Journal of Marketing Management

An Exploratory Analysis of Entrepreneurs’ Social Media Usage in Small Business Practices
Michele M. Granger, Ed.D.; Lauren Reiter, Ph.D.

Abstract
The primary purpose of this study was to analyze practices (e.g., usage, satisfaction, and future plans) in social media implemented by small business entrepreneurs. Through responsive evaluation research, investigative steps evaluated how reactive a social media platform was to entrepreneurial businesses using it. Entrepreneurs and employees participating in the studyrepresent micro- to small-sized enterprises in manufacturing, wholesale trade, and retail trade sectors. Empirical research using field study was implemented through surveys used for data collection.Preliminary research through a review of literature indicated seven social media channels that entrepreneurs mostcommonly used Facebook, Twitter, Instagram, LinkedIn, Pinterest, Periscope and Snapchat. The study fills a void in entrepreneurial research in social media and entrepreneurship education. Findings indicated that Periscope and Snapchat are becoming more useful to entrepreneurs. We can look to those for further marketing strategies. While LinkedIn is making great strides in workplace-related products or services, Facebook flattened in usage growth, but remains steady and is still considered effective. Academics must find ways to consistently implement timely social media education in their classes. Marketing professionals should develop detailed strategies to enable entrepreneurs with limited budgets and social media backgrounds to easily and fluidly integrate the platforms into marketing efforts.

Full Text: PDF     DOI: 10.15640/jmm.v3n2a2