Date of Conferral

12-11-2025

Date of Award

December 2025

Degree

Doctor of Public Administration (D.P.A)

School

Management

Advisor

Sandra Mohabir-McKinley

Abstract

The inability of many small businesses to effectively use digital marketing is a critical challenge for small business owners. Small business owners who lack effective digital marketing strategies are at greater risk of facing failure. Grounded in the do-it-yourself (DIY) behavioral theory, this qualitative pragmatic inquiry was conducted to identify, analyze, and explore the effective strategies employed by small business owners in the development and implementation of effective digital marketing campaigns. The participants included six small business owners in the United States who have used DIY digital marketing strategies within their businesses. Data were collected using semistructured interviews. Thematic analysis revealed three themes: (a) development of DIY digital marketing strategies, (b) implementation approaches, and (c) metrics for assessing success. A key recommendation is that, despite challenges, DIY marketing can support professional and business growth, cost savings, and enhance brand control. Implications for positive social change that arise from these results include the potential to equip business owners with actionable insights to enhance their DIY digital marketing strategies, ultimately empowering them to navigate the digital landscape more effectively, leading to improved probability of business success.

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