PERSPECTIVES OF UNITED STATES RETAIL SMALL BUSINESS LEADERS ON DIGITAL MARKETING AND SOCIAL MEDIA STRATEGIES FOR CUSTOMER RETENTION AND PROFITABILITY: A Qualitative Study

Perspectives of United States Retail Small Business Leaders on Digital Marketing and Social Media Strategies for Customer Retention and Profitability is a qualitative study that explores how U.S. retail small business leaders interpret and apply digital marketing technologies and social media strategies to strengthen customer retention, customer engagement, and long-term profitability within an increasingly competitive digital environment. Using a generic qualitative inquiry design, the study examined the perspectives and lived experiences of 10 U.S. small retail business leaders who actively used digital marketing and social media practices in their organizations.The findings revealed that small business leaders viewed authentic customer engagement, personalized communication, strategic platform selection, audience segmentation, and data-driven decision-making as essential components of effective digital marketing strategies. Participants also emphasized the importance of adaptability, visibility, relationship-building, and ongoing engagement in sustaining customer loyalty and maintaining profitability in rapidly evolving digital markets.Grounded in the Technology Acceptance Model, this qualitative study contributes to understanding how small retail business leaders interpret and apply digital marketing tools in real-world business contexts. The findings provide practical insights for small business leaders, organizational practitioners, and researchers seeking to understand better how digital marketing and social media strategies can support sustainable growth, customer retention, and competitive advantage in the digital economy. Read more