Marketing strategy in public finance, Summaries of Business Finance

Download Marketing strategy in public finance and more Summaries Business Finance in PDF only on Docsity! Walden University ScholarWork s Walden Dissertations and Doctoral Studies Walden Dissertations and Doctoral Studies Collection 2018 Online Marketing Strategies for Increasing Sales Revenues of Small Retail Businesses Asia R. Lockett Walden University Follow this and additional works at: https://scholarworks.waldenu.edu/dissertations Part of the Business Administration, Management, and Operations Commons, and the Management Sciences and Quantitative Methods 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 contact ScholarWorks@waldenu.edu. 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 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! 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 iii List of Tables Table 1. Frequency Table of Developed Themes..............................................................65 Table 2. Online Platforms Used by Participants to Advertise Products............................67 Table 3. Company’s Number of Followers on Each Social Meidal Platform...................75 iv List of Figures Figure 1. Word cloud with recurring terms from semistructured interviews...................65 Figure 2. Diagram of participant follow-up strategies.....................................................80 v 3 by online marketing, which resulted in a loss of opportunities in online markets (Cesaroni & Consoli, 2015). The general business problem was that small retail business leaders encounter difficulty using online marketing to increase the quality of communication with customers and to increase derivative sales. The specific business problem was that some small retail business leaders lack strategies to implement online marketing to increase derivative sales. Purpose Statement 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 derivative sales. The target population included business leaders from four small retail businesses in California who I selected because they had successfully implemented online marketing strategies to increase derivative sales. The implications for positive social change included the potential for business leaders to provide job opportunities for the public. Nature of the Study I selected a qualitative method as the approach for this study. The qualitative method was appropriate to understand the techniques small retail business leaders use to create and apply online marketing into business plans. Using the qualitative method aided in identifying the online marketing strategies small retail business leaders use to increase derivative sales by uncovering communication strategies and branding methods. In this study, the goal was to explore the successful practices of small retail business leaders’ 4 online marketing, identify relevant implementation issues, and assess the effectiveness of the use of online technology in retail business settings. Researchers use the qualitative method to explore a phenomenon and to understand the perspectives of the participants (Yin, 2014). The quantitative research method would not have been a beneficial approach to this study. In quantitative research, statistical data are analyzed and examined for relationships or differences among variables (Cokley & Awad, 2013). Therefore, I did not use the quantitative research method. In comparison, the use of a mixed-method design explores both qualitative and quantitative methods to examine the phenomenon (Hesse-Biber & Johnson, 2013). I did not select a mixed-method design for this study because the collection of both qualitative and quantitative data was not required by the research question or aim of the study. There were many qualitative designs to consider; however, other designs were not beneficial for the research in this study. Researchers use a phenomenological design to explore, describe, and analyze the meaning of individuals’ experiences (Marshall & Rossman, 2016). A phenomenological design was not selected for this study as the views of individuals were not required to understand the phenomena. Narrative research is storytelling presented by participants with real-life experience (Wang & Geale, 2015). The use of a narrative approach is a complex methodology, and the analysis of storytelling was not required to complete this qualitative study. Ethnography is a field- based study to understand social interactions, behaviors, and perceptions in detail (Yin, 2014). The focus of this study was not to explore individual group practices; therefore, an ethnographic method was not appropriate. 5 A multiple case study was the qualitative design I employed in this study. A multiple case study inquiry is beneficial for interacting with participants and for personal observation to understand the phenomenon from different viewpoints as opposed to an ethnographic study, phenomenological study, or narrative inquiry designs (Yin, 2014). A multiple case study design provided me with an in-depth understanding of the requirements and decisions small retail business leaders apply to implement online marketing procedures. The use of a multiple case design permits researchers to ask the appropriate open-ended questions, explore the modern marketing phenomenon, and develop a rapport with participants (Cronin, 2014; Yin, 2014). A qualitative multiple case study approach was an appropriate methodological selection for this study because it allowed me to explore the circumstances and conditions of using online marketing strategies to grow a business successfully (see Yin, 2014). Research Question The overarching research question that guided this study was: What online marketing strategies are used by small retail business leaders to increase derivative sales? I developed interview questions for the study based on this research question. Interview Questions 1. What online marketing strategies have you implemented to increase derivative sales? 2. What motivated you to start using an online marketing strategy? 3. What are the obstacles you encountered while developing and implementing online marketing strategies? 8 Social media marketing: Marketing specifically designed for dissemination over websites through social interaction that creates accessible and scalable publishing techniques (Constantinides, 2014). Traditional marketing: Product placement and promotion by using printed ads and commercials (Banica et al., 2015). Web 2.0: A group of Internet-based applications built on the ideological and technological foundations allowing the creation and exchange of user-generated content (Keegan & Rowley, 2017). Assumptions, Limitations, and Delimitations Assumptions The assumptions for this qualitative research study were outside influences beyond the researcher’s control. Assumptions are accepted as accurate given the study population and can affect the inferences drawn from the study (Lynch & Welch, 2014; Marshall & Rossman, 2016). Assumptions should help researchers and practitioners identify applications and answer the research question (CITE). No certainty exists that assumptions develop relevant statements to explain the phenomenon in a study (Gill, 2014). The assumptions I held in this study were: (a) participants were truthful with all responses to interview questions, (b) data collected from interviews provided sufficient feedback for data saturation, and (c) participants provided real-life experiences. Limitations Limitations derive from the conceptual framework and the design of the study (Marshall & Rossman, 2016). Limitations are out of the researcher’s control and are 9 potential weaknesses in the study (Guetterman, 2015). I identified two limitations in this study. First, it was possible that participants were not honest and forthcoming in their responses to the interview questions required for data collection. Second, participants were small retail business leaders in California, and results might differ in other states. Delimitations Delimitations are defined as boundaries of the study within the researcher’s control (Marshall & Rossman, 2016). In this multiple case study, the three delimitations were: (a) participants were small retail business leaders, (b) the specific geographic area in California, and (c) participants needed to have a minimum of 6 months of experience using online marketing. Delimitations may have impacted the findings of this study by providing unforeseen factors beyond the researcher’s control. Significance of the Study The findings of this study might be valuable to small retail businesses by providing information demonstrating the potential importance of online marketing. The results from this study reveal successful online marketing strategies that could be used to aid in purchasing decisions and the creation of relationships between small retail businesses and consumers. Researchers have discovered business leaders who create an online presence can benefit from free media, continue to generate sales, and improve local economies (Sheng, Amankwah-Amoah, & Wang, 2017). Contribution to Business Practice The results of this study might contribute to effective business practices by providing pragmatic marketing approaches beneficial to small retail business leaders for 10 increased sales revenues. Using online marketing strategies offers business leaders access to new markets with improved communication to customers and the identification of emerging trends within the economy (Corley, Jourdan, & Ingram, 2013). Online marketing strategies are cost-effective and increase the growing importance of the social media presence (Corley et al., 2013). Online marketing is a pervasive strategy for increasing sales leading to more revenue for businesses, and more visibility to products and services further increases sales (Erdur, 2016). Implications for Social Change The results of this study may contribute to positive social change by providing small retail business leaders with an understanding of successful strategies for online marketing. Business leaders might gain an understanding of strategic processes for online marketing to improve sales. By adopting new methods of selling and communicating, small retail business leaders’ online presence could increase the probability of long-term growth, increase exposure, and attract new customers. The implications for positive social change include the opportunity for small retail business leaders to increase revenue while providing job opportunities to benefit employees, employees’ families, and employees’ communities. A Review of the Professional and Academic Literature The purpose of this qualitative multiple case study was to explore successful online marketing strategies by small retail business leaders. The overarching research question for this study was: What online marketing strategies are used by small retail business leaders to increase derivative sales? To address this