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Submitted
March 13, 2024
Accepted
April 12, 2024
Published
April 17, 2024
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Abstract

Purpose of the study: This study aims to investigate the influence of demographic factors such as the Employment sector, Education, and Designation on Digital Content Marketing dimensions such as Brand awareness (BA), Customer Engagement (CE), Customer Retention (CR), and Customer Information (CI) from Oman's leading SMEs. 


Methodology: This study used a deductive research approach to test hypotheses. A survey of 155 Omani SME managers in middle and senior roles was conducted. Demographic variables were analyzed using one-way ANOVA statistical analysis to compare their influence on the research findings.


Main Findings: This study found significant influence of content marketing on the Hospitality, Technology, and Service sectors, which use websites, blogs, and social media. In contrast, Engineering, Real Estate, Education, and SME managers focus more on customer engagement and retention. Education level also impacts brand awareness, customer retention, and engagement.


Applications of the study: The results of this study will help SMEs and businesses target audiences more effectively, create content that appeals to their interests, select the best distribution channels, and optimize their marketing spending. This study advances knowledge of efficient marketing strategies in Oman's developing digital environment.


Novelty of the study: The study provides a fresh perspective on how geographical and demographic variables influence digital content marketing strategies of SMEs in Oman, presenting original empirical data from this understudied region and sector.

Keywords

Digital Content Marketing Demographic factors Small and Medium Enterprises (SMEs) DCM Dimensions Sultanate of Oman

Article Details

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Creative Commons License

This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

Authors retain the copyright without restrictions for their published content in this journal. IJMIER is SHERPA ROMEO Journal. 

Publishing License

This is an open-access article distributed under the terms of  Creative Commons License

How to Cite
Mathew, J., Shekhar, S., Chandrasekaran, K., & Simon, S. (2024). Navigating Oman’s Digital Landscape: The Impact of Demographics on SME Marketing. International Journal of Management, Innovation & Entrepreneurial Research, 10(1), 23–34. https://doi.org/10.18510/ijmier.2024.1014
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