Campus Units

Apparel, Events and Hospitality Management, Human Development and Family Studies

Document Type

Article

Publication Version

Published Version

Publication Date

4-2019

Journal or Book Title

Journal of Extension

Volume

57

Issue

2

First Page

v57-2rb2

Abstract

To assess small rural retailers' use of social media and the role of social media in their business sustainability, we conducted focus group interviews with small business owners/managers from rural communities in a midwestern state. Participants revealed strong interest in social media, especially for use in sales and marketing. However, their engagement in social media was limited due to lack of knowledge and resources (i.e., time, human resources, financial resources, effectiveness measurement) related to developing and updating content. On the basis of these findings, we examine implications for Extension professionals and outreach educators regarding social media needs and programming for small rural businesses.

Comments

This article is published as Son, J., Niehm, L. S., Russell, D. W., & Lee, J. (2019). Assessing the social media use and needs of small rural retailers: Implications for extension program support. Journal of Extension, 57 (2); v57-2rb2. Posted with permission.

Copyright Owner

Journal of Extension

Language

en

File Format

application/pdf

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