DOC660 M2 Trident Process Innovation SLP IT Systems Theories Study Process Innovation remember we changed the focus to small business marketing in social m

DOC660 M2 Trident Process Innovation SLP IT Systems Theories Study Process Innovation remember we changed the focus to small business marketing in social media, let me also upload the slp for module 1, so we are in one accord

During Module 2, your project assignment is to develop a strategy for searching out key sources within the literature that will meet the needs you identified in your Module 1 SLP. By “strategy,” we mean a list of steps that you will take to identify the sources that you need. These sources may include professional writing such as journal articles or conference presentations, technical reports or other sources of technical data, analyses and opinions presented by knowledgeable experts regarding your problem, or any other kinds of information that you identified a need for in module 1. Hopefully, you will be able to identify a way of gathering information about everything that you identified as a need earlier.

Specifically, you are to prepare a short paper describing your information sources and the steps you will undertake to obtain what information you need. This might involve library research, consultation with other experts, online searching using a variety of tools, or other mechanisms. For each kind of information you seek, you should present here a set of steps by which you can obtain it and incorporated into your project.

This strategy description should be accompanied by two or three specific sources that you have been able to obtain thus far. These might be copies of journal articles or other sources. The point is to show that your strategy has at least begun to pay off in terms of providing the kind of source material you will need to develop your literature review overall.

SLP Assignment Expectations

Length: The written component of this assignment should be 3-4 pages long (double-spaced) without counting the cover page and reference page.

Organization: Subheadings should be used to organize your paper according to the questions.

Grammar and Spelling: While no points are deducted for minor errors, assignments are expected to adhere to standard guidelines of grammar, spelling, punctuation, and sentence syntax. Points may be deducted if grammar and spelling impact clarity. We encourage you to use tools such as grammarly.com and proofread your paper before submission.

As you complete your assignment, make sure you do the following:

Answer the assignment questions directly.
Stay focused on the precise assignment questions. Do not go off on tangents or devote a lot of space to summarizing general background materials.
Use evidence from your readings to justify your conclusions.
Cite at least five credible resources.
Make sure to reference your sources of information with both a bibliography and in-text citations. See the Student Guide to Writing a High-Quality Academic Paper, including pages 11-14 on in-text citations. Another resource is the “Writing Style Guide,” which is found under “My Resources” in the TLC Portal.

Your assignment will be graded using the following criteria:

Assignment-driven Criteria: Student demonstrates mastery covering all key elements of the assignment
Critical Thinking/Application to Professional Practice: Student demonstrates mastery conceptualizing the problem, and analyzing information. Conclusions are logically presented and applied to professional practice in an exceptional manner.
Business Writing and Quality of References: Student demonstrates mastery and proficiency in written communication and use of appropriate and relevant literature at the doctoral level.
Citing Sources: Student demonstrates mastery applying APA formatting standards to both in text citations and the reference list.
Professionalism and Timeliness: Assignments are submitted on time.

Module 2 – Background
Process Innovation
Video material

The Process of Innovation | Stephen Ridley.

Required Reading

Galliers, R. D. & Baker, B.S.H. (1995) An Approach To Business Process Reengineering: The Contribution Of Socio-Technical And Soft OR Concepts. Information Systems and Operational Research. 33(4): 263-278. Retrieved October 21, 2017, from http://www.tandfonline.com/doi/abs/10.1080/0315598…

SweetProcess (2017) The ultimate guide to business process reengineering. Retrieved October 21, 2017, from https://www.sweetprocess.com/business-process-reen…

Kissflow (2017) Business Process Reengineering (BPR) – Definition, Steps, and Examples. Retrieved October 21, 2017, from https://kissflow.com/bpm/business-process-reengine…

Harmon, P. (2010) The Scope and Evolution of Business Process Management. In . vom Brocke and M. Rosemann (eds.), Handbook on Business Process Management 1, International Handbooks on Information Systems, Springer-Verlag Berlin Heidelberg. Retrieved October 21, 2017, from https://www.researchgate.net/profile/Paul_Harmon8/…

Optional Reading

Schmiedel, T., Brocke, J., & Recker, J. (2013) Development and validation of an instrument to measure organizational cultures’ support of business process management. Information & Management, 51(1):43-56. Retrieved November 15, 2017, from http://eprints.qut.edu.au/62978/3/IaM_acceptedManu…

Garvin, D. (1998) The Processes of Organization and Management. MIT Sloan Management Review. Summer 1998. Retrieved November 15, 2017, from https://sloanreview.mit.edu/article/the-processes-…

