Education Commons^™

Understanding Instructional Needs Of Entrepreneurs Learning Social Media Marketing, Kathryn A. Tomlinson

Walden Dissertations and Doctoral Studies

AbstractResearch has shown that early adoption of innovations often converges with the need for knowledge. The purpose of this basic qualitative study was understanding what types of instruction small business owners and their employees required to fill a gap in learning necessary skills to launch and maintain social media marketing campaigns. The conceptual framework was based on the unified theory of acceptance and use of technology model, which originated from social cognitive theory, the technology acceptance model, diffusion of innovations theory, and other sentinel studies. Research questions explored the needs and experiences of entrepreneurs learning how to launch and maintain …