research question, I 13 the user perceives benefits or improvements upon existing technology by adopting an innovation; (b) compatibility, the area the innovation aligns with the end-users’ values and habits; (c) complexity, the degree to which the innovation is perceived; (d) trialability, the ability of an innovation to be placed on trial without total commitment and with minimal investment; and (e) observability, the extent to which members of the targeted social system notice the given change (Dibra, 2015; Ma, Lee, & Goh, 2014; Zhang, Yu, Yan, & Spill, 2015). In agreement with Rogers’ diffusion theory, Degerli, Aytekin, and Degerli (2015) explained that individuals differ in their willingness to adopt a new idea or product. People are hesitant to make a change, and the process of innovation can be challenging; hence, those who are innovative appreciate the process and are usually the first to embrace any current innovation (Raynard, 2017). Diffusion of innovation can be negative or positive depending on the nature of the innovation (Raynard, 2017). Although standard theories reflect technological enhancement, the diffusion of innovation theory provides information about the stages of prediction, modeling, and decision making to adopt or reject technology (Gayadeen & Phillips, 2014). One aspect of technology concentrates on applied innovation research as well as how components can be used interchangeably (Aizstrauta, Ginters, & Eroles, 2014). The innovator uses the diffusion of innovation and transfers ideas to adopters (Caiazza & Volpe, 2017). Multiple steps occur before new products, practices, or ideas are accepted (Jahanmir & Lages, 2016). By using the diffusion of innovation theory, small business leaders can implement system-wide changes to increase results for company development 14 (Dearing, 2009). The diffusion of innovation theory does not offer actual vicissitude but instead arises from innovators’ developed platforms (Frattini et al., 2014). The objectivity of a diffusion model represents the level of an innovative idea among a given set of prospective adopters (Andergassen, Nardini, & Ricottilli, 2017). Whereas, anticipated technological innovation consequences create uncertainty in the minds of potential adopters (Rogers, 2003). Aizstrauta et al. (2014) asserted that different approaches to diffusion of innovation are identified through various perspectives. Therefore, the diffusion of innovation is specific to leaders’ requirements and organizational goals. Zhang et al. (2015) discovered four core determinants of success which integrate: (a) communication channels, (b) innovation characteristics, (c) adopters’ components, and (d) the social system. Zhang et al. furthermore conveyed interpersonal communication and mass media as channels used by individuals to understand information about new technologies. Innovators and early adopters were members of the social system (Pickles, Barrientos, & Knorringa, 2016). Innovators represented approximately 2.5% of the social network and were among the first adopters (Lichtenthaler, 2016). Innovators possessed the capability to comprehend and apply sophisticated technical knowledge to help establish internal innovation from an external social system (Pickles et al., 2016). Thus, potential adopters were influenced to embrace products via internal and external forces using the diffusion theory (Zolait, 2014). Al-Hakim and Lu (2017) used diffusion of innovation as a baseline theory and noted that many attributes determine a given innovation’s adoption, including 15 compatibility, complexity, relative advantage, and observability (Al-Hakim & Lu, 2017; Pelc, 2014). Pelc (2014) posited that the diffusion of innovation theory has been well investigated and used to explore and determine factors influencing the adoption of a given innovation or new technology. The theory illustrates an explanation about why, how, and at what rate new insights of technology spread (Rogers, 2003). Askarany (2016) postulated that the diffusion theory supports other institutional and economic methods and reveals innovation with its relative benefits to adopters, values, and regulations. In the diffusion of innovation theory, there are considerable impacts on the acceptance and dissemination of innovations among members of a social group; nevertheless, Askarany implied diffusion of a given innovation follows various ideologies. Byambaa, Janes, Takaro, and Corbett (2015) reinforced the diffusion of innovation theory to include the attributes, compatibility, complexity, and relative benefits used to determine a critical action to improve an innovation’s adoption. Byambaa et al. determined that the diffusion of innovation theory is an essential, all- encompassing, theoretical framework to plan as well as execute given adoption strategies and operations to identify business technological challenges. Organizational leaders may create a competitive advantage by enhancing the rate of adoption of new technology (Bashir, Yousaf, & Wani, 2016). Knowledge of the diffusion of innovation theory further demonstrates how business leaders utilize various tools and available resources under specific scenarios to innovate while maximizing profits. Bashir et al. (2016) further postulated that most technological improvements necessitate suppliers to become proactive in their approaches. Zolait (2014) implied there 18 would strengthen the possibility of employees’ long-term commitment to the company. After implementation, Johannes et al. surveyed each employee and confirmed modification of office technology increased employee morale and decreased turnover rates. Business leaders should address new ideas, develop methods for implementation, and meet the needs of employees to grow the organization (Kiwanuka, 2015). Diffusion theory framework explores the change process and incorporates elements of innovative ideas (Scott & McGuire, 2017). Marketers might experience challenges from those not receptive to change when applying the diffusion theory (Rogers, 2003). Furthermore, the adoption process begins when a user accepts the innovation and ends when the desire has ceased (Scott & McGuire, 2017). Users evaluate a product or concept and decide if moving forward is the best decision. The diffusion of innovation theory helps small retail business leaders implement new ideas, increase communication channels, and present strategies to market new products successfully (Zhang et al., 2015). Social Media as a Tool in Business Social media is a communication tool. The Internet phenomenon of social media marketing allows small retail business leaders to incorporate Internet communication in their business plans and has become a platform for advertising (Cant & Wiid, 2016). Online communication is significantly different from traditional marketing and has become one of the most critical aspects of a company (Kozlenkova, Palmatier, Fang, Xioa, & Huang, 2017). Nobre and Silva (2014) reported that online communication assists the branding efforts of small business leaders with a technological structure and 19 platform. The results of their study provided insight on Internet sites such as Facebook, LinkedIn, Twitter, and YouTube. These Internet sites are highly used by businesses to promote the companies’ brand awareness, increase consumer connections, and reach millions of users synchronously. The development of second-generation, Internet-enabled applications, specifically Web 2.0, was a significant development in business online communication concepts (Atwong, 2015). Researchers have found that the Internet creates a need for balancing priorities and contributing to successful advanced marketing strategies in small businesses (Boling, Burns, & Dick, 2014; Caruth, 2016). Online communication is an essential tool to help business leaders succeed with online sales (Jones et al., 2015). Social networking offers small business leaders substantial communication benefits, empowers purchasers, and reduces marketing costs (Boling et al., 2014; Leventhal & Swanson, 2016). According to Wang, Pauleen, and Zhang (2016), businesses who established social media accounts were gaining prominence within the retail industry. Jones et al. (2015) implied that using social media as a tool can target more customers effectively and is intended to reach multiple audiences. Bolat, Kooli, and Wright (2016) recommended innovative marketing techniques and forums for small businesses to aid with increased sales and other ideas, including how to reduce costs and improve profits when marketing online. Bolat et al. also provided an in-depth analysis of the benefits online media can offer SMEs such as flexible communication and positive financial performance. Although some organizations rely on social networking to brand and enhance the selling of products, other innovative resources are required to solve 20 problems when marketing online (Boughzala, 2016). Participating in high-level social media activities grants small retail business leaders the opportunity to deliver strategies and innovative marketing techniques to remain competitive (Oyza & Edwin, 2016). Business leaders use social networking to communicate with audiences in various demographics. The utilization of web-based social networking innovations enables organizations to take part in two-way correspondence and attain broader audiences (Icha & Agwu, 2015). According to Kennedy (2016), the leadership’s ability to communicate with a community directly impacted the organization’s name. Kennedy further stated that the views of social media communication are egocentric, selective, colloquial, open, and supportive. The implementation of social networking offers leaders the capability to share their internal activities and decisions with consumers not regularly accessed (Kotni, 2017; Kucuk, 2016). Huarng and Roig-Tierno (2016) implied the ubiquity of online networking measures is a beneficial approach to connecting a business’s name, forming valuable relationships, and obtaining business partners. Huarng and Roig-Tierno discussed the involvement of innovation activities within business networks as relevant factors in financial performance. Moreover, business leaders should invoke online correspondence and develop online partnerships to increase sales (Kennedy, 2016; Maman Larraufie, 2014). Some companies employ web-based social networking as an approach to communicate with groups, buyers, and partners. Li and Kannan (2014) conducted a field study to provide managers with insight into the importance of online communication and how different methods channel through each other. Employing online networking was 23 Nevertheless, Toombs and Harlow (2014) conveyed small firms should not deviate from using social media or blogs as these tools are significant for rapid growth in an online community. In contrast, research conducted by Parida, Lahti, and Wincent (2016) noted disadvantages with some small retail business leaders