Social Media Marketing Among Small Retail Clothing Businesses

139 Pages·2017·0.55 MB·English

Walden University
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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
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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