INVESTIGATIVE STUDY OF PREFERRED SOCIAL MEDIA MARKETING IN SAFEER MALL, SOHAR, OMAN

Abstract

PurposeThe objectives of the study are to examine the customer choice of preference among the various marketing strategies (Social Media, MMS/SMS, advertisement through newspapers, magazines, etc.); to investigatethe awareness of social media marketingand, to find out the preferred social media platform and the security concerns of the customers with respect to such platforms.Design/methodology/approachThe sample survey was involving both qualitative and quantitative methods of data collection. 202 samples were collected through a well-defined questionnaire. The sample included 102 customers of the Mall, 50 university students (both of these samples were selected on a convenient sampling basis) and 50 residents from Safeer vicinity (selected on a simple random sampling basis).FindingsThe empirical results reveal that an easy and good means to influence the customers of the mall is through social media marketing. The study also reveals that the customers do not feel secure through social media, as their identities might be stolen or misused. The study confirms that the customers do not perceive social media marketing as an attractive and effective tool as they still prefer the traditional methods.Practical ImplicationsThe study confirms that it is good means to approach the customers of the mall through social media marketing as the customers can easily be influenced which will boost the business in an easier way.Social ImplicationsThe study emphasizes on the mall's participation and posting of more contents to their social media pages, clarifying the customers on the security issues. The malls should use social media marketing along with the traditional marketing method so as to cope up with the preferences of the customers.Originality/valueNo study has investigated the awareness and the preferences of the social media marketing platforms of the malls of Oman, and this study will help the malls to plan on the new marketing avenues and techniques.