The use of social media as a marketing tool by small retailers: A qualitative study

Abstract

The use of social media is becoming very popular among consumers around the world, inducing many companies and retailers of all sizes to get involved. Social media, however, is of special importance to small companies and retailers as it offers them an affordable marketing tool. To get a deep understanding of small retailers' use of social media, the current paper employs a qualitative approach. In-depth interviews with 20 retail store managers were conducted. This study aims to:1. identify the social media sites that are being used by small retailers, 2. examine the benefits sought from joining social media, and to 3. understand how they are managing these sites. 4. The effects of store size and on-offer product type are also examined.