Keyword

Case Studies Digital Inequality Internal Migration Pedagogy Small Businesses Social Media

Abstract

The sustainability of small businesses is an important criterion as they act as the drivers of local economies. The success of small businesses will not only help in job creation but will also help to arrest the internal rural-urban migration that is a phenomenon very true for suburban communities all over the United States of America. Digital inequality between urban and rural America is further a well-established concept in the related fields. A large portion of college graduates will find themselves working for area businesses. Yet, the college curriculum often does not adequately address social media considerations for small businesses. Due to the disconnect between the modern business environment and the college curriculum, there is a need to unpack the complex issues relevant to small businesses and social media. However, there is not currently a case identical to this that addresses the modern climate of social media use within small businesses and their potential effects. This pedagogical tool will help fill that gap, providing fictional cases that instructors in both the business and communication classrooms can employ to better prepare future graduates to enter the socially connected workforce.


Full Text : PDF

References
  1. Ahlstrom, D. (2015). Successful Publishing in Academic and Scientific Journals: Framing and Organizing the Scholarly Paper. International Journal of Higher Education Management, 2(1), 106-120.
  2. Andzulis, J. M., Panagopoulos, N. G. and Rapp, A. (2012) A Review of Social Media and Implications for the Sales Process. Journal of Personal Selling & Sales Management, 32(3), 305-316.
  3. Artz, G. (2003). Rural Area Brain Drain: Is it a Reality? Choices, 18(4), 11-15.
  4. Barnes, N. G. (2010). Tweeting and Blogging to the Top: How do the Most Successful Companies Use Social Media? Marketing Research, 22(1), 8-13.
  5. Barnes, D., Clear, F., Dyerson, R., Harindranath, G., Harris, L. and Rae, A. (2012). Web 2.0 and Micro-Businesses: An Exploratory Investigation. Journal of Small Business and Enterprise Development, 19(4), 687-711. 
  6. Bennett, S. (2012). Social media is making a big impact on small business. [online] AdWeek. Available at: https://www.adweek.com/digital/social-media-small-business/ [Accessed 15 Apr. 2019].
  7. Bonwell, C. and Eison, J. (1991). Active learning: Creating excitement in the classroom. ERIC Digest [online]. Available at: https://eric.ed.gov/?id=ED336049 [Accessed 15 Apr. 2019].  
  8. Broekemier, G., Chau, N. and Seshadri, S. (2015). Social Media Practices among Small Business-to-Business Enterprises. Small Business Institute Journal, 11(10), 37-48.
  9. Carr, C. and Hayes, R. (2015). Social Media: Defining, Developing, and Divining. Atlantic Journal of Communication, 23(1), 46-65. 
  10. Fischer, E. and Reuber, A. R. (2011) Social Interaction Via New Social Media: (How) Can Interactions on Twitter Affect Effectual Thinking and Behavior? Journal of Business Venturing, 26, 1-18.
  11. Gibbs, R. (2006). Education as a Rural Development Strategy. Management Quarterly, 47(4), 34-43.
  12. Global Digital Report. (2018). Available at: https://wearesocial.com/blog/2018/01/global-digital-report-2018 [Accessed 15 Apr. 2019].
  13. Grewal, D. and Levy, M. (2013). Marketing. New York: McGraw-Hill.
  14. Helms, M. (2006). The case method of analysis. In: M. Helms, ed., Encyclopedia of Management, 1st ed. Farmington Hills, MI: Gale Cengage, pp. 67–69.
  15. Kruger, L. and Gilroy, A. (2013). Broadband Internet Access and the Digital Divide: Federal Assistance Programs. Journal of Current Issues in Media & Telecommunications, 5(4), 303-329.
  16. Levy, M. and Powell, P. (2003). Exploring SME Internet Adoption: Towards a Transporter Model. Electronic Markets, 13(2), 171-181.
  17. Maltby, E. and Ovide, S. (2013). Small Firms Say LinkedIn Works, Twitter doesn’t. The Wall Street Journal, [online]. Available at: http://online.wsj.com/article/SB10001424127887323926104578273683427129660.html  [Accessed 15 Apr. 2019].
  18. Mesney, A. (2013). Taking Stock of the Century-Long Utilization of the Case Method in Management Education. Canadian Journal of Administrative Sciences, 30(1), 56–66.
  19. Mills, B. and Hazarika, G. (2001). The Migration of Young Adults from Non-Metropolitan Counties. American Journal of Agricultural Economics, 83(2), 329-340. 
  20. Nummela, N. and Saarenketo, S. (2016). The dynamics of failure in international new ventures: A case study of Finnish and Irish software companies. International Small Business Journal 34(1) 51–69
  21. Sameer, K. (2013). Case study method: Why and how the best business schools use it. [online]. Available at: https://www.mbacrystalball.com/blog/2013/12/03/case-study-in-business-schools/ [Accessed 15 Apr. 2019].
  22. Small Business Administration, (2018). Research and statistics. [online] Available at:     
  23. https://www.sba.gov/category/advocacy-navigation-structure/research-and-statistics [Accessed 15 Apr. 2019].
  24. Smith, N. and Wollan, R. (2011). The power and business risks of social media. In: N. Smith, R. Wollan and Zhou, C., eds., The Social Media Management Handbook: Everything You Need to Know to Get Social Media Working in Your Business, 1st ed. Hoboken, NJ: John Wiley & Sons, pp. 3-15.
  25. Svinicki, M. and Dixon, N. (1987). The Kolb Model Modified for Classroom Activities. College Teaching, 35(4), 141-146. Available at: https://www.jstor.org/stable/27558239 [Accessed 15 Apr. 2019].
  26. Van Noort, G., Voorveld, H. and Van Reijmersdal, E. (2012). Interactivity in Brand Websites: Cognitive, Affective, and Behavioral Responses Explained by Consumers’ Online Flow Experience. Journal of Interactive Marketing, 26(4), 223-234.
  27. Wang, X., Yu, Y. and Wei, Y. (2012). Social Media Peer Communication and Impacts on Purchase Intentions: A Consumer Socialization Framework. Journal of Interactive Marketing, 26(4), 198-208.