Abstract:

Marketing has been paying close attention to social media engagement because of its potential to influence consumer behaviour. A key component of marketing communication in Oman is the use of social media. In this research paper, we aim to identify the dynamics of the influence of social-media marketing elements (e.g., valuable campaigns, relevant content, frequent updates, popular content, and brand appearances on different platforms) on consumer perceptions of customer-brand relationship building. Researchers collected data on 209 respondents by using purposive sampling in a field survey conducted in Muscat, Oman. Adapted from prior research, the data collection instrument contains items measured on a Likert scale. Results of the study revealed that the predictors (advantageous campaigns, relevant content, frequent updates, popular content, and appearance of brand on various platforms) significantly impact customer-brand relationships. Consequently, this study adds to the growing body of work on social media marketing (SMM) by exploring the role of SMM in enhancing important branding goals, including customer loyalty. This study extends the benefits of social media marketing to management by providing insight on how to engage customers and increase sales.

Keywords: