Date of Conferral



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


Business Administration


Ronald Hall


Implementing an effective social media marketing strategy campaign to engage customers and increase sales is a challenge for owners of small retail business owners The purpose of this multiple case study was to explore the social media marketing strategies owners of small retail businesses used to increase sales. The conceptual framework for this study was the social media marketing strategy theory. Data were collected from 5 small retail business owners in North Carolina through semistructured, face-to-face interviews and a review of company documents, websites, and social media sites. Data analysis through Yin's 5-step process of compiling, disassembling, reassembling, interpreting, and concluding data resulted in 3 emergent themes: social media engagement strategy, outsourcing strategy, and target market strategy. Owners of small retail businesses might benefit from the findings of this study to increase sales by understanding how to integrate a mix of social media marketing platforms, improve customer engagement, use third-party social media experts to improve advertising, and target customers using social media. The implications of this study for positive social change include the potential for small business owners to increase job opportunities, lower local unemployment rates, and improve local economic growth and stability.

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