First Advisor

Marvin Washington

Date of Award

Fall 12-1-2022

Document Type


Degree Name

Bachelor of Science (B.S.) in Business: Management and Leadership and University Honors






Social media, Retail stores -- Internet marketing, Small business -- Internet marketing, Small business marketing




This thesis examines the implementation of various strategies and goals for small to medium brick-and-mortar enterprises regarding their use of social media. Drawing from primary data collection with small brick-and-mortar businesses within the greater metro area of Portland, Oregon, the value of social media is the ability of an organization to create a sense of value for their consumers while promoting positive relations and enhancing the consumer's ability to interact with an organization on a more personal level. Focusing on the implementation of various strategies and promotional efforts to increase the success of these small businesses and align their organizational goals with those of their social media use this thesis outlines several strategies that enable small brick-and-mortar businesses to be more successful in their use and application of social media.


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