Social Media Marketing Among Small Retail Clothing Businesses PDF
Preview Social Media Marketing Among Small Retail Clothing Businesses
Walden University ScholarWorks Walden Dissertations and Doctoral Studies Walden Dissertations and Doctoral Studies Collection 2018 Social Media Marketing Among Small Retail Clothing Businesses Irene Michel Abrons Walden University Follow this and additional works at:https://scholarworks.waldenu.edu/dissertations Part of theAdvertising and Promotion Management Commons, and theMarketing Commons This Dissertation is brought to you for free and open access by the Walden Dissertations and Doctoral Studies Collection at ScholarWorks. It has been accepted for inclusion in Walden Dissertations and Doctoral Studies by an authorized administrator of ScholarWorks. For more information, please [email protected]. Walden University College of Management and Technology This is to certify that the doctoral study by Irene M Abrons has been found to be complete and satisfactory in all respects, and that any and all revisions required by the review committee have been made. Review Committee Dr. Godwin Igein, Committee Chairperson, Doctor of Business Administration Faculty Dr. Scott Burrus, Committee Member, Doctor of Business Administration Faculty Dr. Annie Brown, University Reviewer, Doctor of Business Administration Faculty Chief Academic Officer Eric Riedel, Ph.D. Walden University 2018 Abstract Social Media Marketing Among Small Retail Clothing Businesses by Irene Abrons MBA, Keller Graduate School of Management, 2009 BA, Southwestern College, 1994 Doctoral Study Submitted in Partial Fulfillment of the Requirements for the Degree of Doctor of Business Administration Walden University January 2018 Abstract Social media marketing influences consumer trust in businesses, and trust accounts for about 37% of consumer purchasing decisions. The purpose of this multiple case study research was to identify the barriers to social media marketing that owners of small retail clothing businesses must overcome to be competitive. The conceptual framework was the technology acceptance model. Collected data consisted of company documents and semistructured interviews with 3 small retail clothing business owners in Chicago, Illinois, who had experience with social media marketing. Data analysis consisted of an open coding approach and member checking. The study revealed the small business owners who participated in this study had not experienced insurmountable barriers to their use of social media marketing. However, participants cited difficulties relating to the cost and time involved in social media marketing and the lack of suitable training. The 4 main themes that emerged relating to the perceived benefits of social media marketing were cost, convenience, ability to reach a large audience, and benefits relating to visual marketing. The study has implications for the success of the small business sector as well as the U.S. economy because data yielded insight into effective practice in social media marketing in the small retail clothing industry, as well as the types of barriers and difficulties that small business owners must overcome. This study has potential for social change because knowledge about the barriers to social media marketing could empower small businesses, especially in Chicago, to adopt strategies to overcome barriers, thereby remaining competitive and adding to the stability of small businesses as a significant source of jobs and economic growth. Social Media Marketing Among Small Retail Clothing Businesses by Irene Abrons MBA, Keller Graduate School of Management, 2009 BA, Southwestern College, 1994 Doctoral Study Submitted in Partial Fulfillment of the Requirements for the Degree of Doctor of Business Administration Walden University January 2018 Dedication I am dedicating this to my grandparents and parents who sacrifice so much for me to complete this journey. I love you. Acknowledgments I would like to thank my husband Mitchell, and son Marchello, for their support and sacrifice for me to complete this goal. I would also like to thank Dr. Godwin for stepping in to help me finish this task, I know it wasn’t easy. I would also like to thank Dr. Brodie Johnson and Dr. Annie Brown for supporting me in this journey. Your input and support to me is invaluable. Thank you all very much. TableofContents List of Tables .......................................................................................................................v Section 1: Foundation of the Study ......................................................................................1 Background of the Problem ...........................................................................................2 Problem Statement .........................................................................................................3 Purpose Statement ..........................................................................................................4 Nature of the Study ........................................................................................................5 Research Question .........................................................................................................6 Interview Questions .......................................................................................................7 Conceptual Framework ..................................................................................................8 Operational Definitions ..................................................................................................9 Assumptions, Limitations, and Delimitations ..............................................................10 Assumptions .......................................................................................................... 11 Limitations ............................................................................................................ 11 Delimitations ......................................................................................................... 12 Significance of the Study .............................................................................................13 Contribution to Business Practice ......................................................................... 13 Implications for Social Change ............................................................................. 13 A Review of the Professional and Academic Literature ..............................................15 TAM ................................................................................................................... 16 Small Business Marketing .................................................................................... 18 Social Media Marketing ........................................................................................ 27 i Perceptions of Social Media Marketing in Small Businesses ............................... 50 Summary ............................................................................................................... 54 Transition .....................................................................................................................56 Section 2: The Project ........................................................................................................58 Purpose Statement ........................................................................................................58 Role of the Researcher .................................................................................................59 Participants ...................................................................................................................59 Research Method and Design ......................................................................................61 Research Method .................................................................................................. 61 Research Design .................................................................................................... 61 Population and Sampling .............................................................................................65 Ethical Research ...........................................................................................................67 Data Collection Instruments ........................................................................................68 Data Collection Technique ..........................................................................................69 Interviews .............................................................................................................. 70 Existing Resources ................................................................................................ 71 Social Media ......................................................................................................... 72 Internal Data .......................................................................................................... 73 Data Organization Technique ......................................................................................74 Data Analysis ...............................................................................................................75 Interviews .............................................................................................................. 76 Social Media ......................................................................................................... 77 ii Existing Resources ................................................................................................ 77 Internal Data .......................................................................................................... 78 Individual Case Report ......................................................................................... 78 Cross-case Comparison ......................................................................................... 79 Reliability and Validity ................................................................................................79 Reliability .............................................................................................................. 79 Validity ................................................................................................................. 80 Transition and Summary ..............................................................................................82 Section 3: Application to Professional Practice and Implications for Change ..................83 Introduction ..................................................................................................................83 Presentation of the Findings .........................................................................................86 Perceived Benefits of Social Media Marketing .................................................... 86 Use of Social Media Tools .................................................................................... 90 Social Media Marketing Strategies ....................................................................... 95 Barriers and Limitations ..................................................................................... 101 Applications to Professional Practice ........................................................................104 Implications for Social Change ..................................................................................106 Recommendations for Action ....................................................................................107 Recommendations for Further Research ....................................................................109 Reflections .................................................................................................................110 Conclusion .................................................................................................................112 References ........................................................................................................................114 iii
Description:The list of books you might like
