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Submitted
August 14, 2021
Accepted
September 20, 2021
Published
September 23, 2021
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Abstract

Purpose: Location-based marketing has become an essential component in today’s businesses. The principal objective of this study is to investigate the growing significance of using location-based marketing services to small and medium-scale marketers and customers.


Methodology: This is an exploratory study, which aims to explore the impact of location-based marketing on the retail sector of the Al Batinah region in the Sultanate of Oman.


Main Findings: Social media platforms play an important role in the Location-Based marketing of various retail sectors such as SME’s and these platforms play a major role in helping retailers to make decisions whether they wish to market their products by using this platform or not.


Implications: All organizations’ top-level management must focus on data mining to identify the right customers and at the same time they should focus on innovative marketing strategies on LBS.


Novelty: This study provides motivations and insights that drives businesses and customers to use these LBM services.

Keywords

Location Based Marketing Social Media Mobile Marketing LBM Tools Covid 19 Pandemic Oman

Article Details

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

Author Biography

Shantanu Shekhar, Lecturer, Business Studies Department, University of Technology and Applied Sciences – Al Musanna, Oman

 

 

How to Cite
Shekhar, S., Chandrasekaran, K., & Mathew, J. (2021). The impact of Location-based Marketing strategies on retail sectors in Al Batinah region during COVID 19 Pandemic. International Journal of Management, Innovation & Entrepreneurial Research, 7(2), 07–17. https://doi.org/10.18510/ijmier.2021.722
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