback and encourage consumers to address their concerns and

submit suggestions to rectify the issue (Paswan, 2018). Increasing consumer satisfaction

then involves both eliciting feedback and taking action to resolve issues resulting in

negative consumer experiences.

Importance of Social Media Marketing

Leaders of traditionally established businesses may view the rise in social media

marketing as a threat to their current marketing strategies. However, to achieve success in

a 21st-century market, it is beneficial for business leaders to use real-time conversations

on social networks to understand the psychological, cultural, and emotional tendencies of

consumers and how these tendencies impact social media engagement (Zhang et al.,

2018). Businesses should follow the gaps in understanding the communication tendencies

of consumers to communicate effectively (Zhang et al., 2018). Social media is known as

a significant source of news exposure for consumers that seek purposeful information

about products and services (Ahmadi & Wohn, 2018). Incidental news exposure on social

media allows consumers accidental opportunities to create memorable experiences that

will drive purchase decisions and increase business sales (Ahmadi & Wohn, 2018). Social

media engagement is a primary communication strategy to identify trends, and statistics

on engagement across specific time frames to enhance the relationship between the

marketer and the consumer through social media marketing (Dolan et al., 2017).

Therefore, marketers need to consider the importance of developing social media

marketing strategies.

Social media has evolved into the mainstream media platform that keeps

consumers informed and up to date on the latest current events (Dolan et al., 2017). The

future direction of social media is reliant upon innovative technology and the needs of

consumers to stay engaged (Dolan et al., 2017). For instance, social media is an

affordable opportunity for businesses to engage with and garner the attention of

consumers (Dessart, 2017). As technology advances, knowledge regarding the consumer's

role in engaging with businesses through social media environments will increase

(Dessart, 2017). Businesses should transform the uncertainty of technology into trust and

loyalty toward the brand through communication and engagement (Zhang et al., 2018).

Consistent exposure to current events via social media could provide new ideas and

perspectives to consumers through expanded content and a willingness to consume the

information (Ahmadi & Wohn, 2018). Given the continued increase of social media as a

communication platform, businesses could benefit from developing their social media

marketing strategies to increase sales.

Summary

In this literature review, I explored previous research regarding applicable

conceptual frameworks. The primary framework involved relationship marketing theory

as a method for attracting and maintaining relationships with consumers. Secondary

frameworks included the TAM for understanding how acceptance of technology occurs

and the DOI for understanding how innovative technology-based tools become adopted

by users. I also discussed competitive advantage as a method for businesses to increase

and maintain profitability and sustainability. The use of low-cost leadership,

differentiation, and network effect indicated that excessive competition in market

segments reduces network effect, which supports the need for differentiation among

businesses using social media marketing to sustain a competitive advantage. Although

businesses may find they can achieve cost reduction using both proactive and reactive

strategies when developing strategies for SMM to engage digital consumers, the use of

proactive strategies may alleviate the need to implement short-term reactive strategies.

An exploration regarding the evolution of marketing resulted in a deeper understanding of

the importance of customer relationships for effective marketing, which spans multiple

marketing eras, thereby indicating the importance of the business-customer relationship.

Furthermore, SMM can use marketing strategies to engage the use of social media and

engage digital consumers to increase sales.

Transition

In Section 1, I identified a business problem regarding strategies that social media

marketers lack to engage in digital communication to increase sales. Section 1 included

the business problem, the purpose of the study, and the question behind the research to

create a foundation for the study. The literature review included discussion regarding

relationship marketing, the TAM, and the DOI as the conceptual frameworks of this

study. Based on the findings in the literature review, using social media, businesses can

build relationships with consumers and increase their competitive advantage. There was

also a discussion regarding the applicability of competitive advantage to this study, as

well as a review of marketing evolution.

In conclusion, the literature review included the critical analysis and synthesis of

sources and content to define the study’s intensity. Section 1 also included a detailed

literature review regarding social media marketing strategies and the importance of

educating consumers about the benefits of participating in social media marketing, as

well as how businesses can use social media marketing strategies to remain engaged in

communication to increase profitability. There was also a discussion regarding the

antecedents of social media as they relate to marketing.

In Section 2, I define the researcher's role and process for the selection of

participants utilizing an ethical manner through an in-depth research study to establish

valid and reliable data in this study. In Section 3, I include a presentation of findings,

professional practice, implications for social change, plus any further research

recommendations for the future, and a study conclusion.

Section 2: The Project

Section 2 provides an explanation of the methodology used to conduct this study

about the social media marketing strategies used by marketers to engage and

communicate with digital consumers to increase sales. Section 2 begins with a reiteration

of the purpose statement, a discussion regarding the role of the researcher, the

identification of strategies and criteria used for participant selection, a review of the

research method and design, and an explanation of the steps taken to adhere to the ethical

research standards. This section also includes an explanation of the data collection

method, as well as data organization and data analysis processes. Section 2 includes a

discussion of the steps taken to ensure the reliability and validity of the study and

concludes with a transition.

Purpose Statement

The purpose of this qualitative multiple case study was to explore strategies SMM

use to engage digital consumers to increase sales. The targeted population was marketing

managers in three companies located in upstate South Carolina who have successfully

used social media engagement strategies with digital consumers to increase sales. The

results of this study could lead to social change by engaging and building relationships

between businesses and consumers to increase trust and loyalty. Increasing trust and

loyalty may elevate the appreciation of the consumer provider economy, leading to

enlightened consumers.

Role of the Researcher

Successful qualitative studies contain the essential elements of flexibility and

participant-oriented contribution, which results in comprehensive datasets (Alase, 2017).

For this study, my role as the researcher was to identify successful social media

marketing strategies SMM use to engage digital customers and increase sales. Several

skills are crucial to rigorous qualitative research. Qualitative researchers must be able to

listen attentively, have in-depth subject-area knowledge, maintain the privacy of

participants, follow the standards of ethical research, and be able to link collected data to

their study’s purpose statement and research question (Yin, 2018).

In qualitative case study research, the method for collecting information often

includes using structured interviews, semistructured interviews, organization documents,

and collecting archival data. The primary data source for this study came from

semistructured interviews with SMM, who have successfully used social media to engage

digital consumers to increase sales. Researchers should try to maintain objectivity in the

collection and interpretation of data, which they can do by listening attentively and

precisely recording conversations with participants to accurately capture the participant’s

viewpoint (Charlick et al., 2016). As part of the interview process, researchers should

acknowledge the voluntary nature of participation and the importance of the participant’s

willingness to engage in the study and share experiences based on the nature and topics

addressed in the interview (Alexander et al., 2018). Attentive listening and respect for

each participant can increase the participant's willingness to engage and share personal

experiences (Charlick et al., 2016).

As a marketing professor with 10 years of experience in the marketing field, I

understand the importance of implementing strategies to increase revenue. However, my

experience regarding the implementation of social media marketing strategies is not

extensive, which factored into my desire to understand what social media strategies are

beneficial to SMM. Although I may have been familiar by name to potential participants,

I did not accept participants with whom I had a personal or professional relationship.

