Adapting to the Times: Exploring Social Media Use Decision-Making by Small Businesses

This thesis explores decision-making factors regarding social media use by small businesses in the Texas Panhandle. Limited studies have been conducted in the area of small business social media use decision-making. Common studies include large business social media efforts, however, limited research has been done to identify what factors drive small businesses to use social media. This research is important because the number of small businesses that are opting to use social media as their main marketing tool are increasing. Eight participants were selected to participate in this study using purposive sampling. Data included a pre-interview questionnaire and face-to-face in-depth interviews. Each in-depth conversation asked questions about factors that contribute to small business social media use decision-making. Using inductive analysis, themes were established and analyzed. Decision-making theory was used in this study and served as the framework for data analysis. The three themes found are: resources, branding, and return on investment. In addition, sub-themes were identified and assisted in developing dominate themes and resulted in a better understanding of what factors drive small businesses to use social media. This thesis explores decision-making factors regarding social media use by small businesses in the Texas Panhandle. Limited studies have been conducted in the area of small business social media use decision-making. Common studies include large business social media efforts, however, limited research has been done to identify what factors drive small businesses to use social media. This research is important because the number of small businesses that are opting to use social media as their main marketing tool are increasing. Eight participants were selected to participate in this study using purposive sampling. Data included a pre-interview questionnaire and face-to-face in-depth interviews. Each in-depth conversation asked questions about factors that contribute to small business social media use decision-making. Using inductive analysis, themes were established and analyzed. Decision-making theory was used in this study and served as the framework for data analysis. The three themes found are: resources, branding, and return on investment. In addition, sub-themes were identified and assisted in developing dominate themes and resulted in a better understanding of what factors drive small businesses to use social media. Keywords: social media, decision-making, small business, qualitative