IS THE BUSINESS COMMUNITY ADAPTING TO SOCIAL MEDIA AS QUICKLY AS THE GENERAL POPULATION?

Bill Kent, Keiser University, U.S.A.
Yan Luo-Beitler, Keiser University, U.S.A.
John Fitzgerald, Keiser University, U.S.A.
Boris Djokic, Keiser University, U.S.A.
Kevin Hackett, Keiser University, U.S.A.
Published in

 JOURNAL OF ACADEMY OF BUSINESS AND ECONOMICS
Volume 17, Issue 4, p45-52, December 2017

ABSTRACT

Social media has increasingly become a marketing tool employed by many companies “to facilitate interaction, exchange and modification of content”. The researchers studied swimming pool dealers in the United States predominately from Florida mailed survey to gain understanding of social media usage in this specific industry. The research results identified the age group that is most active in using social media within the swimming pool industry, their usage pattern, and some association between social media users and their usage patterns.

Keywords

Social media, marketing communication, Swimming pool industry


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