TITLE:
Factors That Hinder Rural Small Business Owners from Adopting Internet Marketing as a Strategy
AUTHORS:
Veronica Triplett
KEYWORDS:
Internet Marketing, Social Media, Rural Small Businesses
JOURNAL NAME:
Open Journal of Business and Management,
Vol.12 No.3,
May
31,
2024
ABSTRACT: This study included exploring how rural small business owners use Internet marketing as a strategy. To understand the small business owner’s experiences, this study uncovered relevant factors influencing the business owner during decision-making. The general problem to be addressed is the lack of internet marketing used by small business owners. The project focused on rural small business owners in Sumter and Marengo counties in Alabama to gain their perspective on internet marketing, the impact that a failure to use internet marketing has on their businesses, and the specific factors that influence them not to use or ineffectively. The owners were the primary decision-makers for their business, and the interviews provided the qualitative data used to develop a list of crucial factors influencing the decision-making process, including internet marketing. The research methodology permitted a deeper understanding of the factors contributing to the problem and helped identify potential solutions to the problem. The study concludes with recommendations for future research and application to professional practice.