Identified in The Belmont Report are basic ethical principles that researchers

should adhere to when interviewing human subjects (National Commission for the

Protection of Human Subjects of Biomedical and Behavioral Research [NCPHSBBR],

1979). The basic principles outlined in the report are: (a) respect for persons, (b)

beneficence, and (c) justice (NCPHSBBR, 1979). Respect for persons refers to honoring

the demands of the participant. Beneficence means securing the well-being of

participants. Justice involves ensuring fairness, equality, and ethical treatment for all

participants. As the researcher, to ensure all participants received ethical treatment, I

adhered to the basic principles in The Belmont Report.

To mitigate bias, I remained cognizant of my personal beliefs and biases regarding

the use of social media marketing strategies to engage digital consumers to increase sales.

Research bias is the distortion of study results based on influence from the perceptions of

the researcher that undermine the researcher’s effort to answer the research question

(Polit & Beck, 2018). I recognized that although bias exists, it was my responsibility to

set aside my preconceived notions regarding the research topic to ensure

I was open to all research findings. To help prevent my personal perceptions from

infiltrating the data, I remained objective during the research process and used member

checking and data saturation as components of the data collection process.

It is beneficial to utilize interview protocols when collecting data through

semistructured interviews. Following an interview protocol allows the researcher to

follow the same structure for each interview, leading to consistent data (Bearman et al.,

2019). I used an interview protocol (see Appendix A) when conducting interviews, which

involved discussion with participants that occurred before and after the interview

questions began, including explaining the informed consent form and the use of audio

recording and member checking to enhance the validity and credibility of the study.

Participants

Gathering data that aligns with the research question involves defining eligibility

criteria and selecting only participants who meet the appropriate requirements (Yin,

2018). Establishing eligibility criteria is crucial to warrant the richness of information in

data collection (Charlick et al., 2016). The eligibility criteria for this study were that

participants must: (a) be SMM, (b) have successfully implemented social media

marketing strategies, (c) have at least 3 years of professional experience in their position,

(d) be employed at a company located in upstate South Carolina, and (e) be willing to

participate in the semistructured and audio recorded interviews. It is essential to meet the

criteria of the researcher to ensure the data meets the qualitative rigor needed to achieve a

quality study (Nowell & Albrecht, 2019).

An important step in the research process is gaining access to study participants.

For this study, I gained access to participants through social media platforms. After I

received approval from Walden University's Institutional Review Board (IRB), I used

LinkedIn to find potential participants who have experience with social media marketing.

I then sent an invitation to participate to each potential participant via email (see

Appendix B). Researchers send invitation letters to potential participants to indicate the

intent of and procedure for the study (Alexander et al., 2018). The invitation included the

purpose of the study, interview questions, and timeframe for committing to the interview

process to gain information for the study. I chose the top three participants who aligned

with the eligibility requirements of the study and had the availability to participate. It was

vital I save the remaining participants as backups should something arise, and a

participant withdraws from the study.

The target population included three marketing managers in companies located in

upstate South Carolina. During the data gathering process, it is important that the

researcher builds rapport and actively maintains relationships with study participants

(Charlick, 2016). Maintaining a good relationship with participants promotes trust and

improves the researcher’s ability to acquire useful data during the collection process of

the study (Amundson, 2017). The researcher can build rapport with participants by

openly and transparently sharing information regarding the study purpose (Dempsey et

al., 2016). I built rapport with study participants by demonstrating care for their wellbeing

and genuine interest in their comfort during the study. To set participants at ease, I

maintained their privacy throughout the research process and ensured they understood

that their participation in the study was voluntary and could be discontinued at any time.

Research Method and Design

Research Method

The three approaches in academic research are quantitative, qualitative, and mixed

method (Yin, 2018). Researchers use qualitative methods to create a deep understanding

of and confirm a phenomenon (Guetterman & Fetters, 2018). To develop a deep

understanding and confirmation of a phenomenon, qualitative research often includes an

in-depth exploration of participant experiences (Yousefi Nooraie et al., 2020). Qualitative

research emphasizes reality, flexibility, understanding, and exploration of lived

experiences (Yin, 2018). Researchers use the qualitative method to gather data through

observations, interviews, or a review of material written by participants to report themes

and patterns in the study (Christenson & Gutierrez, 2016). I chose to use a qualitative

research method as my intention was to explore the experiences of SMM, who have

successfully used social media marketing strategies to develop relationships with digital

consumers and increase sales.

Researchers use quantitative methods to confirm a hypothesis using numerical

data. Using quantitative methods, researchers scientifically examine the relationships

between variables to facilitate a hypothesis and establish a theory (Yin, 2018). The

central purpose of the quantitative method is then to confirm or reject the theory (Yousefi

Nooraie et al., 2020). Researchers apply the quantitative method in the pursuit of answers

to questions about a phenomenon based on how many or how much, instead of what, how,

or why (Yin, 2018). Researchers use quantitative research to test conceptual models to

understand the relationship between variables (Christenson & Gutierrez, 2016). The

purpose of this study was not to confirm a hypothesis; therefore, the quantitative method

was not appropriate.

Researchers use mixed methods to examine and confirm a phenomenon

(MolinaAzorín & Fetters, 2020). The use of the mixed method allows the researcher to

combine both quantitative and qualitative methods (Headley & Clark, 2020). Researchers

who use the mixed method have an opportunity to use qualitative methods to interpret

quantitative findings (Shannonhouse et al., 2017). Researchers might choose to use mixed

methods to capitalize on the strengths of both qualitative and quantitative findings

(Yousefi Nooraie et al., 2020). Using mixed methods involves in-depth analysis and

statistical testing of the relationship between variables (Molina-Azorín & Fetters, 2020).

The goal of my study was to explore life experiences through relationships to understand

a phenomenon and not to test variables. Therefore, using a mixed-method approach was

not appropriate.

Research Design

Researchers using a qualitative approach can choose from various research

designs to explore the research question. There are several broad designs used in

qualitative research, including phenomenology, ethnography, and case study

(MolinaAzorín & Fetters, 2020). A multiple case study design was the most appropriate

design for answering this study’s central research question. Researchers using a multiple

case study design collect data from multiple sources, including interviews (Alpi & Evans,

2019). The purpose of this research study was to identify successful social media

marketing strategies for engaging digital consumers and increasing sales. Examining

multiple companies with SMM who have successfully used social media marketing

strategies increased the likelihood that the findings were comprehensive.

Researchers use phenomenological studies to provide a detailed description and

analysis of a phenomenon (Smith et al., 2018). Phenomenological studies involve

collecting data from multiple participants who have the same experience to generalize

findings about that experience (Yin, 2018). The goal of this study was to identify and

describe successful social media marketing strategies, and in-depth exploration of the

lived experiences of SMM is not necessary for this study. Researchers may also choose to

use an ethnographic design, which involves the exploration of cultures, groups, and

organizations (Wallace, 2019). Ethnographic researchers obtain a full understanding of a

culture through immersion in the culture (Yin, 2018). Since the focus of this study was on

strategies SMMs use and not social media marketing culture, ethnography was not an

appropriate design for this study. Furthermore, as this research study was only concerned

with SSM strategies, an immersion in the company’s respective cultures was not

necessary. Therefore, a multiple case study design was the best option for this research

study.

