The Impact of Social Media on Consumer Buying Behaviour in Oman

THE IMPACT OF SOCIAL MEDIA ON CONSUMER BUYING BEHAVIOUR IN
OMAN
1

1. Executive Summary
The social media has given rise to immense opportunities for consumers to explore varied
aspects of life. Use of social media, Facebook, Twitter, Instagram, YouTube, and other platforms
have expanded consumers' online purchases. Usage of social media sites is considerably less in
Oman, however increasing the number of businesses’ are transforming to include social media
usage as their marketing platform. Social media usage definitely has an impact on consumer
behavior, motivating them toward a purchase decision. The scope of the current paper aims at
analyzing consumer behavior which is impacted by social media usages. In order to arrive at the
findings of the study, primary data usage has been utilized by the use of interview and
questionnaire. A brief research methodology has been for the study. A literature analysis from
various articles has been conducted to arrive at the main theories related to the study. A timeline
for conducting various activities related to the study has been established, which would allow
completion of the study.
2

Table of Contents
1. Executive Summary.................................................................................................................2
Table of Figures...............................................................................................................................3
Table of Tables................................................................................................................................3
2. Introduction..............................................................................................................................4
3. Rational....................................................................................................................................5
4. Objective of the study...............................................................................................................7
5. Literature Review........................................................................................................................7
5.1 Analysis of type of Consumers & Products for Social Media...............................................7
5.2 Analysing Consumer Decision Making Process....................................................................8
5.3 Understanding Influences of Consumer Behaviour...............................................................9
6. Research Methodology...........................................................................................................11
7. Time Plan...............................................................................................................................12
8. Limitations of Research..........................................................................................................13
9. Reference Lists.......................................................................................................................14
Table of Figures
Figure 1: Instagram Users in Oman in 2017................................................................................................6
Figure 2: Consumer Decision Making Process............................................................................................9
Figure 3: Factors Affecting Consumer Behaviour.....................................................................................10
Table of Tables
Table 1: Thematic Analysis Codes & Sub-Codes........................................................................................13
Table 2: Analysing Impact of Consumer Behaviour in Oman.....................................................................14
3

2. Introduction
Technological advancements globally have dynamically improved customer shopping experience
(Schivinski & Dabrowski, 2016). Consumer’s preferences from shopping malls have gradually
transformed to include online shopping from e-commerce platforms. Online shopping has
transformed with enhancement in information and communication technologies, with which
consumers are able to shop from different websites. Online shopping, Internet shopping, and
online buying behavior are the process of buying products or services by use of the Internet using
Social Media. Social media includes Social Networking Sites includes networking of
relationships along with interactions with different users, such as individuals or groups
(Solomon, Dahl, White, Zaichkowsky & Polegato, 2014). Usage of Social Media can easily be
used in facilitating the sharing of varied information and in undertaking communications.
Companies make use of social media as it supports various aspects such as marketing, business,
education, and advertising. It can be said that business makes use of Social Media (SM) to
interact with consumers directly regarding their products. Consumers are making use of
technology in a progressive manner utilizing SM as a tool for making online shopping. It is an
electronic process which allows consumers to directly interact with people for meeting their
purchase oriented meets. Presence of SM has allowed spreading awareness regarding online
purchases faster, which in turn increased potential customers being converted into buyers. SM
allows customers to share their personal purchase experience amongst other users and friends by
providing their positive or negative opinions. It has been noted that approximately 25% of all
consumers in SM posts links or updates information related to products. Interacting with
customers on social media allows increasing potential customers and in undertaking an important
role in persuading consumers. Social marketing has been regarded to be one of the key factors
required for persuading consumers to make their online purchases. SM is used by consumers in
4