Social Media Marketing Strategies Used by Small Retail Businesses

Cornell Hospitality
Quarterly, 54
, 84-94. doi:10.1177/1938965512458360 

---

90 
Lee, D., Hosanagar, K., & Nair, H. S. (2014). The effect of social media marketing 
content on consumer engagement: Evidence from Facebook. 
Social Science 
Research Network
. Retrieved from http://www.ssrn.com 
Leedy, P. D., & Ormrod, J. E. (2016). 
Practical research: Planning and design 
(11th 
ed.). Upper Saddle River, NJ: Pearson Education.
Leeflang, P. S. H., Verhoef, P. C., Dahlstrom, P., & Freundt, T. (2014). Challenges and 
solutions for marketing in a digital era. 
European Management Journal, 32
, 1-12. 
doi:10.1016/j.emj.2013.12.001 
Leonardi, P. M. (2014). Social media, knowledge sharing, and innovation. 
Information 
Systems Research, 25
, 796-816. doi:10.1287/isre.2014.0536 
Lestari, S., Kotani, K., & Kakinaka, M. (2015). Enhancing voluntary participation in 
community collaborative forest management: A case of Central Java, Indonesia. 
Journal of Environmental Management, 150
, 299-309. 
doi:10.1016/j.jenvman.2014.10.009 
Leung, S., Cheung, W., & Chu, S. C. (2014). Aligning RFID application with supply 
chain strategies
. Journal of Information and Management, 51
, 260-269. 
doi:10.1016/j.im.2013.11.010
Leung, X., Bai, B., & Stahura, K. (2015). The marketing effectiveness of social media in 
the hotel industry: A comparison of Facebook and Twitter. 
Journal of Hospitality 
& Tourism Research
, 
39
, 147-169. doi:10.1177/1096348012471381 

---

91 
Levy, S., & Gvili, Y. (2015). How credible is e-word of mouth across digital-marketing 
channels? 
Journal of Advertising Research, 55
, 95-109. doi:10.2501/JAR-55-1-
095-109 
Lin, H. C., Swarna, H., & Bruning, P. F. (2017). Taking a global view on brand post 
popularity: Six social media brand post practices for global markets. 
Business 
Horizons, 60
, 621-633. doi:10.1016/j.bushor.2017.05.006 
Lillqvist, E., & Louhiala-Salminen, L. (2014). Facing Facebook impression management 
strategies in company–consumer interactions. 
Journal of Business and 
Technical Communication, 28
, 3-30. doi:10.1177/1050651913502359 
Lips-Wiersma, M., & Mills, A. J. (2014). Understanding the basic assumptions about 
human nature in workplace spirituality: Beyond the critical versus positive 
divide. 
Journal of Management Inquiry, 23
, 148-161. 
doi:10.177/1056592613501227 
Lo, A. S., Wu, J., Law, R., Au, N., Wu, J., Law, R., & Au, N. (2016). Which promotion 
time frame works best for restaurant group-buying deals? 
Tourism recreation 
research, 39
(2), 203-219. doi:10.1080/02508281.2014.11081767 
Long, T., Johnson, M. (2000). Rigour, reliability and validity in qualitative research. 
Clinical Effectiveness in Nursing, 4
, 30-37. doi:10.1054/cein.2000.0106 
Love, J. H., & Roper, S. (2015) SME innovation, exporting and growth: A review of 
existing evidence. 
International Small Business Journal, 33
, 28-48. 
doi:10.1177/0266242614550190 

---

92 
Lu, W., & Stepchenkova, S. (2015). User-generated content as a research mode in 
tourism and hospitality applications: Topics, methods, and software. 
Journal of 
Hospitality Marketing & Management
, 
24
, 119-154. 
doi:10.1080/19368623.2014.907758 
Marshall, C., & Rossman, G. (2016).