This study provides a step toward closing the gap between desired and actual social media marketing knowledge by examining how collective shopping deals, also known as group buying deals, can be used by small businesses. Using equity theory as a conceptual basis, the study examines how buyers value collective buying deals and how that value translates into positive future outcomes for the firm, including repurchase intentions and positive word-of-mouth. This study provides a step toward closing the gap between desired and actual social media marketing knowledge by examining how collective shopping deals, also known as group buying deals, can be used