Yamamoto, Y. and Bellgran, M. (2013) Four types of manufacturing process innovation and their managerial concerns. Forty Sixth CIRP Conference on Manufacturing Systems. Procedia CIRP 7:479 – 484. Retrived November 15, 2017, from https://ac.els-cdn.com/S2212827113002886/1-s2.0-S2… Successful Facebook Marketing Strategies by Missouri Small Businesses:
A Qualitative Case Study
Dissertation
Submitted to Northcentral University
Graduate Faculty of the School of Business and Technology Management
in Partial Fulfillment of the
Requirements for the Degree of
DOCTOR OF BUSINESS ADMINISTRATION
by
ANGELA J. BROWN-PETERSON
Prescott Valley, Arizona
May 2017

ProQuest Number: 10284766

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Abstract
This study explored how Facebook is used as a successful and strategic marketing tool by
small businesses in Missouri. With many different features available on business
Facebook pages, research was needed to determine the features that are most
advantageous to small businesses. The problem investigated was how small business
owners in Missouri could use their limited time and knowledge to create and implement
effective Facebook marketing strategies. The purpose of this study was to discover how
effective Facebook marketing strategies are created and implemented in Missouri small
businesses. The qualitative study utilized a purposeful sample. The participants included
five small business-to-business owners and five small business-to-consumer owners in
Missouri that employ less than 100 full-time employees. The following themes emerged
from the study: be relational and responsive, consistently produce and post engaging
content, include a photo, video, and/or outbound link in every post, use simple tools to
create and post content (iPhone, Facebook Pages Manager app, and scheduled posts
feature), utilize paid promotional features, spend 4 to 20 hours per week on Facebook
marketing, spend $100 to $2,000 plus per month on Facebook marketing, professional
equipment and/or formal education and Facebook training is not necessary to market on
Facebook, Facebook marketing strategies and their effectiveness do not differ in Missouri
business-to-business small businesses and Missouri business-to-consumer small
businesses, and two common barriers to marketing on Facebook are Facebook platform
and service issues and continually creating engaging content. The results of the study can
be used by Missouri small businesses, small businesses across the United States, medium
to large sized businesses, non-profit organizations, universities, and all other businesses
who utilize Facebook. Recommendations for future research include researching
businesses of all sizes all over the United States, exploring other social media sites
(Instagram, Twitter, LinkedIn, Snapchat, etc.), and using a quantitative study to further
explore the paid promotional features used by businesses and the revenue generated from
utilizing the paid features.
Acknowledgements
First, I want to thank my Heavenly Father for directing my steps and providing
me wisdom, perseverance, and patience through my doctoral studies and dissertation. I
would like to acknowledge Dr. Gordon McClung, my dissertation chair, who supported,
guided, and encouraged me through my dissertation. I would like to acknowledge my
family, especially my husband and parents, for their support, sacrifices, and love during
my entire doctorate program. I would also like to thank my dean, colleagues, students,
and administrators at Southwest Baptist University for their support and encouragement
while I pursued my doctorate.
Table of Contents
Chapter 1: Introduction …………………………………………………………………………………………. 1
Background ……………………………………………………………………………………………………… 1
Statement of the Problem …………………………………………………………………………………… 3
Purpose of the Study …………………………………………………………………………………………. 4
Research Questions …………………………………………………………………………………………… 5
Nature of the Study …………………………………………………………………………………………… 6
Significance of the Study …………………………………………………………………………………… 7
Definition of Key Terms ……………………………………………………………………………………. 8
Summary ……………………………………………………………………………………………………….. 10
Chapter 2: Literature Review ……………………………………………………………………………….. 12
Documentation ……………………………………………………………………………………………….. 12
Social Media and Small Business Owners………………………………………………………….. 13
Social Commerce ……………………………………………………………………………………………. 16
Internet Protocol (IP) to Businesses …………………………………………………………………… 20
History of Facebook ………………………………………………………………………………………… 26
Facebook and Business Marketing ……………………………………………………………………. 27
Facebook and Small Businesses ……………………………………………………………………….. 33
Business Postings to Facebook …………………………………………………………………………. 39
Special Offers and Facebook ……………………………………………………………………………. 42
Facebook and “Likes” ……………………………………………………………………………………… 45
Facebook Traffic vs. Actual Sales …………………………………………………………………….. 49
Summary ……………………………………………………………………………………………………….. 51
Chapter 3: Research Method ………………………………………………………………………………… 53
Research Methods and Design ………………………………………………………………………….. 56
Population ……………………………………………………………………………………………………… 59
Sample…………………………………………………………………………………………………………… 59
Materials/Instruments ……………………………………………………………………………………… 60
Data Collection, Processing, and Analysis …………………………………………………………. 62
Assumptions…………………………………………………………………………………………………… 64
Limitations …………………………………………………………………………………………………….. 64
Delimitations ………………………………………………………………………………………………….. 65
Ethical Assurances ………………………………………………………………………………………….. 65
