Date of Conferral

2021

Degree

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

School

Business Administration

Advisor

Marilyn Simon

Abstract

Several small business leaders in the retail industry lack social media marketing (SMM) strategies to increase revenue. Retail apparel owners who lack social media marketing strategies can experience minimal returns on investment. Grounded in the technology acceptance model, the purpose of this qualitative multiple case study was to explore SMM strategies of five small business owners in the women’s retail apparel industry used to generate growth in sales. Data sources were semistructured interviews, business plans, and physical artifacts such as merchandise inventory. Three primary themes identified through thematic analysis included the use of social media platforms, evolving social media marketing, and customer relationship management. A key recommendation for small business owners is to use multiple social media platforms such as Facebook, TikTok, and Instagram to reach potential customers and develop a rapport with current and past customers. The implications for positive social change include the potential for retail business owners to increase sales, provide employment opportunities, assist local economies, keep the money close to home, and support neighborhoods and communities.

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