It is essential to achieve data saturation in a qualitative study to ensure researcher

efficiency and to support the evidence presented in a study’s conclusion (Nowell &

Albrecht, 2019). Data saturation is important for ensuring the dependability, credibility,

and transferability of the study (Saunders et al., 2016). Researchers achieve data

saturation when no new information emerges from data collection (Lowe et al., 2018;

Moser & Korstjens, 2018). If I did not achieve data saturation via three SMM interviews,

I planned to expand the sample until I achieved data saturation. I knew that I had achieved

data saturation when no new applicable information arose from the participants

Population and Sampling

The population of this study included three SMM who have successfully

implemented marketing strategies to engage digital consumers and increase sales. Data

saturation with a small number of participants is possible when conducting in-depth

qualitative research practices (Boddy, 2016). Rather than choose participants to fulfill a

quota, I used the eligibility criterion and chose only those participants with expertise in

social media marketing to ensure I could attain in-depth information. van Rijnsoever

(2017) asserted that researchers who include few participants with a depth of knowledge

regarding a topic could ensure the acquisition of meaningful information related to the

phenomenon being studied. Purposeful sampling was used to select study participants.

Benoot et al. (2016) noted that purposeful sampling involves participants with expertise

in the area under study to elicit information that will yield insights related to the

phenomena. Therefore, purposeful sampling was appropriate to gain an in-depth

understanding of the social media strategies SMM use to successfully increase sales.

Participant knowledge and experience related to a phenomenon are essential

components of a successful study. The use of purposeful sampling requires the researcher

to gain access to key informants regarding the study topic and gather data to conclude a

detailed study (Patton, 2015). The researcher then uses the acquired data to provide future

readers with in-depth knowledge regarding the study topic (Benoot et al., 2016).

Researchers using purposeful sampling identify participants with both the knowledge of

information and desire to contribute said information to answer the research question

(Yin, 2018). Researchers should explore participants' thoughts, feelings, and experiences

concerning the topic of the study to determine the uniqueness of each phenomenon

(Guetterman & Fetters, 2018). Criteria for eligibility required that participants: (a) be

SMM, (b) have successfully implemented social media marketing strategies, (c) have at

least 3 years of professional experience in their position, (d) be employed at a company

located in upstate South Carolina, and (e) be willing to participate in the semistructured

and audio recorded interviews. All interviews were scheduled at a time and place

amenable to the participant and located in the upstate of South Carolina, regardless of

whether the interviews occurred face-to-face or via video conferencing.

Researchers seek to attain data saturation during their research process. To ensure

data saturation, I used member checking and methodological triangulation. Researchers

conducting qualitative studies with purposive sampling can use member checking to

review their interpretation of participant responses to ensure accuracy, increase clarity,

and achieve data saturation (Marshall & Rossman, 2016). Using member checking, I

reviewed the information obtained during each interview with the participant by email to

ensure that I garnered as much detailed and accurate information as possible.

Furthermore, I conducted methodological triangulation to gather additional information

and increase the depth of information gathered from the participants. Triangulation

involves using data from multiple sources to develop a thorough answer to the research

question (Fusch & Ness, 2015).

Ethical Research

The qualitative research process includes following ethical principles. Researchers

are responsible for protecting participants and using a process that entails ethical review,

formalization, and focus (Greenwood, 2016). Adherence to an IRB approval process

ensures that studies meet the regulatory guidelines and denote the protection of

participants' rights (Cook et al., 2013). It is vital to obtain the approval of the IRB to

ensure that data collection complies with ethical standards. I obtained approval from

Walden University’s IRB (12-03-20-0851472) before beginning the data collection

process. I sent an email to all potential participants that included the purpose of the study,

the interview protocol (see Appendix A), and the interview questions. This email also

included an explanation regarding the intended use of the data gathered and all necessary

contact information.

Informing the participants of their rights and guidelines of the study is vital to the

research and a component of the informed consent process. The Belmont Report noted the

process of ensuring and understanding of participants to participate is voluntary, and they

can withdraw at any time (NCPHSBBR, 1979). The participant could withdraw through

contact with me via the phone number or email provided. Before beginning the

interviews, researchers should provide affirmation concerning the withdrawal process

without repercussion and the protection of participant identity outlined in the IRB process

(Cook et al., 2013). The participants in this study did not receive any gifts or monetary

incentives but may obtain a copy of the completed study with results. To protect the

participants’ identities, I coded each participant's name with letters, such as Participant A,

Participant B, and so forth, as an identity tag. All data collected remained confidential,

with all paper documents stored in a locked file cabinet and all digital documents stored

on a password-protected external drive at my residence. All paper documents will be

destroyed, and all digital files deleted 5 years after the completion of this study.

Data Collection Instruments

The goal of my study was to examine SMM strategies to engage digital consumers

and increase sales. I was the primary data collection instrument for this study and used

semistructured interviews to gather information related to the study topic. The use of

semistructured interviews and archival documents piloted the collection of data for

review and exploration of strategies to enhance sales. Researchers conducting qualitative

research use semistructured interviews with key research questions to encourage

participants to share detailed information and gain a deeper understanding of the research

topic (Peesker et al., 2019). The use of interviews reduces the risk of bias and researchers'

preconceptions and increases the in-depth understanding of the participant's unique

contributions (Lemon & Hayes, 2020).

To enhance the reliability of the research study, I followed an interview protocol

(Appendix A). Researchers can use interview protocols to gain an in-depth understanding

of the research topic and reduce the likelihood of researcher bias (Yin, 2018). The

potential for research bias exists in any research study (Zanin & Piercy, 2019) and can

threaten the reliability of the study (Roulston & Shelton, 2015). Using an interview

protocol (Appendix A) and attentive engagement with the participants’ responses helped

me to remain objective and prevent bias during the study.

The use of triangulation to align the data collection process ensures the validity of

the study. Triangulation is a strategy used by researchers to test validity through the

convergence of data from diverse sources (Lemon & Hayes, 2020). To triangulate the

data and gain a deep understanding of the study, researchers might draw from multiple

data sources gathered from different periods, locations, and perspectives (Natow, 2020).

For this study, the data collection consisted of semistructured interviews of three SMM

who met the study criteria and through the documentation of marketing materials, social

media interactions, and web analytics. The participants reviewed a summary of the

interview for approval of my interpretation and accuracy. I used a narrative format for my

findings, and I developed tables and figures to represent the study process.

Data Collection Technique

Data collection is important in understanding the phenomenon of a study.

