Date of Conferral

2021

Degree

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

School

Business Administration

Advisor

Diane Dusick

Abstract

Online businesses have a failure rate of over 50% within the first 5 years of operation. Local politicians and online business leaders are concerned with sustainability to ensure the livelihood of local community members. Grounded in the digital discipline’s theory, the purpose of this qualitative multiple-case study was to explore strategies online small business owners use to sustain their companies beyond 5 years. The participants were five small online business owners in the east coast region of the United States who sustained their companies beyond 5 years. Data were collected from semistructured interviews, company documents, and company social media platforms. The data were analyzed using Yin’s 5-step process, and 3 themes emerged: the need for the business to have a social media presence, the need for business owners to develop relevant social media content, and the need for business owners to know their target audience. The key recommendation is for business leaders to develop a strong social media presence with relevant and consistent content targeting their clientele, including videos and interactive sites to engage potential customers, leading to business growth. The study’s implications for positive social change include economic growth for families and communities where businesses operate. Online shopping allows for social distancing while sustaining the local economy by supporting some production jobs, keeping delivery services operating, and providing needed goods to consumers who cannot leave their homes.

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