Summary ……………………………………………………………………………………………………….. 66
Chapter 4: Findings …………………………………………………………………………………………….. 67
Results …………………………………………………………………………………………………………… 67
Evaluation of Findings …………………………………………………………………………………….. 94
Summary ……………………………………………………………………………………………………… 100
Chapter 5: Implications, Recommendations, and Conclusions ……………………………….. 101
Implications………………………………………………………………………………………………….. 101
Recommendations …………………………………………………………………………………………. 115
Conclusions ………………………………………………………………………………………………….. 117
References ……………………………………………………………………………………………………….. 119
Appendixes ……………………………………………………………………………………………………… 132
Appendix A: Consent Form ……………………………………………………………………………….. 133
Appendix B: Interview Questions ……………………………………………………………………….. 136
Appendix C: Case Data Collection ……………………………………………………………………… 137
List of Tables
Table 1: Revenue Received through E-Commerce…………………………………………………… 24
Table 2: Summary of Business-to-Consumer Themes by Research Question………………. 92
Table 3: Summary of Business-to-Business Themes by Research Question ………………… 93
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Chapter 1: Introduction
Facebook continues to gain popularity with Facebook Business (2015)
announcing more than 40 million small businesses are actively using Facebook pages as
marketing tools. Having a Facebook page alone is not advantageous to companies;
however, businesses benefit the most from the usage of social media when Facebook is
used positively as a public relation tool (Haigh, Brubaker, & Whiteside, 2013). Further
research found consumers are tired of telemarketing, but Facebook is different by
offering marketing tools that provide direct and immediate feedback to customers
(Ramsaran-Fowdar & Fowdar, 2013). Zadeh and Sharda’s (2014) research discovered
the importance of companies posting regularly to Facebook; however, a balance between
posting enough and too much must be reached by the companies since customers are
negatively influenced by too many postings. Although small businesses realize
marketing is essential to their success, small business owners have limited time and
resources to maintain a successful social media campaign (Schaupp & Bélanger, 2014).
Seventy-seven percent of small business owners stated they lack the knowledge or time
to manage digital marketing effectively (Peaslee, 2015). Knowing small businesses
desire to use Facebook effectively, research was needed to determine how busy and
overwhelmed business owners can best use Facebook to positively influence their
companies.
Background
Small businesses often do not have a large marketing budget, Facebook appeals to
these company owners since it remains the cheapest social media tool with the average
cost per thousand impressions being fifty-six cents while other media forms average two
2
dollars and fifty cents for the same one thousand impressions (Facebook Ads Benchmark
Report, 2013). Research also shows consumers prefer companies to use Facebook, but
they want the businesses to have meaningful posts without a great amount of unsolicited
sales messages (Hansson, Wrangmo, & Søilen, 2013). A study by Gamboa and
Gonçalves (2014) used Facebook to research the value of a fan by receiving 401 valid
responses on an online survey posted on Zara’s, a leader in beauty products, Facebook
page. The value of a Facebook fan was found to be $405.54 and this number is projected
to increase by 26 percent in the next decade (Gamboa & Gonçalves, 2014). Because of
the rising value of a Facebook fan, small businesses need research to determine how to
create and maintain Facebook fans.
With the increased usage of mobile phones, Facebook can now be accessed
anytime and everywhere. Sales through mobile phones even have their own term now as
m-commerce and retail sales using m-commerce are expected to exceed 22 billion dollars
in 2015, which is an increase of 10 billion dollars since 2012 (Statista, 2014). Research
of 894 college students in Taiwan showed 80 percent use Facebook every day with 10
percent spending more than three hours per day on Facebook (Tang, Chen, Yang, Chung,
& Lee, 2016). Knowing the easy access of Facebook and high usage of Facebook among
the current generation, small business owners need to know how to use it more
effectively as a marketing tool.
Research was needed to know whether the benefits of Facebook for small
companies coincides with the benefits derived by larger companies. A study targeting
Hokey Pokey Ice Cream found an 83 percent return on investment, a sales revenue
growth rate of 40 percent, and a 49 percent increase in brand awareness when using
3
social media as an advertising agent (Kumar & Mirchandani, 2013). Using Facebook’s
“like” feature, the following companies obtained millions of Facebook fans: Coca-Cola
(48 million), Disney (38 million), Converse (33 million), Starbucks (31 million), Red
Bull (29 million), and Oreo (27 million) (Deighton & Kornfeld, 2012). By researching
small companies in Missouri, small businesses can learn whether they can expect similar
results as larger, more established companies.
Facebook has many features, and research was needed to determine which
features are more advantageous to small businesses in Missouri. A recent online field
experiment in Taiwan showed a high number of likes on a Facebook page would increase
a consumer’s impulsive urge to buy a product or service (Chen, Su, & Widjaja, 2016).
Another study found customers often came to their places of business as a result of seeing