Conducting a thorough data collection process requires a comprehensive technique and

documentation of the research process (McKenna et al., 2017). For this study, I employed

an interview protocol (Appendix A) to conduct semistructured interviews and review

marketing materials, SMM participation with online forums, and web analytics that

support the use of SMM strategies to increase sales. The purpose of an interview protocol

was to reduce researcher bias and increase in-depth understanding of the study topic (Yin,

2018). The interview protocol for this study consisted of reiterating to participants the

research question and purpose for the interview, as well as the voluntary nature of the

study. Each participant received a copy of the interview protocol (Appendix A) and

interview questions. I reviewed with participants the timeframe for the interview, which

should not exceed 30 minutes, and asked them seven open-ended questions and follow-up

questions that arose and posed requests for any related documentation they wish to share.

During the interviews, I paid attention to the body language of each participant and took

notes on details not captured in an audio recording. At the end of the interview, I thanked

participants for their time and let them know that within 48 hours, I would send them, via

email, a summary of key points from the interview, which they should review for

accuracy.

The researcher's objective when using semistructured interviews is to pursue the

interview with open-ended questions to gather in-depth responses and conclude with

follow-up questions. An advantage of using a semistructured interview is the ability of

the researcher to prepare questions and secure a face-to-face meeting place with privacy

to create a pleasant environment (Adams, 2016). Researchers should allow participants to

talk, which may increase the information shared and enhance the researcher's depth of

understanding about the topic (Kaliber, 2019; Yin, 2018). One disadvantage in

conducting semistructured interviews is the need for the researcher to maintain focus,

professionalism, and refrain from making biased comments (Brown & Danaher, 2019).

Researchers should allow participants to guide the conversation and employ active

listening by taking notes and capturing all elements of the conversation (DeJonckheere &

Vaughn, 2019). Researchers who listen and allow participants to express their

experiences and perspectives about a study topic can gather the data necessary to answer

their research question.

During the interviews, I asked participants seven questions concerning social

media engagement strategies used to increase the sales of the organization. I kept a

reflective journal, in which I took in-depth notes during each interview, recording the

nonverbal cues and key points to integrate into data analysis. It is vital researchers review

participants’ responses through a paraphrase of each question to gain understanding, and

using this approach to data collection can reduce opportunities for bias related to

researcher preconceptions (Golder et al., 2017). I remained courteous and respectful of

the time the participant took to attend the interview and contribute data for the study, and

the interview period ranged from 25 to 45 minutes based on the information received

from each participant. Within 7 days after the conclusion of each interview, I conducted

member checking and emailed each participant a summary of the key points obtained

during the interview to review and confirm the accuracy of my interpretation of the

interview. I waited for this response from each participant and made changes accordingly

to ensure the accuracy of each interview. After completing my initial data analysis, I

reconnected with all participants to request sales data. Each declined to share proprietary

company information.

I also examined social media platforms, testimonials, newsletters, and web

analytics to explore all information related to the research question. Researchers examine

documents to collect information on the background, elaborate on their understanding,

and expand on the research problem (Bretschneider et al., 2017). A disadvantage of a

review of company documents is that they do not provide the researcher with information

about the participants’ opinions regarding the study topic (Yin, 2018). However, an

advantage is that this process allows the researcher to corroborate information they

ascertained during participant interviews (Clark & Vealé, 2018). The document review

included a review of marketing materials, social media posts, communications and

engagement, and web analytics.

Data Organization Technique

To obtain and track data, I audio-recorded interviews, maintained a reflective

journal, and created digital transcripts of the interviews. Using the interview transcripts

and my reflective journal, I created summary notes of key points as my member check

data. I transferred my member check data to a digital file, which I submitted to

participants asking for them to conduct a validity check. Upon the return of the member

check data from the participants, I updated my interview data. I also used NVivo to assist

in organizing all data collected. The use of a data organization process assists the

researcher in effectively creating a systematic method for securing confidentially and

deleting files within the appropriate timeframe (Marshall et al., 2018). The audio

recordings were transcribed using Microsoft Word, and the data was stored on a

password-protected external drive at my residence. Researchers must organize, code, and

identify themes from interviews to ensure the collection of all applicable data relevant to

the study’s conclusion (Castleberry & Nolen, 2018). Participant protection remains the

obligation of the researcher to protect and adhere to the ethical principles of research

(Alexander et al., 2018). Each participant’s interview was coded and stored on a

password-protected external drive at my residence. I will delete electronic data and shred

all documents 5 years after the approval of this study.

Data Analysis

To analyze the data collected for this study, I conducted methodological

triangulation. Qualitative data analysis encompasses methods of classification in which

the researcher interprets themes, statements, and codes to enable a structured approach

that describes a phenomenon (Cassell & Bishop, 2019). Researchers use data analysis to

gain traction in a research study by labeling, categorizing, and grouping data with codes

to detect themes. To collect data for this study I used semistructured interviews, took

notes in a journal as participants shared, and gathered information concerning activities

on social media platforms and websites.

Triangulation of data to the conceptual framework contributes to a broader

understanding of the data to formulate a research analysis roadmap (Turner et al., 2017).

Wilson (2016) noted that triangulation using multiple approaches allows the researcher to

retrieve more sufficient data to confirm the results of the research. My approach was to

use methodological triangulation to enhance rigor through the data analyzing process

using the semistructured interviews, audio recordings, reflective journal, newsletters,

testimonials, review of social media engagement, and web analytics to support my

findings.

Additionally, I conducted a thematic analysis of the data. The thematic analysis

consists of five steps, which include (a) compiling the data, (b) disassembling the data,

data (Yin, 2018). The first step in the thematic analysis is compiling the data (Woods et

al., 2016). Once the semistructured interviews were completed, I considered the

participants' information and the information recorded in my reflective journals,

participants' emotional responses, or the participants' underlying tones as they discussed a

topic. I used Microsoft Word to transcribe the audio recording to create digital transcripts.

I also compiled all information found in the organizations’ archival documents and

maintained a reflective journal. During the thematic analysis process, I used data analysis

software. I reviewed various software to analyze data, such as EndNote, NVivo,

Microsoft, and STATA. I chose to use NVivo because it was userfriendly and helped to

identify themes and trends.

The second step, disassembling the data, also occurred using NVivo to code the

data and develop groupings. Researchers use NVivo to categorize responses from the

participant, connect themes, and assist in the coding process (Marshall et al., 2018).

NVivo assisted me in uploading all documents from interviews, recording files,

marketing materials, and web analytics to create nodes for themes, and categorize and

code all data for straightforward interpretation and conclusion of the study. Researchers

use coding to establish meaning for collected data (Clark & Vealé, 2018).

Following the disassemble phase, I reassembled the data. Tuapawa (2017)

identified reassembling as a method for researchers to identify prominent patterns and

themes in their research. To determine the most prominent themes, I looked for words

and phrases repeated in the semistructured interview transcripts and the archival

documents. Using thematic analysis, I identified themes related to information found in

the literature review, such as brand loyalty, strategies, growth in sales, and reflect the

conceptual framework. Furthermore, I was attentive to the potential emergence of themes

not previously addressed in the literature.

The fourth step was to interpret the findings. During this phase, researchers

examine their findings to develop meaning and correlate the information found with the

study's conceptual framework (Vaughn & Turner, 2016). I confirmed the alignment by

examining the data, previous literature, and relationship marketing theory. Yin (2018)

asserted that researchers could establish meaning from data to conclude a study

successfully. Once I completed the interpretation step in the process, I concluded the

study by presenting and discussing the data's findings.

Reliability and Validity

Reliability

Reliability in qualitative research encompasses data dependability to duplicate the

study’s findings (MacPhail et al., 2016). Replication of the results obtained from previous

studies conducted using the same rigor identifies the data's reliability. Strategies used to

confirm the dependability includes member checking (Thomas, 2017). Researchers

achieve dependability by ensuring consistency during the data collection process

(Mohajan, 2017). I achieved dependability and verified the accuracy of the responses

from the interviews through member checking. The study's accuracy was enhanced by

using an interview protocol, coding system, and constant data comparisons as a strategy

that enriched the study's dependability and credibility. The researcher's objective is to

continually verify the accuracy of context and form (Joslin & Muller, 2016).

Validity

Validity in qualitative research involves trustworthiness, transferability, and

confirmability of the study's findings (FitzPatrick, 2019). I aimed to strengthen the

trustworthiness through validity checks for the credibility of the study. Validity is

dependent on the purpose and context of the study to make a valid inference or

conclusion. Researchers may use methodological triangulation, such as semistructured

interviews, review of public data, observations, and analysis of previous studies, to

enhance the study's credibility (Natow, 2020). Through this process, researchers strive to

unveil rich data that will decrease bias and increase the study's validity and reliability

(Joslin & Muller, 2016). I used multiple sources to gather data that attested to the

credibility of authenticating the results and providing a study phenomenon.

Transferability can be obtained if the findings can be applied to other groups

(Morse, 2015). Researchers must use strategies to provide sufficient information that will

enable the reader to assess the data's capability to be transferrable (Cypress, 2017). To

obtain transferability, I provided thick descriptions of the research process, including

participant selection, data collection, and the thematic analysis process. Confirmability

identifies the researcher's ability to describe the conclusion and interpretation of the

findings from the data collected (Yazan, 2015). The strategies used to enhance validity

include triangulation, member checks, observations, and peer examinations (Yazan,

2015). I achieved confirmability through member checking and methodological

triangulation.

Researchers use data saturation to ensure transferability and confirmability (Yin,

2018). Data saturation is vital in the display of rigor for qualitative research (Cypress,

2017). To achieve data saturation, I obtained in-depth data by adhering to an interview

protocol and applying methodological triangulation. I knew that I obtained data saturation

when no additional information, data, or theme was evident.

Transition and Summary

Section 2 included a detailed summary of the methodology for this research

project. I began with my purpose statement and then explained my role as the researcher

and the participant selection process. Following this, I provided detailed reasoning for

selecting the qualitative research method and the multiple case study design, including

my plan to adhere to ethical standards throughout the study. This section also included a

detailed review of the data collection instruments and technique and the organization and

analysis processes. Section 3 includes a presentation of the findings and their professional

practice. Section 3 closes with my reflections and a concluding statement.

Section 3: Application to Professional Practice and Implications for Change

Introduction

The purpose of this qualitative multiple case study was to explore strategies SMM

use to engage digital consumers to increase sales. I gathered information from three

SMMs in three businesses who outlined strategies used to engage with customers and

increase sales. I used methodological triangulation and collected data from semistructured

interviews, social media postings, and web analytics.

I compiled and organized data on a spreadsheet with information retrieved from

the NVivo software to code themes. I reviewed the interview responses using thematic

analysis to identify the reoccurrence of themes. Documentation and observations

supported the contextualized findings of the study. The three themes that emerged from

the data analysis included: (a) consumer awareness, (b) social relationship management,

and (c) measurement of performance. In the following discussion, I identify the social

media strategies marketers use to increase sales based on the study's findings.

Presentation of Findings

The overarching research question for this study was: What are the strategies

social media marketers use to engage digital consumers to increase sales? To gather data

to answer this question, I interviewed three participants from three different businesses

using semistructured interviews. The participants had differing levels and types of

experience. Participant 1 was a digital and brand strategist director with 6 years of

experience in the industry. Participant 2 was a director of marketing with 26 years of

experience, and Participant 3 was a director of marketing working with dual operations in

two businesses for 17 years. Each participant answered seven open-ended questions

referencing the strategies used on social media to increase sales. Additionally, I reviewed

social media activities for media platforms to review the level of engagement through

consumer likes and communication. I intended to collect sales data, but each participant

declined to share proprietary company information, and instead, they shared web

analytics to determine the increase in sales. To complement the research, each participant

noted the vital role social media played in their success with engagement and increased

sales.

In this study, the conceptual framework I used was relationship marketing theory

(Berry, 1983). Social media provides marketers with a relationship marketing tool to

engage consumers in developing brand awareness and fostering consumer loyalty,

leading to increased sales (Richardson et al., 2016). Marketers can use social media as a

relationship marketing tool to facilitate engagement and real-time communications with

consumers to understand consumers' lifetime value and importance. The process of

relationship marketing theory guides marketers to develop a strategy of interactive

marketing for communicating with consumers in real-time, generating feedback that

facilitates a relationship with customers, and increasing sales (Groonos, 1994). Social

media provides a platform for SMM to interact and communicate with consumers to build

relationships and learn about the product to assist in purchasing decisions. This

study's findings supported Clark and Veale’s (2018) assertion that businesses that use

social media engagement strategies can benefit from combining relationship marketing as

a strategic tool to communicate, engage, and build relationships to increase sales. Using

Nvivo software, I conducted content analysis and identified themes aligning with each

participant's responses to the relationship marketing theory. The following themes

emerged from the semistructured interviews, social media postings, and websites, and my

journal notes taken based on the participants' experiences: (a) consumer awareness, (b)

social relationship management, (c) measurement of performance (see

Table 2).

Table 2

Participants’ Responses by Theme

Themes

Participant Consumer

awareness

Social relationship

management

Measurement of

performance

Participant 1 17 7 12

Participant 2 22 7 15

Participant 3 18 17 11

No. of Occurrences 57 31 38

Theme 1: Consumer Awareness

Consumer awareness encompasses strategies to identify the target market, and

attract, maintain, and build relationships with consumers to increase sales. Berry (1983)

described a tenet of relationship marketing, the conceptual framework for this study, as

understanding consumer behavior, achieved by engaging, communicating, and building

long-term, meaningful relationships. All participants expressed that developing effective

social media strategies requires knowledge of the target audience and the platform needed

to engage with consumers in real-time. According to Lee and Kotler (2020), social media

is a prominent strategic tool to reach consumers in real-time. According to Participant 1,

understanding the target market and communicating with consumers through paid media,

such as LinkedIn and Facebook, creates a broad awareness approach to consumers' needs.