online advertising strategies are lack of credibility, lack of consumer trust, and lack of experience. Upon completion of the research, Parida et al. confirmed disadvantages would decrease as businesses gain credibility with consumers. The implementation of social media renders small retail business leaders a chance to create ideal opportunities and facilitate brand connection with potential customers (Snelson, 2016). Social media platforms, such as, YouTube, Facebook, and Twitter are used to win the trust of potential and existing customers (Todor, 2016). Entrepreneurs are taking advantage of copious social media opportunities and are starting to execute new social media programs at a higher rate. Global firms recognize social media marketing as a reliable marketing channel with innovations utilized in advertising campaigns. Taneja and Toombs (2014) indicated small commercial leaders are currently applying social media marketing to enhance business viability, sustainability, and visibility. According to Murphy (2017), small firms must compete, strengthen awareness, and focus on attracting more consumers to procure goods and services in an online community. Cheng, Lourenco, and Resnick (2016) stated small businesses tend to observe marketing activities as unnecessary and perceive online marketing as costly. In contrast, online marketing is not costly, exceeds boundaries, and delivers goods and services to Internet users from various demographics (Layton, 2014). Overall, social media marketing has 24 four key advantages: (a) direct response, (b) personal communication, (c) tangibility, and (d) reaching specific audiences (Yasmin, Tasneem, & Fatema, 2015). As discussed in this section, knowledge of online marketing trends is helpful to provide entrepreneurs a platform for increasing brand awareness, connecting with consumers and enhancing business sustainability. Social media is an online platform used by business leaders to market products, market services, and manage customer relationships (He, Wang, Chen, & Zha, 2017). Understanding the benefits of social media tools will help business leaders increase return on investment, promote content, and improve business performance. Drummond, McGrath, and O’Toole (2018) suggested the impact of social media tools extend virtual communication platforms and provides resources to enhance relationships and develop business relationships. Use of social media is a powerful business tool with opportunities and benefits to businesses. Social Media Marketing Strategies Social media marketing is a beneficial distribution channel to end-users (Van den Eijnden, Lemmens, & Valkenburg, 2016). According to Ceric, D’Alessandro, Soutar, and Johnson (2016), beneficial social media marketing strategies include learning how to access new markets, how to access various demographics, and how to use virtual storefronts. Popa (2015) indicated the social media engagement is the newest, most efficient, and eminent means of conducting business and has gained popularity over time. Moreover, social media is indispensable for companies and individuals (Popa, 2015). Social media marketing is used by organizations to obtain additional consumers and to increase brand awareness. Keegan and Rowley (2017) conducted a study to evaluate 25 strategies and challenges business leaders encounter when increasing social media marketing advertising. The study implied social media marketing is a new stage of engagement and networking requires useful analytical tools (Keegan & Rowley, 2017). The lack of engagement or proper tools creates challenges for business leaders to implement an online marketing platform (Keegan & Rowley, 2017). The study further suggested new networking opportunities for marketing practitioners and developing an online site for the organization is one of the most challenging methods. Implementing social media marketing is a strategic decision-making process, and marketers should engage business leaders during the development process. According to Blasco, Moliner-Velazquez, Servera-Frances, and Gil-Saura (2016), companies use the Internet to advertise merchandise, obtain ideas, and collect data. The Internet also permits businesses to sell products online rapidly and efficiently (Durmaz & Efendioglu, 2016). Perez-Danielescu (2014) posited social media marketing advertising has become more efficient as technology advances and grants small retail business leaders the opportunity to advance the business while capitalizing on emerging and social trends. SMEs mirror online marketing techniques to gain a competitive edge against rivals and to attract new partners (Dahnil et al., 2014). Researchers have explored how beneficial social media marketing is for both retailers and consumers. According to Wu, Wen, Dou, and Chen (2015), online marketing relies heavily on consumer creativity and the effectiveness of the marketing tools for the retailer. For example, in 2017, global e- commerce sales attributed to 2.3 trillion U.S. dollars, with an estimated increase of 7.4% in 2018 (McNair, 2018; Verma, Sharma, & Sheth, 2016). The increase in online retail 28 to measure the effectiveness of social media advertising adequately (Taherdoost & Jalaliyoon, 2014). The effects, beliefs, and concerns toward measuring the success of online advertising were assessed and determined “likes” or “follows” have an impact on increased sales and social media presence is beneficial to small retail businesses (Mir, 2015; Yasmin et al., 2015). The online setting is a tool used to share innovative marketing strategies (Oyza & Edwin, 2016). The examination affirmed Rogers's (2003) diffusion of innovation theory concerning the rate of selection of innovations. The prospects and trials of utilizing web- based social networking advertising procedures in business associations are factors small retail business leaders must consider with web-based social networking tools. McArthur, Weaven, and Dant (2015) stated the reception of social media advertising and information detours business leaders from applying the innovation, integrating technology, and continuing online partnerships. Advertising experts in organizations are using online communities to support positive change, create a platform to assist innovators with additional advertising procedures, and develop strategies for future use (Lim, 2015). Constantinides (2014) discussed why business leaders need to actualize systems to attract the planned target group of buyers. Constantinides further emphasized the high application of social media advertising will increase consumer trust and drive direct sales. According to Bleier and Eisenbeiss (2015), trust in a retailer helps consumers to believe their data is in safe hands and alleviated privacy concerns, which in return increased purchase decisions. Yakhlef (2015) suggested gaining customer trust which includes 29 specific factors the retailer cannot control. Yakhlef proposed online retail environments invoke emotional aspects of experiences, which shape a customer’s retail experiences and determines the chances of a customer’s future purchases. Positive customer experience is a fundamental approach to sustaining trusting relationships. However, the spatial relationship between the retailer and consumer supports continuous transactions. Building relationships are an effective strategy to promote communication and value in small retail businesses (Popa, 2015). The literature on the experiences of marketers adopting social media for marketing strategies is limited; however, some academic studies revealed that marketers are pleased with social media marketing experiences, customer engagement, and the increase in sales after implementation (Constantinides, 2014). Marketing on the Internet offers proportionate avenues for promotion, product branding, and brand loyalty. Small retail businesses improved sales with consumer engagement and management interaction (Smith & Barrett, 2016). Management development activities aided in the success of the business and engaged managers in the implementation phases of online marketing (Keegan & Rowley, 2017). Small retail business leaders who aim to increase success rates should make technological changes, appeal to target markets, participate in online forums, and develop appealing websites for products and services (Ceric et al., 2016; McCann & Barlow, 2015). Social media marketing is mandatory in today's fast-growing network of activities across the world and is a simplified approach to progression (Faisal, 2016). According to Nunan, Sibai, Schivinski, and Christodoulides (2018), the impact of social media marketing influences customer satisfaction and is notable for identifying 30 diverse opportunities to increase sales. Furthermore, the perception of online marketing strategies is essential avenues of communication across business channels (Iankova, Davies, Archer-Brown, Marder, & Yau, 2018). In summary, strategies connecting the creation and sharing of content online will help business leaders achieve branding goals and improve communication with audiences. Social Media Advancement Strategies in Business Small retail business leaders lack resources to advance in technology for increased opportunities on the Internet. Without the proper tools, small retail businesses encounter barriers, which decrease online marketing opportunities. The capabilities of a company often determine the success of the organization (Ragab, 2016). Alford and Page (2015) stated that small businesses use Web 2.0 to possess sustainable competitive advantages. Alford and Page further postulated minimal marketing techniques center on technology barriers, action research, financial limitations, and lack of Web 2.0 experience. Ragab (2016) postulated small business leaders encounter high IT adoption failure rates because of lack of knowledge, culture, and resources. Chong, Li, Ngai, Ch’ng, and Lee (2015) explored the challenges organizations encounter globally in marketing and the constant changes in customer satisfaction. Five challenges business leaders encounter are effect, endorsement, acknowledgment, affiliation, and brand consistent quality (Chong et al., 2015). Coincidentally, online marketing methodologies increase branding opportunities by adjustment of procedures and intensified strategies (Boughzala, 2016). In the research study, Boughzala (2016) noted that leaders should plan web-based social media efforts to create income and to build branding for increased 33 Valuable objectives of web-based networking are to follow consumers who make positive assessments on sites like Twitter and Facebook and comprehend the clients motivations for using social networking as a discussion platform (Sandes & Urdan, 2013). Entrepreneurs can participate in online advertising but should express caution when diffusing commentary. The presence of other customers’ opinions impacts buying decisions. According to Rosario et al. (2016), EWOM allows consumers to offer information concerning services, brands, and goods to other consumers via the Internet through the use of tweets, reviews, and blog posts. The more consumers review a product online, chances are improved that other consumers become aware of the product’s existence (Roy, Datta, & Basu, 2017). The repetition of the message through EWOM attracts consumers’ attention to the topic of interest and increases interaction with businesses (Perez-Danielescu, 2014). Amblee and Bui (2014) indicated EWOM had gained attention and strength among marketers over the last 5 years because it is free media among consumers and businesses. Huete-Alcocer (2017) posited marketers seek and encourage consumers to deliver EWOM positively as it motivates individuals to make purchases expeditiously. Tariq et al. (2017) discovered EWOM influenced the purchase intentions among consumers, revealing EWOM has a positive and significant effect of increasing brand awareness. In a study by Erkan and Evans (2016), online advertising created a need for an efficient feedback mechanism to facilitate the exchange as well as storage of EWOM. As noted, EWOM serves as a reputation system allowing customers to communicate through discussions and review of ratings online. Findings revealed EWOM is a powerful 34 marketing instrument and provides diverse communication platforms. Conversations on EWOM platforms are credible, useful, truthful, and practical implications about consumers’ purchase experiences (Erkan & Evans, 2016). Approximately 60% of the private employment sector is small retail businesses whose leaders contribute to innovative marketing and economic development (Asunka, 2016). Molinillo and Japtura (2017) expressed creativity and innovation are required to implement specific strategies for continued success. Cheng and Liu (2017) classified innovative technology as the core for small businesses and business leaders who choose to invest in technological strategies have advantages over competitors. Additionally, Moon and Lee (2014) emphasized consumers make decisions based on the simplicity and convenience. Organizations integrate social media applications such as social networking sites and blogs as a marketing strategy and effective means to engage and communicate with a target audience or market (Felix, Rauschnabel, & Hinsch, 2017). Moreover, small firms are encouraged to consider a broader approach to customer relationship management, which has the potential of creating value for consumers by allowing collaborative experiences (Seo & Lee, 2016). In addition to broader approaches to customer relationship management, implementing social media marketing strategies in businesses can improve organizational performance, optimize strategic management discussions, and increase opportunities among diverse demographics (Archer-Brown & Kietzmann, 2018; Kumar, 2018). In summary, social media marketing emerged as an integral aspect of many businesses’ marketing strategies. The concept of social media use serves as an undeniably 35 essential tool used to market to the general population and serve as a simplified approach to analyze consumer reactions (Constantinides, 2014; Hajli, 2014). Furthermore, social media improves the level of engagement with consumers, targets appropriate markets, and develops communication between small retail businesses and consumers. The literature uncovered an array of topics such as company engagement; marketing strategies; advantages of online marketing; benefits of using Facebook, Twitter, and other web-based social networking sites; and benefits of EWOM. Chong et al. (2015) asserted that the goal of online networking is to showcase products or services and use the Internet as a platform to increase brand awareness and revenue. Furthermore, the use of online networking strategies can help increase revenue, generate website traffic, and appeal to new audiences (Lee, Er, Kim, Li, & Palmatier, 2018). Transition The assessment of literature in this study included a review to answer the overarching research question of what online marketing strategies were used by small retail business leaders to increase derivative sales. The literature review included information on the diffusion of innovation theory, social media use in business, the value of social media marketing strategies, and social media advancement strategies in the retail industry. Small business leaders should apply online marketing strategies to increase derivative sales, to foster communication, and to engage consumers. Small retail businesses might achieve sustainability when applying the diffusion of innovation theory to online marketing strategies. Moreover, business leaders may use this literature review 38 Section 2: The Project Section 2 includes detailed explanations of the plan I will follow to explore and understand online marketing strategies that small business leaders in retail companies use to increase derivative sales. Section 2 will provide information about the project, the researcher’s role, participants, research method, and research design. Section 2 will also include specific information relating to the population, sampling method, data collection, ethical research issues, and the reliability and validity of the study. Purpose Statement 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 derivative sales. The target population included business leaders from four small retail businesses in California who I selected because they had successfully implemented online marketing strategies to increase derivative sales. The implications for positive social change included the potential for business leaders to provide job opportunities for the public. Role of the Researcher The role of the researcher is vital to the data collection process. In qualitative research, the researcher accesses the thoughts and experiences of the participants (Sutton & Austin, 2015). Furthermore, the researcher is responsible for being competent, open, honest, and explaining the study without biasing participants (Sutton & Austin, 2015). According to The Belmont Report, researchers must be ethical and follow the guidelines established to protect the research participants (National Commission for the Protection 39 of Human Subjects of Biomedical and Behavioral Research, 1979). My role as the researcher in this study was to interview four small retail business leaders from four companies, collect and analyze data from them, and maintain their confidentiality throughout the interview process. Sutton and Austin (2015) stated that researchers should reflect positions and articulate subjectivities to avoid confirmation bias when conducting research. Confirmation bias may occur at any phase of research, and the researcher must establish a comparison case to seek out similarities and differences across accounts to ensure different perspectives are represented (Noble & Smith, 2015; Sutton & Austin, 2015). To preserve subjectivity, researchers must be reflexive during the interview process (Durmaz & Efendioglu, 2016). Assumptions about motivations and influences are developed through a cultural lens and create cultural bias (Boddy, 2016). To mitigate cultural bias, researchers must display genuine respect for participants and be cognizant of cultural assumptions (Roulston, 2016). Researchers must also understand marketing strategies and consumer perceptions are culturally bound (Kastanakis & Voyer, 2014). I provided consideration to various cultural differences and what is considered acceptable within diverse cultures to participants to circumvent cultural bias. The utmost respect was provided to participants by actively listening, not providing an opinion, and keeping a log with written notes to avoid possible cultural bias during this phase. Yin (2014) stated that to ensure data addresses the initial research question, the use of an interview protocol is necessary. For this research, I used an interview protocol 40 (see Appendix A) to conduct interviews. Semistructured interviews did not begin until approval from Walden University’s Institutional Review Board (IRB) was granted. I conducted semistructured interviews with participants to obtain the strategies they used to implement online marketing. The participants’ information was kept private and confidential. Password encryption on my computer protected the collected electronic data, and a personal, locked safe protected the collected nonelectronic data. All transcripts will be held for a minimum of 5 years and then discarded. Participants The target population was business leaders from four small retail businesses in California who I selected because they had successfully implemented online marketing strategies to increase derivative sales. For this study, eligible individuals were business leaders with a minimum of 5 years of experience at small retail businesses in California with less than 30 employees. Participant recruitment is vital to the success of a research study, and yet many research projects fail to recruit a sufficient number of participants (Newington & Metcalfe, 2014). The participants I selected were in executive management at their companies, had the qualifications and experiences required to answer the research question, and had over 6 months of experience in the position. Acquiring participants is an essential step in conducting research (Grossoehme, 2014). In qualitative studies, some populations are more difficult to access than others (Newington & Metcalfe, 2014). To access populations, researchers use multiple strategies to recruit participants for a study (Yin, 2014). In this study, I used a purposeful sampling technique to ensure the inclusion of proper participants. Yin (2014) recommended 43 breadth and depth of understanding (Palinkas et al., 2015). According to Ozawa and Pongpirul (2014), mixed methods are primary when social, economic, and cultural contexts are essential to assess the performance. A mixed-method approach did not align with my goals for this study because only qualitative data were necessary to answer the research question, not both qualitative and quantitative. Research Design I used a multiple case study design in this study to collect and analyze data to explore the phenomenon under study. The multiple case study design addressed the how and why research question. Hyett, Kenny, and Dickson-Swift (2014) emphasized that researchers should use multiple case study designs in certain contexts to collect and analyze data. Case study design involves exploring the phenomenon within a contemporary setting to answer the research question (Dumez, 2015; Garcia, 2014). According to Yin (2014), a case study can be exploratory, explanatory, or descriptive. Researchers use multiple case studies to gather sources and to collect data (Hancock & Algozzine, 2016). A multiple case study design can be used to conduct semistructured interviews with individuals involved in a specific area of business (Zieba, Bolisani, & Scarso, 2016). For example, an exploratory case study by Runfola, Perna, Baraldi, and Gregori (2017) used semistructured interviews to determine how business journals influence decisions. The multiple case study method was appropriate for this study because it assisted my understanding of the techniques small retail business leaders use to apply online marketing to business plans, by exploring patterns of similarity and different strategic approaches. 44 Researchers use multiple case studies to seek answers to and understand complex experiments (Garcia, 2014) and to gather sources and collect data (Hancock & Algozzine, 2016). A multiple case study design discloses the relationship between events as perceived by the participants in the study (Marshall & Rossman, 2016). Ponelis (2015) conducted a multiple case study to understand information systems in SMEs. A multiple case study design corresponded with the purpose of this study and was the most appropriate design to employ for this study. Phenomenological research differs from other modes of qualitative inquiry because the researcher attempts to understand the essence of a phenomenon from the perspective of participants who have experienced it (Gill, 2014). Using a phenomenological method might cause an eidetic generalization as opposed to an empirical generalization (Englander, 2016). The goal of phenomenologists is to obtain the dimensions of human experiences and how groups of individuals share the same experiences (Pell, Kuang, Viboud, & Chowell, 2016). A phenomenological approach did not correspond to the overarching research question in this study. Furthermore, business leaders answered specific, open-ended, online marketing strategy questions through semistructured interviews; consequently, I did not use a phenomenological design in this study. Ethnography is a qualitative research design that focuses on the culture of people at a place or institution (Hamilton, 2015). Ethnographic researchers provide insight into experiences of daily life such as political, economic, and social dynamics (Jamshed, 2014). Researchers who use this approach provide data sources to reach triangulation 45 (Vernon, 2015). I did not select an ethnographic design for this study because the focus was not to explore the practices of a group of individuals. Narrative research is storytelling presented by participants with real-life experience (Wang & Geale, 2015). Interview data and data analysis include a narrative or paradigmatic analysis of the narratives (Ison, Cusick, & Bye, 2014). Sunderland, Chenoweth, Matthews, and Ellem (2014) used narrative inquiry to research a public interdisciplinary awareness project included a customized, online, multimodal storytelling platform to explore the lives of people with disabilities internationally. Their study provided an in-depth analysis of participants’ modes of storytelling to define what their disabilities meant to them. The narrative inquiry approach was not an appropriate or adequate method to convey the participant’s experiences in this study. Valid research requires quality, data saturation, and content validity (Fusch & Ness, 2015). Saturation means no additional data discovered pertains to the sample population (Saunders et al., 2017). Data saturation transpires when the emergence of new themes is obsolete (Yin, 2014). Member checking is a technique selected to establish validity and credibility and is conducted by asking all participants to confirm the data previously provided (Birt, Scott, Cavers, Campbell, & Walter, 2016). If I had not achieved data saturation in this study, additional participants would have been selected until there were no new emerging themes. In this study, I assured data saturation by retrieving information from interviews, public business documents, websites, and social media webpages from small retail businesses to explore the strategies they used to implement online marketing until no new data or additional themes occurred. 48 this study, all interviews took place in a comfortable and private setting. Comfortable settings allow participants to speak freely about the research topic (Dikko, 2016). Using a comfortable and quiet interview setting for the participant was suggested by Jamshed (2014). Participants selected a private, quiet, and comfortable interview location. Ethical Research Researchers use consent forms for confidentiality and to ensure the protection of participants’ rights (Swanson & Betensky, 2015). Obtaining informed consent involves explaining: (a) the purpose of the study, (b) how the research might contribute to the business, (c) the procedures for conducting the study, and (d) the nature of the study. The informed consent process includes an explanation about: (a) risks and benefits of participating in the study, (b) compensation, (c) confidentiality, (d) contact information to request additional information about the study, and (e) participant rights (Sanjari, Bahramnezhad, Fomani, Shoghi, & Cheraghi, 2014). Participants were provided with informed consent forms via e-mail. The participants replied, “I consent” to the e-mail with the informed consent form if they agreed to participate. Notification from research participants was required to withdraw from research participation. Participants could withdraw by notifying the researcher with an oral (telephone) or written (e-mail) notice. If a participant chooses to withdraw, I will immediately return any documents provided as well as delete any recorded data. Compensation to participants in research projects is not obligatory. Controversies exist in the forms and levels of incentives, compensation, and to a lesser extent reimbursement to study participants in resource-constrained settings (Mduluza, Midzi, 49 Duruza, & Ndebele, 2013). Incentives can change a participant’s willingness to participate (Mduluza et al., 2013). No offering of incentives of any form to participants occurred in this study. The Belmont Report protocol was used to comply with ethical protection of participants. Ethical principles revealed in The Belmont Report comprise: (a) respect for other persons, treating individuals with autonomy; (b) beneficence, where the researcher respects the participants’ decisions and keeps them from harm; and (c) justice, where if there is any form of compensation it will be deserved and distributed accordingly (National Commission for the Protection of Human Subjects of Biomedical and Behavioral Research, 1979). The Belmont Report is a guide the IRB follows to guarantee researchers will conduct ethical research (Metcalf & Crawford, 2016). I selected the participants once IRB approval was received. Confidentiality of consent has been recognized as an integral part of ethics in research (Sanjari et al., 2014). To assure participants’ confidentiality is not to discuss or repeat without permission. Morse and Coulehan (2014) specified unique concerns about privacy in qualitative research because of its production of thick descriptions of phenomena. I ensured confidentiality of data collection before obtaining participants’ consent. Newington and Metcalfe (2014) recommended adopting the highest ethical standards when protecting participants. A password-enabled computer is storing electronic data for a minimum of 5 years before deleting. Voice recorded data is kept on an encrypted password file for a minimum of 5 years before deleting. Business documents, research journals, the signed informed consent forms are secure in a home 50 locked nondigital safe for a minimum of 5 years before the destruction of records. To safeguard confidentiality, trust, and anonymity, researchers use pseudonyms to protect and decrease unanticipated stress (Bryman & Bell, 2015). I used pseudonyms such as CO1, CO2, CO3, and CO4 to reference the four businesses and PT1 through PT4 to reference participants of each business in the study. I did not provide participant names in documentation relating to the study. The collected data was restricted and accessed only by the researcher. Walden University’s IRB approved the study before I began data collection. The IRB approval number for this study is 07-17-18-0665122. Data Collection Instruments As the researcher, I was the primary data collector. Data were collected by obtaining company business documents and conducting semistructured interviews. Researchers use several instruments and documents for collecting and storing data (Behr, 2014). Business documents, such as, the company’s business plan and financial goals for each quarter were reviewed and provided insight into the strategic mindset of how the business leaders increase profitability. Semistructured interviews follow a schematic presentation of questions or topics explored by the researcher (Jamshed, 2014). Listening, reviewing, and interpreting the data is the researchers’ role in this study. By using a semistructured interview process with open-ended questions, the goal was to seek information from small business leaders regarding strategies used for implementing online marketing. Open-ended questions are more likely to engage the participants in higher-order thinking (Cakir & Cengiz, 2016). Participants received a copy of the open- ended questions used for the semistructured interviews. 53 preserve their identities (Roulet et al., 2017). In this study, assignment codes were PT1, PT2, PT3, and PT4. Data Collection Techniques Data collection involves the compilation of copious amounts of data, a variety of study methodologies, and ends when the researcher has completed the research study (Sutton & Austin, 2015). Data collection methodologies for this study included face-to- face, semistructured interviews with predetermined open-ended interview questions. A review of public business documents followed the semistructured interviews. The collected data requires the use of an analytical approach to understanding the phenomenon (Grossoehme, 2014). The primary data collection source was semistructured interviews, which included applicable, relevant, and direct questions to the participants of this study. According to Jamshed (2014), interviewing is the most generic format of data collection in qualitative research. Jervis and Drake (2014) stated semistructured interviews are more efficient for producing data at a lower cost in case studies. Semistructured interviews, as compared to questionnaires, are more potent in eliciting data and allow researchers to explore people's views in greater depth (Alshenqeeti, 2014). When conducting face-to-face interviews, the researcher can clarify statements provided by the participants. Conducting a telephone interview is efficient for follow-up and member checking (Birt et al., 2016). The possible disadvantages of face-to-face interviews versus using e-mails or telephones are travel, cost, and time (Vogl, 2013). 54 The data collection method in this study was semistructured face-to-face interviews. An iPhone 7 was selected to record each interview, along with a Dream digital recorder as a backup device. Using a device recorder will remind the researcher of critical situational factors discussed during the interview and decrease transcribing error during data analysis (Sutton & Austin, 2015; Vogl, 2013). According to Paiva et al. (2014), recording devices in qualitative research assist with ensuring accuracy and validity in the study. Recorded data are beneficial to the researcher for data analysis and to support the reliability of the study. The review of public business documents, websites, and the companies’ social media web pages was a secondary method of data collection in evaluating the organization’s online marketing activities. Yin (2014) stated specific records, in addition to other data collection methods aid the researcher in collecting the required information to continue the study. Document review is advantageous as it provides the researcher with the opportunity to examine the information at various times (Yin, 2014). In contrast, Yazan (2015) stated to be mindful when using business documents as an instrument to collect company data. Secondary data might be disadvantageous as it could be old, inappropriate to the study, and have a different objective than the study (Dunn, Arslanian-Engoren, DeKoekkoek, Jadack, & Scott, 2015). Whereas, Tripathy (2013) posited secondary data will vary but should be adequate and relevant to identifying information. Jamshed (2014) proposed creating relationships with participants before reviewing private business documents as secondary data because the participants must understand the nature and purpose of the study. Participants should trust the researcher 55 before granting access to private materials. In this study, an evaluation of public business, websites, and company social media pages in connection with the phenomenon was administered. The role of the researcher enhances the validity of the study, and member checking strengthens the study’s credibility (Birt et al., 2016). Once the semistructured interviews were complete, data transcription began. Member checking was completed to verify the data with participants via FaceTime, telephone, or in-person. Member checking helps confirm the accuracy of collected data (Simpson & Quigley, 2016). I reconvened via telephone with the participants to review the findings, discuss the themes, and validate the collected data. Requesting each participant to review the first draft of data analysis for clarity and precision offers the opportunity to validate the information and include additional information (Dikko, 2016). Data Organization Techniques An iPhone 7 and Dream digital recorder were the devices selected to voice record the participants’ responses. NVivo 12 was used to help analyze the transcript. Researchers often use the software program NVivo as a tool in the organization of varied sources of information (Castleberry, 2014). Data was retrieved with the use of NVivo 12 to classify and create a transcript of recorded interviews. NVivo assists with pattern matching, coding, and identifying emergent themes (Castleberry, 2014). Multiple folders were created to sort through the various themes in conjunction with the participants’ alphanumeric privacy codes. Each voice recorded interview was placed in the respective individual folders and stored with password encryption on a personal computer. A journal 58 grouped accordingly and correlated among themes with the diffusion of innovation theory and the proposed conceptual framework for this study. Reviewing the literature and comparing to current information as well as themes finalizes the data analysis process (Firouzkouhi & Zargham-Boroujeni, 2015). Reliability and Validity Reliability Qualitative researchers encompass methodological strategies to ensure the trustworthiness of the research findings (Noble & Smith, 2015). Reliability in qualitative research means research with diverse paradigms. Validity refers to the appropriateness of the data, processes, and tools (Leung, 2015). Reliability and validity ensure the rigor of qualitative findings (Anney, 2015). To mitigate bias in the study, researchers must select the appropriate survey method when asking questions and validating the data (Oltmann, 2016). Researchers confirm reliability through (a) comprehensive data use, (b) continually comparing data, (c) extensive use of different cases, (d) use of tables, and (d) refutation analysis (Leung, 2015). Dependability refers to the stability of data over time and under different conditions (Elo et al., 2014). Dependability in this study required a journal of specific documentation for data analysis purposes. Researchers also use a checklist of questions for assessing the clarity and appropriateness of the research question (Leung, 2015). I used open-ended interview questions. A member checking meeting was scheduled to improve dependability and reduce mistakes with data collection. Member checking enabled the participants to review the data and guarantee the exactness of their answers. 59 During the process of member checking, participants establish reliability by reviewing and affirming the summaries reflect or do not reflect their views (Noble & Smith, 2015). Listening to the interviews at different times, paraphrasing, and transcribing into coded Microsoft Excel files helped avoid inaccuracies. I asked participants to review the information for accuracy, and any additional or inaccurate information was noted or removed. Validity Validity refers to the appropriate tools used to process data (Leung, 2015). Researchers must review the credibility, transferability, and confirmability to validate the research (Noble & Smith, 2015). Researchers must also double check and evaluate the trustworthiness of the data through various methods (Elo et al., 2014). Confirmability and consistency tests validated the results. Credibility. Coding transcripts and reviewing similarities establish credibility (Marshall & Rossman, 2016). Researchers use credibility as criteria to prove the accuracy and trustworthiness of the study (Wright, O’Brien, Nimmon, Law, & Mylopoulos, 2016). Voice records of the semistructured interviews and specific open-ended questions helped establish validity and credibility during the research process. Member checking addresses the co-constructed nature of knowledge by providing participants with the opportunity to engage, add to interviews, and decrease the incidence of incorrect data several months after the semistructured interviews (Birt et al., 2016). After the semistructured interviews, member checking provided participants with the data results to check for accuracy and resonance with their experiences. During the interviews, 60 participants had the opportunity to provide information about online marketing strategies within the businesses. Researchers use triangulation to test validity through the various sources of data to be analyzed (Joslin & Muller, 2016). In this study, triangulation was used to check and validate data collected from the research and to assure all interview questions had a response. Transferability. Transferability reveals if the findings apply to other contexts (Noble & Smith, 2015; Sutton & Austin, 2015). Transferability is facilitated through thick descriptions and purposeful sampling to explore the trustworthiness of qualitative research (Anney, 2015). Researchers also use inclusion criterion in the sampling to determine the population for the study (Eldredge et al., 2014). Inclusion criteria maintained transferability and reassessed the study as it progressed. Specifying clear and concise descriptions of the findings retain the readers’ attention (Yin, 2014). Providing detailed data and an explanation of the findings allows for the transferability of information within the study by other readers. Information about the interview protocol, analysis techniques, and data saturation is available to the readers and future researchers. Confirmability. In research, confirmability is the extent of findings shaped by the participants and not the researcher (Sutton & Austin, 2015). To determine confirmability within a study, Anney (2015) established an audit trail to review documents for cross- checking. Therefore, a journal to notate the events during the research was a selected method for this study. The journal had detailed notes of the voice-recorded semistructured interviews, and information disclosed by participants. 63 Section 3: Application to Professional Practice and Implications for Change Introduction The purpose of this qualitative multiple case study was to explore the strategies some small retail business leaders use to implement online marketing strategies to increase derivative sales. I collected data from four small retail business owners who had successfully implemented online marketing strategies in California. My data collection techniques were semistructured, face-to-face interviews; review of the companies’ public business documents; review of company websites, and review of social media websites. By analyzing the data from these sources and performing methodological triangulation, four themes emerged: social media platforms and strategies, online marketing strategies and challenges, online content strategies, and follow-up strategies. Each theme aligned with the diffusion of innovation theory as well as the findings from my review of the literature. Understanding online marketing is an opportunity for business leaders to grow their business and increase sales (Kozlenkova et al., 2017). The results of this study indicated online marketing content and social media sites engaged consumers. Business leaders should use digital marketing tools, such as Google Alerts and Crazy Egg, to measure the impact of brand awareness, company hashtags, and competitors on social media. Online marketing strategies include interaction, communication, and acknowledgment of new technology (Faisal, 2016). Small retail business leaders should subsume digital marketing into their strategic plans. Encompassing digital marketing in a strategic plan might increase business and consumer relationships. The findings from this 64 study add to the limited amount of research available for online marketing in small retail businesses. Presentation of the Findings The overarching research question for this study was: What online marketing strategies are used by small retail business leaders to increase derivative sales? Data analysis revealed which online marketing strategies small retail business leaders implemented. Four themes originated from my interpretation of the data, and they aligned with the literature review as well as the conceptual framework of the study. Public Document and Online Site Review A review of the companies’ public documents, websites, and social media sites served as a source of data in this study. The participants provided information on website domains as well as social media pages. All participants verbally shared their future online marketing plans. I used an iPhone 7 to voice record each interview, along with a Dream digital recorder as a backup device. I transcribed the voice-recorded interviews into Microsoft Word to aid with theme development. The collected data revealed how participants chose specific social media sites to advertise the company’s products and services. The data I obtained provided information necessary to complete an analysis of public documents, content posted on the company websites, and content posted on the online sites used to engage consumers (see Appendix B). Data collection from the semistructured interviews, public documents, business websites, and the business’s social media sites resulted in the discovery of four themes (see Table 1). I conducted member checking by asking all participants to confirm the data pl at fo rm s le as t f ee db ac k m ar ke ti ng be tt er pu rc ha se co m pa ny kw ee y bs it e he lp s cu st om er s pr od uc ts ad ve rt is in g fr ee be ga n li ke b us in es s m ed ia in fo rm at io n also often 65 previously provided. Data saturation was achieved after the third and fourth face-to-face interview. I classified how often each theme was discussed by using NVivo 12. Table 1 displays the frequency of the four emerged themes by the four participants during this qualitative multiple case study. Table 1 Frequency of Developed Themes Participant 1 Participant 2 Participant 3 Participant 4 Theme 1 15 10 11 5 Theme 2 8 5 7 5 Theme 3 14 15 18 12 Theme 4 13 11 14 12 In this study, I discovered an efficient way for small retail business leaders to use online marketing effectively. Business leaders must develop and implement various strategies to succeed in the retail industry. Figure 1 is a word cloud that lists some of the recurring terms from the semistructured interviews, such as Facebook, Instagram, strategies, people, follow, challenges, sales, products, advertising, share, and feedback. makes share know p o e n o lin p e le facebook instagram sales product getting effective follow page allows success increase Figure 1. Word cloud with recurring terms from semistructured interviews. ad di ti on al se e hi gh ly w or ki ng he lp di ff ic ul t ch al le ng es in cr ea se d 68 overbearing our customers.” Participants 1 and 3 expressed promoting citywide company-sponsored events through Facebook Live, and attendance had been exceptional. In contrast, Participant 4 used Facebook but preferred LinkedIn to drive participation for company-sponsored events. In alignment with the diffusion of innovation theory, social networking is the adoption of innovative behaviors (Muller & Peres, 2017). Business leaders communicate to consumers by adopting new technologies to increase awareness. Building networks, building communities, and customer relationship management are benefits arising from the use of social media in small businesses (Taneja & Toombs, 2014). Participant 4 articulated, “Many digital tools can be used to market online, but without appropriate employees, it is difficult to use digital tools effectively.” Thus, each business must employ knowledgeable individuals who can assist with using the appropriate tools to market online. Oyza and Edwin (2016) expressed the benefits of using social media to increase exposure and website traffic. Participants 1 and 2 hired marketing personnel to create and host the company website and social media pages. Participant 1 noted, “Employing highly capable people enables us [Company 1] to influence different buyers, market company events, and review the feedback on the web.” Participant 2 expressed the importance of hiring individuals who have at least 2 years of experience with hosting company social media pages because “Experienced individuals understand the importance of using the correct hashtags and phrases to influence consumer shares and likes.” Creativity and innovation in any organization are vital to its successful performance (Anderson, Potocnik, & Zhou, 2014). 69 Furthermore, consumer engagement generates leads, improves sales, and develops loyal customers (Oyza & Edwin, 2016). According to the diffusion of innovation theory, members use effective communication channels to distribute information among users (CITE). All participants used online tools as a strategy to network, to help build the community, and for customer relationship management. Additionally, business leaders understood how to diffuse information by employing the appropriate individuals to contribute ideas and help spread company information via digital channels. According to Rogers (2003), members of a social system adopt innovations. In this study, the participants’ implementation of online tools and social media platforms correlated to Rogers’s diffusion of innovation theory. Members of a social system view the adoption of innovations as positive advancement opportunities (Rogers, 2003). Business leaders of small retail businesses in this study combined knowledge of digital tools with social media platforms to adopt new technology for increased sales. The collected data revealed the relative advantages of innovation for small businesses such as free advertising, information sharing, and increased customer interaction. Innovators are motivated individuals who adopt new ideas (Rogers, 2003). Participants in this study deviated from traditional marketing strategies and adopted new technologies as a strategy to communicate with consumers and share information about products, services, and events. In alignment with the diffusion of innovation theory, the use of online marketing tools is an effective strategy with minimal costs to target consumers (Hu, Lin, Qian, & Sun, 2018). All participants in this study selected digital tools to engage members of a 70 social system asynchronously. Neeley and Leonardi (2017) indicated that knowledge of social media strategies is a critical source of competitive advantage. Moreover, business leaders who have used social media as a strategy to engage consumers for increased revenue understand the influence social platforms have on consumers (Yahia, Al-Neama, & Kerbache, 2018). In this study, I found that business leaders understand how to use successful strategies to improve engagement among members of a social system. Emergent Theme 2: Online Marketing Strategies and Challenges The second theme to emerge was online marketing strategies and challenges. Online marketing is a technology used to gather momentum for industry advancement (Faisal, 2016). Participants in this study noted many challenges when using online marketing to increase sales. The first challenge discussed was tracking website views. According to Lewis and Reiley (2014), website advertising profitably increases purchases by 5%. Participant 2 noted concerns with website traffic by stating, If consumers are not clicking pages on the website, it shows a lack of engagement. We [Company 2] measure consumer engagement by using a site called Crazy Egg. The site is free and allows us to obtain click activity on our webpage, which helps us to determine consumer engagement and attitudes. End users’ attitudes can be positively or negatively affected by advertising (Mir, 2015). Participant 2 further expressed, “Once we [Company 2] determine consumer perceptions, attitude, and level of engagement, we understand how to revise website pages for increased traffic.” Participant 2’s responses indicated knowledge of diffusion approaches to spread useful messages through innovation to end users, as suggested by Dearing 73 drawing to win a free product. Raffles create a contest among our customers, which in return is free advertising on multiple social media pages. Sharing contests have increased product inquiries 10% in the last year and contributed to 7% of online sales. Participant 3’s strategies suggested the need to appeal to an audience, which are characteristics of early adopters as noted by Rogers (2003). The use of free advertising on multiple online platforms provides business leaders with opportunities to target an audience, to offer products, and to increase website traffic. In addition to free advertising, business leaders use low-cost personalized ads to attract consumers in various geographic locations. According to Duffett (2015), the usage of online advertising influences consumers intent to purchase. Participant 1 posited, “Attempting to minimize advertising costs are some challenges we [Company 1] have experienced with applying online marketing methods to grow the business. Online advertising means serving customers in different geographic areas and building trustworthy relationships.” Trust moderates the impact of advertising personalization between businesses and consumers (Bleier & Eisenbeiss, 2015). Participant 1 further implied, “Solutions to overcome online marketing challenges require creating a connection with the target audience, designing compelling offers, and establishing a trusting brand identity.” In connection with Rogers’s diffusion theory, maintaining longevity in businesses requires crafting a clearly defined plan to satisfy the needs and wants of a social system (Guows & Rheede van Oudtshoorn, 2011). It is apparent that 74 business leaders are conscious of solutions to minimize online advertising expenditures, target an audience, and establish a brand. Successful strategies in small businesses require innovation, accelerating customer value, and expansion (Yang, 2018). Remaining sustainable in the retail industry is a goal that all participants in this study have expressed. Although participants in this study disclosed various challenges with implementing online marketing, business leaders also expressed strategies such as providing excellent customer service, use of effective marketing platforms, and how to create brand awareness among consumers. Moreover, additional research provides strategies to reduce challenges, opportunities for development, and virtual business models for online marketing in emerging economies (Chandna & Salimath, 2018; Gouvea, Kapelianis, & Montoya, 2018). In summary, business leaders understand the challenges associated with online marketing and are knowledgeable with strategies for continued success. Emergent Theme 3: Online Content Strategies The third theme was about online content. Online content posted on the companies’ websites and social media sites increased awareness and attracted new consumers. Retailers employ a method called retargeting to tailor advertisements to individual consumers based on interests and preferences (Bleier & Eisenbeiss, 2015). Content posted by leaders on the businesses online sites is personalized and presented to the masses to reflect consumers interests (Bleier & Eisenbeiss, 2015; Moon & Lee, 2014). Online mass personalization was a strategy used by all participants to reach multiple demographics asynchronously and synchronously. Participant 1 posited, “We 75 [Company 1] are aware