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Can the Usage of Social Media Increase the Gregariousness of the Family to Grow Successful Family-Owned Businesses?: The Usefulness of Social Media in Growing a Family-Owned Business

Can the Usage of Social Media Increase the Gregariousness of the Family to Grow Successful Family-Owned Businesses?: The Usefulness of Social Media in Growing a Family-Owned Business
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Author(s): Mambo Governor Mupepi (Grand Valley State University, USA), Patience Taruwinga (Saint Joseph's College, USA) and Wafaa A. Al-Rabayah (Independent Researcher, Jordan)
Copyright: 2017
Pages: 22
Source title: Strategic Uses of Social Media for Improved Customer Retention
Source Author(s)/Editor(s): Wafaa Al-Rabayah (Independent Researcher, Jordan), Rawan Khasawneh (Jordan University of Science and Technology, Jordan), Rasha Abu-shamaa (Yarmouk University, Jordan) and Izzat Alsmadi (Boise State University, USA)
DOI: 10.4018/978-1-5225-1686-6.ch012

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Abstract

The objective of the study was to collect data from family owned enterprises to assess and evaluate the effectiveness of social media as a strategy to grow the useful business and to determine the subscription of family owned entities to social networking. The methodology included data collected from a total of 68 family owned firms 30 in the USA and 38 in Africa SADC countries. Monkey survey tools were deployed to collect data. Results show that those companies that subscribed to social media were more successful than those that did not. Certain social networks were much more useful than others and that it was not always important to have a website but useful to have a social network. The debut of the popular Facebook was received with mixed views by many organizations but its subscription by many organizations demonstrate its usefulness as a tool to grow a business. The recommendations are that it is important for a family owned business to subscribe to a social network as a strategy to advance productivity.

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