Participant 2 noted that connecting with the target market through social media on

Facebook and Instagram platforms embed the brand in the consumers' minds. Participant

3 added that “using online chats and engagement with consumers via social media

platforms allows consumers to ask questions and communicate in real-time for a prompt

response.” Keegan and Rowley (2017) identified the return on investments and

effectiveness of real-time engagement as a critical driver of the social media marketers'

strategy to increase sales. All participants indicated that it is essential to engage

consumers' visual imagery to reflect consumers' lifestyles. Visual stimulation connects

consumers to the brand and increases sales (Kirk & Swain, 2018). According to Berry

(1983), communication with consumers through social media creates awareness for the

brand, builds relationships, and fosters trust and loyalty. Rhein and Schmid (2020)

asserted that engagement strategies gain social acceptance that informs and empower

consumers to make buying decisions. Consumers respond to people who appear to have a

similar lifestyle, which creates a more vivid reflection of the brand. Additionally,

Participant 2 outlined that community involvement and relationship building were vital to

embedding the brand in consumers' minds and increasing sales. Furthermore, it is

beneficial for SMM to identify which social media platform is prominent for their

business and monitor it regularly to solidify if the platform can provide comprehensive

services.

Using Testimonials

Participant 3 shared that “testimonials were vital to creating a connection with

consumers trying to make decisions on investing in the product but are unsure of the

probability of success.” The testimonials then become the motivator that encourages other

consumers to purchase the product, which then provides a return on social media

investment. Each participant noted that using testimonials on social media to attract

consumers toward the product helps consumers relate to the business’s content. I visited

each website, and all businesses positioned testimonials for viewer connection on their

websites. Each site contained testimonials advertising its products to highlight unique

content and benefits. The testimonials brought awareness to other consumers of the

success people have experienced with the product. Participant 1 asserted, “people believe

other people and will react when they trust their judgment.” Participant 3 identified

“veterans were a primary target market, and their support resonated with other consumers

who are supporters also.” Martin et al. (2015) noted testimonials on social media and

various website areas present success stories to gain exposure and awareness for other

consumers looking for specific products and benefits. Each participant's social website

and platform included testimonials, and each identified the satisfaction the consumer

gained from their purchase and the benefits provided. Participant 3 noted, “testimonials

and photos of partnering businesses are used for advertising on their website and social

platforms to gain awareness.” Participant 2 and Participant 3 were adamant about using

testimonials and photos of satisfied consumers to create a visual to connect with potential

consumers to increase their client base and enhance sales. Employing visual tools aligns

with the literature concerning consumers trusting experienced users who have proven the

benefits of the product (Oyza & Edwin, 2016).

Paying for a Presence

Social media platforms such as Facebook, LinkedIn, and Instagram offered paid

media services used by each participant. Lamberton and Stephen (2016) identified social

media platforms as the driving force to reach consumers through interactive

communication, images, and call to action purchases. Marketers should focus on

relationship building to generate a community of loyal and trustworthy buyers to increase

sales (Tadajewski & Jones, 2016). Participant 1 had an interactive Facebook presence

with over 450 likes and 500 followers that outlined special pricing and the contest to

attract consumers and increase sales. Participant 1 noted that the “usage of paid media on

social media platforms bolsters the connection to 100% audience reach and a more

significant net of people interested in the product.” Participants 1, 2, and 3 synchronized

their Facebook and Instagram to intensify their reach. Participant 2 had a presence on

Facebook with 250 likes and over 300 followers with offers to entice first-time

partnerships to help businesses start-up and maintain customer service levels to be

successful. Participant 3 had less than 100 followers and 75 likes on Facebook but has a

greater focus on maintaining a presence on LinkedIn. Although Participant 3 actively

engages with LinkedIn more than the other two participants, all three have attractive

LinkedIn platforms transparently outlining the business history, products offered, and

future goals. Participant 3 engages with other businesses through seminars to enhance

customer engagement and social media content to increase sales.

Theme 2: Social Relationship Management

The second theme to emerge in my study was social relationship management, a

strategy to build trust and loyalty to enhance engagement and increase sales. Social

relationship management is a tenet of the conceptual framework used for this study that

integrates interaction, communication, and engagement that involve two-way

communication driving a positive impact to increase sales (Berry, 1983). Businesses

strive to reach their target market and impact a mass market through social relationships

to increase brand awareness (Lim et al., 2019). According to Participant 2, it is essential

to cultivate relationships with consumers to generate repeat purchases that increase sales.

Rooney et al. (2021) noted the importance of building relationships through social media

as a consumer-led and technology-driven process. Engagement on social media platforms

is a strategy an organization can use to identify trends and communicate with consumers

over time to enhance the relationship between the marketer and consumer (Dolan et al.,

2017). Participant 2 also noted their community involvement. Participant 2’s social

platform included pictures of consumer involvement with mobile campaigns to

demonstrate a desire to meet others' needs. Many consumers are loyal to businesses that

care about the surrounding community (Oyza & Edwin, 2016). Social media campaigns

often include content chosen to engage with consumers through brand connections

fostered by a shared social cause (Oyza & Edwin, 2016). Participant 2 further stated,

“community campaigns generate awareness from the surrounding area through word-

ofmouth marketing.” Social media campaigns are the drivers for increased sales with

digital consumers due to interactions between consumers creating brand awareness.

According to Tuten and Mintu-Wimsatt (2018), social media platforms allow marketers

to connect, communicate, and engage with their target market to facilitate trust and

loyalty through brand awareness. Participants 2 and 3 noted engagement with the target

market through social media platforms create trust and loyalty to amplify the message to

a broad audience and increase sales.

According to Wang and Kim (2017), consumer and business relationships are

improved through social interactions, engaging conversations that involve two-way

communication to achieve customer retention, and increased sales growth. Participant 2

commented that digital consumers' involvement on social media platforms through which

organizations communicate new products and services generates awareness and allows

consumers to question and receive feedback that drives sales. Belk (2019) noted

developments in digital technology have fundamentally changed consumer behavior.

According to Participant 3, building relationships and becoming a trustworthy company

generates loyalty from consumers, reinforcing exceptional customer service as the basis

for purchase decisions. Participant 1 stated, “relationship building begins with identifying

the brand with a person” and asserted that “consumers trust people more than a brand;

they experience reality.” Berry (1983) asserted building consumer relationships was

essential to increasing profitability, enhancing the brand reputation, and assuming a

competitive advantage in the market. Participants 1, 2, and 3’s actions aligned well with

the relationship theory of communication as a tool identified by Lim et al. (2019), using

consumer desire for a relational exchange to build trust and loyalty for the brand. All

three participants asserted that achieving a competitive advantage would occur because

people can identify with another tangible object than a brand name. Specifically,

Participant 3 stated that “relationship management creates loyalty in consumers that will

drive an increase in sales.”

All participants indicated that a timely response creates a loyal consumer who

uses word-of-mouth marketing to create brand awareness in the socially connected world.