of how important online content is when attempting to reach a larger audience. We [Company 1] must complete the necessary tasks to ensure online content is accurate when posted.” Gopinath, Thomas, and Krishnamurthi (2014) discovered online advertising to have a direct impact on sales and will continue to increase over time with consistent content. Participant 4 noted, “Establishing a dominant website with strong, concise, and explicit content is helpful to generate successful search engine results.” A review of public business documents helped to understand what social media platform participants used to engage consumers. The information in Table 3 displays the company’s number of followers on each social media platform. Table 3 Company's Number of Followers on Each Social Media Platform Social Media Platform Company 1 Company 2 Company 3 Company 4 Facebook 1,112 1,149 4,996 1,570 Instagram 2,236 662 5,105 3,500 LinkedIn 0 0 0 7,668 Pinterest 0 1,010 0 0 Twitter 4,459 1,276 3,678 5,005 Note. Some companies did not subscribe to social media platforms. Therefore, the number 0 reflects subscription status. Marketing trends based on digital technology have a significant impact on strategy (Grossberg, 2016). Some participants posted content on the company sites relating to industry statistics, press releases, and information about company products. Participant 3 expressed the need to influence consumers to, “Buy into what we [Company 3] are selling by creating a buzz.” Consumers prefer selective exposure to company 78 Participant 3’s statement implied the importance of a support network to implement innovative ideas as suggested by Rogers’s diffusion of innovation theory. Dearing (2009) explained diffusion occurs through social need, social perception, and social pressure. The structure of a social system is robust, and marketers can facilitate diffusion of innovations and influence the rate of adoption over time (Zhang et al., 2015). According to the participants, online content was an essential strategy for increasing derivative sales. Participant 4 stated, “Small businesses are limited to advertising dollars. However, we chose to leverage the opportunity to grasp digital concepts and use the tools available to develop content aimed for success.” A review of public documents, business websites, and social media pages (see Appendix B) revealed the content each participant posted on behalf of the company. The data in Appendix B displays the participants’ ability to create hashtags, link products to other online sites, and provide feedback shared by customers. Business leaders understand that using strong content as an online marketing strategy to advertise and share information with customers will create brand awareness. Incorporating theory in research will help elucidate the processes that link contexts (Moats, 2015). The online content theme was constant and related to Rogers’s element of communication channels. Roger’s diffusion of innovation theory implied innovation is communicated through specific channels (Rogers, 2003). In alignment with the diffusion of innovation theory, business leaders used online content and digital tools to communicate with end users for purposes of sharing information, creating brand awareness, and building relationships. Ma et al. (2014) expressed by sharing information 79 business leaders may attempt to enhance their professional reputation and status in the online community. Participants of this study used various digital tools to build the company’s professional reputation online and inform end users about pertinent information of the company. Digital tools selected to convey information was photos, videos, literature, and radio interviews. Participants determined the accurate content to post on company websites and social media pages, which in return allowed positive EWOM to circulate among consumers. Understanding what content to display was a key strategy indicated by participants. All participants in this study selected strategies to implement online marketing for increased sales. Additionally, participants chose various digital tools to communicate with consumers, build relationships, increase product knowledge, and create brand awareness to remain sustainable in the retail industry. Emergent Theme 4: Follow-Up Strategies The fourth and final theme was the follow-up strategies used by participants. All participants discussed using follow-up strategies as a method to retain customers. For continued success, companies need to maintain a positive relationship with their existing customers and anticipate future needs (Todor, 2016). Participants in this study provided details about follow-up strategies such as correspondence, phone calls, creating interpersonal relationships, and sharing product information. Figure 2 depicts a diagram of the participant follow-up strategies used to retain customers. 80 Company Newsletters Face-To-Face Meetings Emails Correspondence Interpersonal Relationships Listening Industry News Engaging Follow-Up Strategies Product Feedback Benefits Phone Calls Verbal Communication Feedback Success Stories Future Purchase Discounts Quality Figure 2. Diagram of participant follow-up strategies. To optimize marketing strategies, business leaders must be customer-oriented (Appiah-Adu & Amoako, 2016). According to Participant 2 and 4, correspondence is a critical strategy for maintaining customer relationships. Business strategies are designs and accepting a business model as another form of innovation will open opportunities in achieving competitive advantages (Purkayastha & Sharma, 2016) Participant 2 noted, “Providing a steady stream of tips and other insightful information to our [Company 2] customers has proven to be useful.” In contrast, Participant 4 said, We [Company 4] send monthly communication e-mails and newsletters providing industry information, which helps overcome critical challenges associated with customer purchasing decisions. Participant 4 further postulated e-mail correspondence is the most effective and least expensive. We use a contact list tailored explicitly for direct communication. 83 summary, business leaders understand the importance of building interpersonal relationships within a social network. Progressing toward sustainability requires radical solutions beyond developing new products in the marketplace (Lim, 2015). Company 1 prepares meals for the homeless within the community monthly. Participant 1 stipulated, “Volunteering to help the homeless and participating at various events throughout California has helped establish our [Company 1] brand and create interpersonal relationships, which are fundamental to our continued success.” Participant’s 1-4 asserted verbal and nonverbal communication is a beneficial strategy to build long-term relationships and increase revenue. Establishing a holistic approach to promote and encourage the acceptance and adoption of sustainable practices is one of the many strategies used by marketers (Lim, 2015). Creating a blueprint with successful strategies helps business leaders build long- term relationships within communities. The final follow-up strategy discussed by participants was the importance of feedback. Fransen et al. (2015) posited the use of specific strategies empower conditions in which people are reluctant to change. Participant 3 expressed the benefits of requesting feedback regarding product information create an open-door policy between the employees and the customer. “We [Company 3] ask our customers to review our webpage and provide feedback on our products in need of improvement. Obtaining product feedback grants us the opportunity to enhance the quality of our products for increased sales.” Participant 2 said, 84 Once our [Company 2] customers provide feedback, we ask them to share success stories and write reviews on the sites we sell our products on. The more reviews and success stories we have via EWOM reinforces the quality of our products and drives business. Over time, the benefit of success stories and positive customer reviews has had a positive impact on our success. According to Rogers (2003), communication occurs through channels between sources and can take any form. Participant 2 noted the benefits of EWOM as a communication channel, which aligns with Roger’s second element of the diffusion of innovations process. Consumer reviews can be positive or negative for the business and business leaders should tactfully respond to both (Latiff & Safiee, 2015). Participant 1 noted, We address negative comments about our [Company 1] products as soon as we are aware of the feedback. Addressing the problem consists of reaching out to the customer to determine the cause of the problem and determine if we can provide a solution. Participant 3 articulated the use of a similar method as Participant 1 and stated, Pictures and videos might help sell our products, but words and good customer service is what people remember. By focusing on the commentary, we [Company 3] can make the appropriate changes internally and prevent negative situations from occurring in the future. It is easy for customers to share negative feedback with other consumers, but we want them to share positive feedback about our company. 85 Notably speaking, participants in this study are aware of the benefits of positive customer reviews relative to diffuse communication channels. Assenova (2018) implied the diffusion process is complicated. However, it is evident in the complexity of diffusion; business leaders understand how to influence feedback with methods beneficial to the company. According to participants in this study, follow-up strategies consisted of correspondence, verbal communication, building interpersonal relationships, and feedback. Relationships are reciprocal and are most effective when channels of communication are increased (Kozlenkova et al., 2017). In alignment with Rogers’ (2003) diffusion of innovation theory, interpersonal relationships create awareness and are direct. Participants used various strategies and direct channels to communicate company and industry news, provide product information, engage customers, and share success stories. Furthermore, the element of communication in the diffusion theory implies communication is a behavior and increases the connectedness of social networks (Rogers, 2003). Marketers use many forms of communication paths to personalize information to promote products, which influences consumers’ purchasing decisions (Gaikwad & Kate, 2016). Business leaders understand how communication strategies will interconnect consumer purchases to influence future transactions. Research conducted by Steward, Narus, and Roehm (2018) expressed the importance of customer feedback and reviews. To enumerate, business leaders who use communication channels as a strategic tool to create interpersonal relationships with consumers can increase sales. Notably discussed, positive EWOM and electronic