USA Small Businesses Offering App-Only Discounts and Rewards

The advancement of technology offers small business leaders an opportunity to evaluate data and use the information to improve their productivity (Keegan & Rowley, 2017). According to Dolan, Conduit, Fahy, and Goodman (2017), online marketing increased in content and changed the way individuals and organizations interact. To realize and understand the 

potential benefits of online marketing, small retail business leaders need to ensure their processes align with technological advancements. Failing to recognize potential benefits of online marketing might cause loss of productivity, revenue, and communication (Cheng & Liu, 2017). To sustain a competitive advantage and increase revenue and communication, small 

retail business leaders must plan to satisfy customer requirements and ensure innovative technological strategies are implemented (Cheng & Liu, 2017). In this study, I explored strategies small retail business leaders use to implement online marketing to increase derivative sales. Directly and indirectly, the retail industry is the most significant private 

Employer in the United States

and contributes an estimated $3.53 trillion annually to the U.S. gross domestic produconline 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 fieldbased 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 appropriateA 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 

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 The use of the diffusion of innovation theory with a multidisciplinary approach produced a rich and diverse understanding of diffusion dynamics (Frattini, Bianchi, Massis, & Sikimic, 2014). The robustness of this theory derived from the 

many disciplines and fields of diffusion studies, and the nature of the theory suggests leaders determine what innovation will be adopted (Dearing, 2009). Information flows through social networks as an innovative form of communication (Rogers, 2003). Once business leaders implement an online marketing strategy, they have created a social system, which supports 

Conclusion

continuous interaction with employees, stakeholders, and consumers. I used the diffusion of innovation theory as the conceptual framework in this study to understand the online marketing strategies small retail business leaders use to increase derivative sales.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 they have created a social 

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