Degree Type
Creative Component
Semester of Graduation
Fall 2020
Department
Apparel, Events and Hospitality Management
First Major Professor
Dr. Linda Niehm
Degree(s)
Master of Science (MS)
Major(s)
Apparel Merchandising and Design
Abstract
This creative component focuses on effective social media platforms and marketing practices utilized by small Iowa retail businesses. A resource-based view (RBV) view is used to explain the resources and processes necessary for small retailers to transition to a multi-channel model of e-commerce and a brick and mortar store. The paper also explores retail competitiveness during the COVID-19 pandemic. The paper provides a brief overview of the retail industry, an analysis of small retailer competitive advantages, a description of the hypothetical small retail firm, a SWOT analysis, and a digital marketing plan for a hypothetical small retailer.
Copyright Owner
Rajagopal, Malvika
Copyright Year
2020
File Format
Embargo Period (admin only)
12-4-2020
Recommended Citation
Rajagopal, Malvika, "Social media marketing and the new normal for small retail businesses" (2020). Creative Components. 674.
https://lib.dr.iastate.edu/creativecomponents/674
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Included in
E-Commerce Commons, Entrepreneurial and Small Business Operations Commons, Fashion Business Commons, Marketing Commons
