Open AccessThe impact of Location-based Marketing strategies on retail sectors in Al Batinah region during COVID 19 Pandemic
Author(s) -
Shantanu Shekhar,
Kumaresan Chandrasekaran,
Joshy Mathew
Publication year - 2021
Publication title -
international journal of management, innovation and entrepreneurial research
Language(s) - English
Resource type - Journals
ISSN - 2395-7662
DOI - 10.18510/ijmier.2021.722
Subject(s) - business , novelty , marketing , pandemic , marketing strategy , scale (ratio) , exploratory research , covid-19 , geography , medicine , philosophy , theology , disease , cartography , pathology , sociology , anthropology , infectious disease (medical specialty)
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.