Online Marketing Strategies for Increasing Sales Revenues of

Walden Dissertations and Doctoral Studies

Walden University
ScholarWorks
Walden Dissertations and Doctoral Studies Collection

2018
Online Marketing Strategies for Increasing Sales Revenues of Small Retail Businesses
Asia R. Lockett
Walden University

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Walden University
College of Management and Technology
This is to certify that the doctoral study by Asia Lockett
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. Robert Miller, Committee Chairperson, Doctor of Business Administration Faculty Dr. Denise Land, Committee Member, Doctor of Business Administration Faculty
Dr. Matthew Knight, University Reviewer, Doctor of Business Administration Faculty
Chief Academic Officer Eric Riedel, Ph.D.
Walden University 2018

Abstract Online Marketing Strategies for Increasing Sales Revenues of Small Retail Businesses
by Asia Lockett
MBA, Ashford University, 2013 BS, California State University Dominguez Hills, 2002
Doctoral Study Submitted in Partial Fulfillment of the Requirements for the Degree of Doctor of Business Administration
Walden University October 2018

Abstract Small retail business leaders use online marketing to connect with consumers and the community. The purpose of this qualitative multiple case study was to explore the strategies some small retail business leaders use to implement online marketing to increase sales. Data were collected from 4 small retail business owners who successfully used strategies to implement online marketing in California. The conceptual framework for this study was Rogers’s diffusion of innovation theory. Data collection techniques and sources were semistructured, face-to-face interviews, and review of public business documents, company websites, social media websites, and analytical tools. A thematic analysis of the data yielded 4 themes: social media platforms and strategies, online marketing strategies and challenges, online content strategies, and follow-up strategies. Business leaders of small retail organizations who want to increase revenue, remain competitive, overcome challenges associated with online marketing, and increase communication by implementing new technology might elect to align with the strategies identified in this study. The implications for positive social change include the opportunity for small retail business leaders to increase revenue while providing more job opportunities to benefit employees, employees’ families, and the community.

Online Marketing Strategies for Increasing Sales Revenues of Small Retail Businesses by
Asia Lockett
MBA, Ashford University, 2013 BS, California State University Dominguez Hills, 2002
Doctoral Study Submitted in Partial Fulfillment of the Requirements for the Degree of Doctor of Business Administration
Walden University October 2018

Dedication I would like to dedicate my study to my family, especially to my father, Richard. My father was there for me in every aspect of my journey by encouraging, motivating, and inspiring me to achieve the highest academic degree. I also dedicate my study to my children, Stephanie, Sean, and Summer, as they understood the time I spent researching and focusing on my doctoral study was a requirement, not an option.

Acknowledgments I thank God, who is the head of my life. Through Christ, all things are possible. I understand without prayer and the Lord by my side, I would not have completed this journey. I acknowledge my mother, Robyn; my grandmother, Alma; my husband, Steven; and my sister, Amber Elizabeth, who always reminded me God has control, and if this were easy, everyone would have a doctoral degree. I further acknowledge my Uncle Keith, Aunt Cathy, Uncle Gerald, and Aunt Cheryl (may her soul rest in peace) as their feedback, guidance, and support abetted in my progress. Acknowledgment also goes to my close friends, Tamara, LaMeikka, Ebony, and Bonny, who continuously inquired about my progress, read my study, provided feedback, and understood my lack of time for social activities over the past 3.5 years. My final acknowledgment is to the participants of this study, colleagues, classmates, Dr. Miller, and Dr. Land who provided constructive criticism, feedback, and numerous reviews of my study until final approval was obtained. I thank and appreciate all!

Table of Contents List of Tables ................................................................................................................. iv List of Figures................................................................................................................. v Section 1: Foundation of the Study.................................................................................. 1
Background of the Problem ....................................................................................... 1 Problem Statement .................................................................................................... 2 Purpose Statement ..................................................................................................... 3 Nature of the Study ................................................................................................... 3 Research Question ..................................................................................................... 5 Interview Questions................................................................................................... 5 Conceptual Framework ............................................................................................. 6 Operational Definitions ............................................................................................. 7 Assumptions, Limitations, and Delimitations............................................................. 8
Assumptions ........................................................................................................ 8 Limitations .......................................................................................................... 8 Delimitations ....................................................................................................... 9 Significance of the Study........................................................................................... 9 Contribution to Business Practice ........................................................................ 9 Implications for Social Change .......................................................................... 10 A Review of the Professional and Academic Literature ........................................... 10 Diffusion of Innovation ..................................................................................... 12 Social Media as a Tool in Business .................................................................... 18
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Social Media Marketing Strategies .................................................................... 24 Social Media Advancement Strategies in Business ............................................ 30 Transition ................................................................................................................ 35 Section 2: The Project ................................................................................................... 38 Purpose Statement ................................................................................................... 38 Role of the Researcher............................................................................................. 38 Participants.............................................................................................................. 40 Research Method and Design .................................................................................. 41 Research Method ............................................................................................... 41 Research Design ................................................................................................ 43 Population and Sampling......................................................................................... 46 Ethical Research...................................................................................................... 48 Data Collection Instruments .................................................................................... 50 Data Collection Techniques..................................................................................... 53 Data Organization Techniques................................................................................. 55 Data Analysis .......................................................................................................... 56 Reliability and Validity ........................................................................................... 58 Reliability.......................................................................................................... 58 Validity ............................................................................................................. 59 Transition and Summary ......................................................................................... 61 Section 3: Application to Professional Practice and Implications for Change................. 63 Introduction............................................................................................................. 63
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Presentation of the Findings .................................................................................... 64 Public Document and Online Site Review.......................................................... 64 Emergent Theme 1: Social Media Platforms and Strategies................................ 66 Emergent Theme 2: Online Marketing Strategies and Challenges ...................... 70 Emergent Theme 3: Online Content Strategies................................................... 74 Emergent Theme 4: Follow-Up Strategies ......................................................... 79
Applications to Professional Practice....................................................................... 86 Implications for Social Change................................................................................ 88 Recommendations for Action .................................................................................. 89 Recommendations for Further Research .................................................................. 92 Reflections .............................................................................................................. 94 Conclusion .............................................................................................................. 94 References .................................................................................................................... 97 Appendix A: Interview Protocol.................................................................................. 134 Appendix B: Public Business Document Review......................................................... 136
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