The more things change the more they stay the same: A replicated study of small retail firm resources

Consumer engagement on social media: Evidence from small retailers

“…In the last three decades, there has been significant growth in the number of large retailers, as well as the nationalisation and globalisation of many retail firms. However, it is small firms that tend to dominate the retail industries in many countries (Campbell & Park, 2017;Hallak, Assaker, O'Connor, & Lee, 2018), and this is also so in Australia where over 95 per cent of all businesses are classified as small or micro (Grimmer et al, 2018).…”

“…The use of social media marketing in small firms varies; a French study found just 7 per cent of SMEs did not use social media (Nakara et al, 2012), whilst 31.5 per cent of small retailers in Tasmania, Australia were not using any form of social media to promote their businesses (Grimmer et al, 2018). For those businesses using social media, the most commonly used platform is consistently Facebook (Grimmer et al, 2018;Michaelidou, Siamagka, & Christodoulides, 2011). As stated earlier, small firms often do not have the resources and capability for strategic planning and implementation, including in marketing (Atanassova & Clark, 2015;Grimmer et al, 2018).…”

“…For those businesses using social media, the most commonly used platform is consistently Facebook (Grimmer et al, 2018;Michaelidou, Siamagka, & Christodoulides, 2011). As stated earlier, small firms often do not have the resources and capability for strategic planning and implementation, including in marketing (Atanassova & Clark, 2015;Grimmer et al, 2018). Calli and Clark (2015) identified five categories of barriers to the use of social media in small to medium enterprises (SMEs): management, IT, financial, staff, and the operating environment.…”

“…This study examined three different social media platforms, selected on the basis of them being the most common platforms used in a business context, particularly by small businesses (Grimmer et al, 2018).…”

“…Despite the growing use of social media marketing and its increasing value in generating engagement, many small firms are either yet to utilise social media or are not using it effectively or efficiently as a marketing tool (Grimmer, Grimmer, & Mortimer, 2018;Taneja & Toombs, 2014;Wang, Pauleen, & Zhang, 2016). Indeed, small retailers often lack the capabilities and resources to respond as effectively as their larger competitors in this regard (Atanassova & Clark, 2015;McDowell, Harris, & Geho, 2016).…”