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Social Media Technology Adoption by eCommerce Microbusinesses.

Record Type:	Language materials, manuscript : Monograph/item
Title/Author:	Social Media Technology Adoption by eCommerce Microbusinesses./
Author:	Harris, Walter Rawls.
Description:	1 online resource (106 pages)
Notes:	Source: Dissertations Abstracts International, Volume: 85-01, Section: A.
Contained By:	Dissertations Abstracts International85-01A.
Subject:	Web studies. -
Online resource:	click for full text (PQDT)
ISBN:	9798379961916

Social Media Technology Adoption by eCommerce Microbusinesses.
Harris, Walter Rawls.

Social Media Technology Adoption by eCommerce Microbusinesses. - 1 online resource (106 pages)

Source: Dissertations Abstracts International, Volume: 85-01, Section: A.

Thesis (D.B.A.)--Northcentral University, 2023.

Includes bibliographical references

The available information about microbusiness operations is sparse, given the size of each business employing five or less people. For this research, a sample of 25 microbusinesses was obtained to gather the subjective responses for two distinct questions regarding social media technology adoption. The problem was that digital marketing strategies were not easily defined for these small operations. The availability of a time and effort for a labor force to dedicate its efforts into a new aspect of marketing made many owners seem reluctant to adopt digital techniques. The purpose of this study was to examine the reasons and discover capabilities of the diverse group. Since each business is heavily reliant on each sale, it was imperative to uncover strengths and weaknesses regarding digital knowledge, skills, and aptitudes when it came to engaging technology, in general, and the possible connection between age, education, and exposure to applications as to the ease of utilization for digital marketing. A case study methodology was employed to perform exploratory qualitative research. Results gathered were then categorized for thematic analysis for relevancy toward the adoption of social media technology. The general results indicated a tendency to use social media in at least one aspect to promote the acquisition of new customers, dissemination of business events, and extend the abilities of marketing in a new way since the traditional method of shopping had been threatened because of pandemic related restrictions. Microbusiness owners typically were receptive to some type of social media adoption, even though the concept and application familiarity may have been nascent or unknown in the beginning. The need for survival outweighed most any unwillingness to proceed. The benefits of implementing a social media marketing campaign reaped rewards that ranged from fair to excellent, as reported from the responses of participants.

Electronic reproduction.
Ann Arbor, Mich. :
ProQuest,
2024

Mode of access: World Wide Web

ISBN: 9798379961916Subjects--Topical Terms:

1148502
Web studies.
Subjects--Index Terms:

Digital marketingIndex Terms--Genre/Form:

554714
Electronic books.

Social Media Technology Adoption by eCommerce Microbusinesses.
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