A Qualitative Study Examining Digital Marketing Strategies of Sole Proprietors Working in Palm Springs, Californi

Sole proprietors represent an influential portion of the American economy yet retain a high rate of closure especially in their early years, therefore; this study sought to address a lack of available research regarding sole proprietor digital marketing strategies by investigating how existing sole proprietors use digital marketing to enhance business survivability, in the regionally specific area of Palm Springs, California. The purpose of this study was to investigate digital marketing strategies used by existing sole proprietors to see how their efforts were being spent online. The guiding theoretical framework for this study followed the Diffusion of Innovations Theory which seeks to interpret the spread and adoption of innovations by individual groups of people. This qualitative case study included 15 participants who worked in the Palm Springs area and took part in a short recorded interview. Observation of interviewee social networks was also monitored during data collection. Qualitative interview data was transcribed and later assessed using QDA Miner by Provalis Research. Three research questions helped guide this study: RQ1: What special challenges do sole proprietor study respondents face when engaging in digital marketing efforts via social networks. RQ2: How do sole proprietor study respondents perceive the influence of digital marketing on the exposure of products and acquisition of new clientele? RQ3: How do sole proprietor study respondents justify the time and energy spent creating and managing digital marketing campaigns on social networking sites? Results found for RQ1 indicated participant concern regarding time and knowledge pertaining to their respective digital marketing activities. Results for RQ2 showed participants perceived digital marketing as necessary and responsible for business growth. Results for RQ3 found participants limiting time and energy spent daily on their accounts, while believing in the potential of digital marketing. Recommendations for future practice and research include the development of learning portals addressing knowledge gaps for future sole proprietors to develop comprehensive digital marketing plans for the perpetuation of sustained business activities, in addition to continued qualitative research performed in this subject area.