Each participant's response aligned with Grönroos (2015), who asserted that consumers

rely on word-of-mouth marketing to assist in their purchasing decisions. Understanding

the importance of word-of-mouth marketing can help SMM use social media platforms

effectively (Grönroos, 2015; Melancon & Dalakas, 2018). Such customer relationship

interactions reposition individuals from viewing their purchases from a transactional

perspective to an engagement perspective. Transitioning to an engagement perspective

requires social relationship management through interaction and communication,

increasing engagement and growth in sales and partnerships with consumers.

Theme 3: Measurement of Performance

The measure of performance is vital to understanding the success of social media

engagement on different platforms. Berry’s (1983) relational marketing theory, the

conceptual framework for this study, underlies the importance of measuring performance

to maintain a relationship with the consumer to enhance its trust, loyalty, and

profitability. According to Participant 3, consumers frequently respond to internet

surveys, answering the question about “how did you hear about us” that identifies which

social media platforms are the most prevalent contact method for the target market. The

consumer has a choice, and loyalty to the brand will drive the consumer to respond

(Fullerton, 1988). Engert and Baumgartner (2016) noted businesses with the appropriate

development and measurement of the performance indicators could guide their success

using social media. Participant 1 further identified that monitoring social media content

through web analytics identified enhanced engagement with likes and click-through rates

and increased sales. Emailed data from P1 supported this assertion.

The click-through rate measured what the consumer found interesting in their

website and social platforms. The time spent on online platforms reviewing specific

products indicated their interest. Google analytics and click-through rate recognize the

number of consumers using the platform and their interest in the product. The participants

noted that higher sales are associated with higher click-through rates. In alignment with

Page et al. (2018), SMM's high click-through rates lead to higher sales. Participant 2

stated, “Google analytics usage identified consumers' responses, reactions, and

interactions to increase sales.” Furthermore, Participant 1 indicated that when marketers

use an “organic approach with algorithms, the platforms can cap the reach, but social

media reaches 100% of a target audience in real-time. Therefore, it is possible to receive

a more significant net of consumers interested in the product.” Participant 1 noted,

“social media is an enhancement for marketers to increase their customer base and sales.”

Participant 2 disclosed that: “actual consumer photos with their company logo generate a

visual of a relationship with the consumer and denoted trust and loyalty to the product.”

Payne and Frow (2017) asserted that brand awareness

focuses on building relationships to engage with consumers and increase sales.

Social media provides an advantageous opportunity to expand reach, increase

brand awareness and traffic, receive more clicks, and is an essential revenue growth

component. To fully use social media platforms effectively, organizations must measure

their performance on each platform and ascertain how they can improve or maintain their

performance (Fullerton, 1988). When businesses measure performance, they can adjust

their strategies to engage consumers better. Businesses use performance measurements to

increase engagement and profitability based on the consumer actions and behavior of the

social platform (Saura et al., 2021). Businesses remain competitive through minor

changes in marketing and gauging consumers' reactions based on the modifications

(Momany & Alshboul, 2016). Participant 1 noted that likes and comments indicate the

engagement of people with a product. Participant 2 indicated that “photos of people in the

community using products help create a visualization for consumers and embed the brand

in their minds based on their affiliation.” Almad and Wohn (2018) noted that marketers'

strategy to increase sales included data usage, such as fragments of memories that work

together to stay fresh in the consumer's minds. Participant 2 stated that “community

involvement is a campaign to get consumers involved and react positively toward the

brand.” Participant 2 further stated, “purchases may not be instantaneous but posting on

social media keeps the brand relevant and in consumers' minds.” Measuring performance

through customer engagement to increase sales can be executed through key performance

indicators such as likes, click-throughs, and website visits. Measurements promote the

correlational business focus on relationship building, as discussed in Theme 2. The

following table delineates the measurement methods used by Participants 1-3 to increase

sales (see Table 3).

Table 3

Measurements to Increase Sales

Participant Click/views Likes CTR Reach Profits

Participant 1 X X X X

Participant 2 X X X

Participant 3 X X X X

The size of the business has a considerable effect on the methods used to reach

consumers and increase sales. Participant 1 worked for a larger business and was better

positioned with a sizable budget to invest financial resources to reach and acquire new

consumers. Participant 1 discovered measuring click-through rates, likes, and views were

the best methods to understanding how to reach their target market best and engage with

new consumers. Participant 2 used community involvement and campaigns to increase

their engagement and sales. Participant 3 saw a considerable increase in sales after their

newsletter post on social media websites. Depending on the size of the business, the

profitability and return on investment will vary. Each participant's marketing reports

revealed which method they used to measure their performance. As noted in the web

analytics, larger businesses spent more relative to the others to increase their traffic and

sales. In smaller businesses, web analytics identified building relationships as a more

profitable method to increase their reach and sales through word-of-mouth and shared

experiences. Participants 2 and 3 posted testimonials on their website to gain exposure,

which is noted in the views, clicks, and likes on social platforms.

Application for Professional Practice

This study's findings can increase SMM understanding regarding social media

strategies to effectively engage consumers and increase sales. Businesses focus primarily

on increasing sales, the strategies needed to remain competitive in their market, and

reaching their target market for survival and sustainability (Jablonski, 2016). Social

media platforms employ opportunities for businesses to engage, communicate, and attract

consumers to their products. Businesses can target their audience based on geographical,

demographical, and behavioral data through social media engagement. According to

Jones et al. (2018), marketing has evolved into strategic activities to build relationships,

retain a loyal consumer base, and facilitate a relationship management role to increase

sales. Social media is a low-cost innovative marketing tool to attract, retain, and manage

consumer relationships to enhance sales (Venciute, 2018). As technology evolves and

traditional media declines, this study may guide marketers to communicate, engage, and

increase sales using social media marketing as a strategic tool.

The participants in this study identified social media as a valuable tool for

marketers and how to utilize strategies to use social platforms effectively. Participant 2

noted social media as a strategic tool to generate leads that help build consumer trust and

generate believability in the product. When consumers can connect with real people, they

tend to trust their advice about the product knowledge they display on social platforms.

Furthermore, Participant 3 identified that news stories and letters posted on social

platforms attract consumers who show interest in the product but are unsure of making a

purchase. Therefore, SMM use testimonial outlines in news stories to facilitate an

experience with the product to guide the decision-making process and increase sales.

Marketers can use the knowledge resulting from this study to understand social media

strategies, increase brand awareness, generate trust and loyalty, and increase sales for

long-term sustainability. The use of paid media can help marketers convert social media

communication and engagement into sales and a return on social media investment.

This study's findings aligned with the relationship marketing theory because social media

serves as a strategic tool to help build relationships that reposition individuals from a

transactional perspective to an engaging perspective. This reposition can then increase

sales and create a greater understanding of partnering with consumers, which generates

lifetime value. Social media is a tool SMM can use to gain knowledge, generate

followers, and instill trust. Applying social media as a marketing tool is thus beneficial

for SMM to increase relationships with consumers and increase sales.

