Year: 2025
Type: article
Study design: Observational Study
Abstract: This dissertation examines the impact of digital marketing on consumer behavior in Oman, focusing on how various digital marketing strategies influence consumer trust, engagement, and purchasing decisions. Utilizing a descriptive research design, data were collected from 500 respondents through structured questionnaires. Key findings indicate significant relationships between digital marketing exposure and consumer behavior, moderated by cultural and socio-economic factors. The results demonstrate that social media and influencer marketing are particularly effective in fostering consumer trust and engagement. The study contributes to the literature by providing region-specific insights and offers practical recommendations for marketers to optimize digital strategies in the Omani context. The research underscores the importance of cultural sensitivity and targeted marketing approaches in enhancing consumer loyalty and brand performance.
Authors: Dinesh Deckker, Subhashini Sumanasekara -
Institution: Wrexham University
Language: English
Subfield: Sociology and Political Science
Field: Social Sciences
Domain: Social Sciences
Open Access status: hybrid
OpenAlex ID: W4408886349