Facebook posts that advertised special deals and prices (Augar & Zeleznikov, 2014).
Another study analyzed search traffic and found it to be a beneficial way for analyzing
and forecasting sales volume; however, there does not currently seem to be data available
on Facebook traffic and actual sales (Jun, Yeom, & Son, 2014). By having in-depth
conversations with Missouri small business owners, research was obtained about which
Facebook features are most successful for these thriving businesses, which can help all
small businesses striving to use Facebook more effectively.
Statement of the Problem
Social commerce from the top 500 retailers in the United States reached $3.3
billion in 2014, which was a 26 percent increase from 2013 (Smith, 2015). Facebook is
by far the leader in social commerce and currently drives 64 percent of social revenue
and 50 percent of social referrals for retailers (Smith, 2015). Although small businesses
4
realize marketing is essential to their success, small business owners have limited time
and resources to juggle many hats (Schaupp & Bélanger, 2014). Seventy-seven percent
of small business owners stated they lack the knowledge or time to manage digital
marketing effectively (Peaslee, 2015). And 70 percent of small business owners reported
they would like to use digital media to increase their business and acquire new customers
(Peaslee, 2015). Social commerce is a revenue-driving opportunity for small businesses;
however, small business owners lack the knowledge and time to engage in Facebook
marketing. Research was needed to know whether the benefits of Facebook for small
companies parallels the benefits derived by larger companies. The problem investigated
was how small business owners in Missouri could use their limited time and knowledge
to create and implement effective Facebook marketing strategies. The results of this
study provide small business owners insights into the Facebook marketing strategies and
tools used by successful small business owners.
Purpose of the Study
The purpose of this qualitative study was to discover how effective Facebook
marketing strategies are created and implemented in Missouri small businesses. The
study utilized a purposeful sample. The participants included five small business-tobusiness owners and five small business-to-consumer owners in Missouri that employ
less than 100 full-time employees. In the United States, 99.7 percent of businesses are
considered small businesses, and businesses with less than 100 employees represent the
largest segment of small business employment (U.S. Small Business Administration,
2016b). In Missouri, 97.5 percent of firms are small businesses, and businesses with
fewer than 100 employees also represent the largest segment of small business
5
employment (U.S. Small Business Administration, 2016a). Therefore, the selected small
businesses for this research represent the homogeneity of Missouri’s workforce.
Triangulation was accomplished in this research by using interviews, observations,
archival documents, and visual materials as the combination of methods for data
collection in the study (Creswell, 2013; Pink, 2001). The findings of this study can help
other small business owners enhance their marketing practices on Facebook. Small
businesses owners will learn what strategies are best for their business type, the time
required to successfully market on Facebook, and the expenditures used for successful
Facebook strategies. Missouri small business owners will also gain valuable insight into
common misconceptions of Facebook marketing. The findings of the study will also help
small business owners work through common barriers faced by Missouri small
businesses when using Facebook as a marketing tool.
Research Questions
Because of the popularity of social media and revenue received from social
commerce, particularly Facebook, and its impact on business growth, and the lack of
knowledge and time of small business owners, research was needed to determine how
Facebook can be used as an effective marketing tool for Missouri small businesses.
Research needed to be conducted to determine how small business owners can
successfully use Facebook to market their businesses. The following research questions
guided the study.
Q1. How can Missouri small business owners create and implement effective
Facebook marketing strategies?
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Q2. How do Facebook marketing strategies differ in Missouri business-tobusiness small businesses and Missouri business-to-consumer small businesses?
Q3. Does the effectiveness of Facebook marketing vary by the type of business
(business-to-business vs. business-to-consumer)?
Q4. How much time do Missouri small businesses spend on developing and
implementing Facebook marketing strategies?
Q5. How much money do Missouri small businesses spend on developing and
implementing Facebook marketing strategies?
Q6. What are common misconceptions of Missouri small businesses marketing
on Facebook?
Q7. What are common barriers faced by Missouri small businesses marketing on
Facebook?
Nature of the Study
A qualitative study was chosen for this research to gain a deep knowledge on how
Missouri small business owners effectively use Facebook as a marketing tool. By using
qualitative research methods, researchers can gain a deeper and richer understanding of
events, decisions, experiences, processes, and problems faced by business owners when
implementi…
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