Date

7-22-2025

Department

Graduate School of Business

Degree

Doctor of Philosophy in Business Administration (PhD)

Chair

Kimberly Anthony

Keywords

SMEs, Customer engagement, productivity, social media, digital hesitancy, digital literacy, and marketing

Disciplines

Business | Entrepreneurial and Small Business Operations

Abstract

This qualitative multiple case study explored the underutilization of social media marketing among small and medium-sized enterprise (SME) entrepreneurs and its impact on customer engagement and business productivity. Grounded in the Technology Acceptance Model (TAM) and the Diffusion of Innovations (DOI) theory, the study examined how SME owners perceive, adopt, and apply social media platforms in their marketing efforts. Data were collected from 38 participants through semi-structured interviews and surveys and analyzed using NVivo 15 software. Thematic analysis revealed five emergent themes: Digital Hesitancy, Strategic Gaps, Customer Engagement Variability, Resource Constraints, and Peer Influence. Findings indicated that while entrepreneurs recognized the value of social media, their engagement was often reactive, sporadic, and constrained by time, skills, and confidence. Many participants cited emotional barriers and a lack of strategic planning as key challenges. Additionally, peer behavior strongly influenced digital practices, highlighting social modeling as a motivator in adoption decisions. The study contributes to the growing body of knowledge on digital transformation in SMEs by illustrating the intersection of personal, structural, and contextual barriers to effective digital marketing. Recommendations include targeted training in digital literacy, development of content strategies, and peer mentoring initiatives. This research provides actionable insights for entrepreneurs, educators, and policymakers seeking to enhance SME participation in the digital economy.

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