Date of Conferral



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




John R. Bryan


The lack of consumer engagement can have adverse effects on business outcomes. Small business managers (SBMs) and owners who fail to engage consumers are at a higher risk of failure. Rooted in the theory of diffusion of innovation theory, the purpose of this qualitative exploratory multiple case study was to explore strategies SBMs use to develop and effectively implement marketing strategies to improve consumers' engagement. The participants comprised six business managers of six successful small businesses in Maryland who effectively used social media marketing strategies to engage consumers for at least 5 years. Data were collected via semi-structured interviews and a review of the companies’ documents. Data were analyzed using thematic analysis, and three themes emerged: (a) content design and engineering, (b) platforms selection and implementation, and (c) leadership engagement and tools. A key recommendation is for SBMs to market content using social media platforms like Facebook, Twitter, and YouTube. The implications for positive social change include the potential for business leaders to promote business success and community growth, leading to better living standards by providing employment opportunities to people.