Variables and Survey Items	Definition
Use of Communication Technologies
To what extent is building/maintaining your company’s online presence a problem?	1= N/A-Don’t do anything online 2= Not a problem at all 3= Somewhat of a problem 4= Major problem
What types of social media does your business use?	1=N/A – Do not use social media 2= Facebook 3= Instagram 4= Twitter 5= Pinterest 6= Other social media
Communication Technology Contributions
To what extent is your company’s online activity important to the success of your business?	1= N/A-No online activities 2= Not at all important 3= Little importance 4= Average importance 5= Very important 6= Absolutely essential
To what extent is your company’s use of social media important to the success of your business?	1= Not at all important 2= Little importance 3= Average importance 4= Very important 5= Absolutely essential
Perceived Business Success
How successful do you consider your business?	1= Very unsuccessful 2= Somewhat unsuccessful 3= Neither successful or unsuccessful 4= Somewhat successful 5= Very successful
Business Characteristics
Length of Business Operation	Range from 0 to 83 years (continuous)
Rural or Urban	1= Rural 2= Urban
Family-owned or Nonfamily-owned	1= Nonfamily-owned 2= Family-owned
Owner Demographics
Age	Owner age in 2019 (continuous)
Gender	1= Male 2= Female
Education Level	1= Never attended school or only attended kindergarten 2= Elementary school 3= Some high school 4= High school graduate 5= Some college or technical school 6= Four-year college graduate 7= Graduate degree
Ethnicity	1= Asian 2= Black or African American 3= Native Hawaiian or Pacific Islander 4= American Indian or Alaskan Native 5= White 6= Biracial 7= Hispanic or Latino