Online Marketing Strategies for Increasing Sales Revenue for Small Retail Businesses (KEY IJP************337)

• Ratnesh Tripathi

Abstract

Small retail business leaders use online marketing to connect with consumers and the community. The purpose of this qualitative multiple case study was to explore the strategies some small retail business leaders use to implement online marketing to increase sales.Data were collected from 4 small retail business owners who successfully used strategies to implement online marketing in California. The conceptual framework for this study was Rogerss diffusion of innovation theory. Data collection techniques and sources were semi structured, face-to-face interviews, and review of public business documents, company websites, social media websites, and analytical tools. A thematic analysis of the data yielded 4 themes: social media platforms and strategies, online marketing strategies and challenges, online content strategies, and follow-up strategies.