Date of Conferral



Doctor of Business Administration (D.B.A.)


Information Systems and Technology


Elisabeth Musil


Many small business leaders lack social media marketing strategies, which can negatively affect sales revenue. Small business leaders who fail to increase revenues are at a higher risk of failure. Grounded in the resource-based view, the purpose of this qualitative multiple case study was to explore social media marketing strategies small business leaders use to increase revenue. The participants were 13 small business leaders in central Florida who successfully managed social media marketing strategies to increase revenues. Data were collected from semistructured interviews, reviewing businesses’ social media, financial reports, and interview notes. Thematic analysis was used to analyze the data. Four themes emerged: increasing engagement, educational content, diverse social media platforms, and effectiveness measurements. A key recommendation is for small business leaders to increase engagement by mixing traditional marketing strategies with social media, supporting other businesses, and understanding their audience. The implications for positive social change include the potential for small business leaders to improve employees’ quality of life through higher incomes, sales, and opportunities. The community could benefit from increased tax revenue to fund programs and services for citizens.

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