Implications for Social Change

This study's social change implications include knowledge of social media

marketing strategies that will enhance communications skills and enlighten SMM about

new opportunities to engage more effectively with consumers to increase sales. Social

media marketing skills can enhance the digital consumer's purchase and decision-making

process, thereby generating trust and loyalty to create lifetime consumers. The improved

use of social media platforms could allow consumers to engage with businesses to build

relationships that foster trust and loyalty and facilitate customer satisfaction (Melancon &

Dalakas, 2018). Successful businesses can then contribute to the local economy and

enhance the community to create a better place to live.

This study’s findings can enhance consumers’ knowledge of using social media to

assist in their decision-making and purchasing process to increase sales. The result of

higher sales will then boost the economy that contributes to increasing tax income for the

local government, thereby enhancing funds to distribute in different areas to improve the

lives of those in the community. Furthermore, increasing local community members’

employment could generate more disposable income, increased homeownership, and

lower foreclosure rates to enhance the community's standard of living.

Recommendations for Action

Using methodological triangulation of semistructured interviews, social media

postings and website information, and notes taken during the participants' interviews, I

identified three themes related to SMM strategies to engage digital consumers to increase

sales. Given my findings, I would recommend that marketers: (a) make use of social

media marketing as a strategic tool for communication, (b) create brand communities for

social engagement to create brand awareness, and (c) execute software programs to

measure the performance of social media. Marketers should use their financial resources

to invest in software programs or media to generate brand awareness and increase sales.

Social media is a low-cost strategic marketing tool SMM can use to reach millions of

consumers. Employing paid media services, software, and investing time to build brand

communities will help marketers understand the need to use social media platforms to

increase sales.

Paid Media Investment

Businesses strive to identify strategies to enhance sales volume. Social media

marketing requires consistent monitoring to build relationships and increase sales.

Marketers can recognize the return on social media marketing investments and apply their

resources to invest in paid media as a social media strategy to increase their exposure and

sales. Social media is a phenomenon that influences all consumers' lives, and marketers

are strategically changing their behavior to engage and communicate effectively with

consumers (Alabdulkarim, 2017). Marketers that use their resources properly

communicate, engage, and monitor their social media marketing will benefit from

increased product awareness, engagement with a broader consumer base, and possible

elevation in sales.

Create Online Brand Communities

Creating a social brand community gives marketers opportunities to engage,

discuss product potentials, recommend products in social networks, and amplify word-

ofmouth advertising. Social communities offer online forums for engagement with

consumers and allow other consumers to share experiences and testimonials to enhance

product awareness and brand loyalty (Islam & Rahman, 2017). Consumers use the

information they receive from online social communities to generate research to compare

product offerings and prices to help them make the right purchasing decisions. The

creation of online social communities offers marketers an opportunity to attract, engage,

and communicate with potential consumers providing a forum for continuous feedback,

active engagement, and brand loyalty. Social brand communities can influence

purchasing decisions for existing and potential consumers interested in products but seek

assurance of present satisfaction with purchases.

Performance Measurement

Developing and implementing social media strategies is time-consuming (Rogers,

2003). Thus, to increase sales SMM should employ software to monitor engagement,

communicate with, and deliver customer satisfaction on social platforms, as well as

identify consumers' needs. Social media marketers should use software to measure

consumers' engagement on social media websites or platforms to confirm their wants and

needs. For example, identifying the click-through rate on a social media site will help the

marketer create brand awareness and reach their target market to increase sales. Social

media marketers should understand the key performance indicators to identify consumers'

desires and meet their needs.

The recommendations for action will assist businesses with the knowledge to

engage in effective social media strategies to increase sales. I plan to share my findings in

this study through scholarly journals and publishing in peer-reviewed organizations. I

plan to publish on LinkedIn, Google Scholar, and Facebook for business professionals to

review. I will also present my finding at conferences and seminars.

Recommendations for Further Research

For this study, I employed a qualitative research methodology and multiple case

study to explore social media engagement strategies to increase sales. Qualitative

research encompasses collecting, analyzing, and explaining data that do not involve

numbers or statistical analysis (Alase, 2017). Therefore, a limitation to all qualitative

research is that it is subjective and may include data that could affect a study finding

validity (Yin, 2018). The sample consisted of marketing directors who answered

openended questions through virtual interviews, and a potential limitation existed due to

the nature of self-reporting. I assumed that all participants answered truthfully. To the

extent possible, company documents supported their assertions. Second, the participants

were marketing directors in the upstate South Carolina area, which generalized the

findings from other industries that are not part of the surrounding area, possibly resulting

in different findings based on the businesses located in other cities. The final limitation

was the potential bias of each participant toward social media that could have influenced

their responses.

In this study, I presented findings for SMM engagement strategies to increase

sales. Future research could include: (a) conducting a quantitative study to identify the

potential impact of social media advertising has on increasing sales on a larger scale, (b)

identifying which social media platform is most relevant for specific industries and

geographical locations, (c) exploring the potential effect social media has on a buyer's

purchase intention, (d) completing a study regarding the applicability of social media

marketing in other industries, and (e) conducting a study of social media engagement in

other geographic locations.

Reflections

My knowledge of social media as a tool for engagement has increased through

this study, as I relied on each participant’s responses to facilitate and conclude this study.

I used social media for my data collection, and the connection with SMM unequivocally

contributed to the study that might not have been feasible without the medium. It was

challenging to locate participants who met the requirements and were eager to accept the

invitation to participate in my study. Social media made it possible to review the

participant's profile and vice versa, to get familiar with each other before the interview.

My understanding of social media engagement strategies to increase sales has grown and

become more vivid through the participants' experience and wealth of knowledge

concerning each platform and potential use to increase sales. I am thankful for each

participant and their willingness to interview and benefit from this study's results.

Conclusion

Social media is an internet platform that consumers, marketers, and businesses

can use to create brand awareness, share experiences, engage, communicate, and receive

real-time feedback. Social media platforms offer opportunities to reach billions of

consumers globally through low-cost nontraditional media. With the application of

relationship marketing theory, the study's purpose was to explore the engagement

strategies used by marketers on social media platforms to increase sales and build trust

and loyalty with consumers. The results and knowledge gained from this study's findings

could help marketers impact their interactions with consumers on social platforms to

increase social media investments. The implications of social change in acquiring

strategies to use on social media can increase sales, leading to more jobs and

improvement in the local economy.

The results from the three participants who successfully used social media to

engage with consumers and increase sales revealed three themes: (a) consumer

awareness, which includes identifying the target market and knowing the platforms

consumers are using; (b) social relationship management, which includes managing

relationships with consumers through engagement, communication, and brand loyalty;

and (c) measurement of performance, which includes monitoring social media usage and

consumer engagement. With the evolution of technology and the increase of consumers

using social media, marketers should utilize their budget to increase social media

exposure or reallocate funds to an outsourced expert to help create, align, and manage

their social media engagement. The use of social media can increase brand awareness,

facilitate communication, build relationships, and increase sales for marketers. This

study's findings indicated that social media is a strategic tool for innovative ways to

market products and services to consumers worldwide to increase sales.

Social Media Marketing Engagement Strategies to Increase Sales

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