Social Media Marketing Strategies Used by Small Retail Businesses

Implications for Social Change
The results from this study have multiple implications for significant positive 
social change for small business owners. Social change refers to the transformation over 
time of social constructs and cultural patterns (Ololube, Onyekwere, Kpolovie, & Agabi 
(2012). Social change was influenced by other significant advancements like 
industrialization and affected multiple disciplines such as law enforcement, education, 
politics, culture, and administration (Ololube et al., 2012). Small businesses are vital to 
the U.S. economy and are major contributors to socioeconomic development throughout 
the world (Karadag, 2015). Small business leaders may live in the communities they 
serve, which might influence business decisions. Other contributions small business 
leaders might make to the local community could include becoming involved in local 
politics, sponsoring youth programs, donating to nonprofit organizations, influencing the 
next generation of young business leaders, and creating jobs for community members.
Using the results of this study, I was able to confirm that small business retailers 
could use SMM strategies to communicate with and engage customers. To remain 
competitive with larger firms, small business leaders used social media as an inexpensive, 
yet effective way to engage customers. Contributions to positive social change could 
include SMM best practices and strategies to improve company sustainability and 
growth, generation of employment, reduction in local poverty, and an enhancement of 
employee’s standards of living. Additionally, small business leaders in other industries 
might benefit from the study and could develop strategies to support the sustainment and 

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growth of economies through employment and financial contributions within the 
community.