Dr. Tammira Lucas, first-year CEBAT Division faculty member, was recently awarded the Academy of Business Research's Best Paper Award at their online spring 2020 conference. She presented her paper, “Exploring Social Media Marketing Strategies to Increase Sales in Small Businesses,” virtually for conference attendees.

Says CEBAT Dean Kelly Koermer, “We are so fortunate to have Dr. Lucas as a team member and appreciate the energy and expertise she brings to our students and the College.“

A summary of the award-winning paper follows:

Small business owners understand the advantages of using social media as a marketing tool; however, some owners do not leverage social media marketing strategies to increase sales. Small business owners who fail to implement social media marketing strategies minimize the potential to gain new customers, negatively impacting sales and sustainability. The purpose of this qualitative, multiple-case study is to explore social media marketing strategies used by five small businesses in Maryland. This study will reveal the strategies small businesses owners are currently using to increase sales and the effectiveness of those strategies. Leveraging social media for marketing to increase revenue can ultimately increase sustainability of small businesses.

Read Dr. Lucas’s complete paper here: