The “digital divide” for rural small businesses

W. Richmond, Scott Rader, Clinton D. Lanier · 2017 · Journal of Research in Marketing and Entrepreneurship

Summary. Rural small businesses in North Carolina lag behind non-rural counterparts in adopting digital marketing practices, despite having improved broadband access. The digital divide for rural businesses stems not from lack of internet connectivity but from failure to use web and social media marketing tools effectively. Policymakers must address both infrastructure and business capacity to use it.

Read the original

Cite this article

Richmond, W., Rader, S., & Lanier, C. D.. (2017). The “digital divide” for rural small businesses. Journal of Research in Marketing and Entrepreneurship. https://doi.org/10.1108/jrme-02-2017-0006

@article{richmond-2017-digital-divide-rural-small-businesses,
  title   = {The “digital divide” for rural small businesses},
  author  = {W. Richmond and Scott Rader and Clinton D. Lanier},
  journal = {Journal of Research in Marketing and Entrepreneurship},
  year    = {2017},
  doi     = {10.1108/jrme-02-2017-0006},
  url     = {https://doi.org/10.1108/jrme-02-2017-0006}
}

TY  - JOUR
TI  - The “digital divide” for rural small businesses
AU  - W. Richmond
AU  - Scott Rader
AU  - Clinton D. Lanier
JO  - Journal of Research in Marketing and Entrepreneurship
PY  - 2017
DO  - 10.1108/jrme-02-2017-0006
UR  - https://doi.org/10.1108/jrme-02-2017-0006
ER  -

Details

DOI: 10.1108/jrme-02-2017-0006
Countries: United States
Regions: North America
Categories: broadband-and-digital, entrepreneurship, policy
Added: 2026-04-28