Social media has become very popular over the past decade. The number of social media users continues to grow. It is reported that approximately one-quarter of the world's population uses social media (Weatherspoon, Weatherspoon, & Ristau, 2015). Social media sites were traditionally used by people to share photos and interact with friends and family. However, today, social media has taken its place in many businesses. Businesses are now using social media to advertise/market and communicate with stakeholders/customers. The purpose of this qualitative case study was to examine and develop a better understanding of social media benefits, uses, and experiences among small businesses (preschool) leaders in North Miami Beach, Florida, USA.
Some preschools are private and have a profit motive, thus, making them for-profit institutions. For-profits are businesses that are established to gain monetary benefits (Lam, Klein, Freisthler, & Weiss, 2013). Social media offers several benefits to small businesses, such as a medium to communicate with customers/stakeholders and for the marketing of products or services.
A case study methodology was used in this study. The leaders of ten small businesses (preschools) were interviewed. The business's social media pages were also observed. The theories which build the foundation for the current study are the diffusion of innovation and technology acceptance model. The results gained from this study provided an in-depth understanding of preschool leaders' experiences with social media.
|Advisor:||Czelusniak, Vernon L.|
|Commitee:||Stafford, Timothy M, Chmielewski, Todd L|
|School:||St. Thomas University|
|School Location:||United States -- Florida|
|Source:||DAI-A 81/11(E), Dissertation Abstracts International|
|Subjects:||Educational leadership, Education|
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