Authors : Kavitha Shanmugam; Dr. Rajendran Jayashree; Amira Zayid Sultan Al Ghafri; Hanna Said Nasser Al Siyabi

Volume/Issue : Volume 11 - 2026, Issue 5 - May

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Google Scholar : https://tinyurl.com/37nc22wz

Scribd : https://tinyurl.com/2pbvpfab

DOI : https://doi.org/10.38124/ijisrt/26May2011

Note : A published paper may take 4-5 working days from the publication date to appear in PlumX Metrics, Semantic Scholar, and ResearchGate.

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Abstract : This study investigates the paradigm shift from conventional marketing strategies to digital platforms and its impact on consumer behavior in Oman. A mixed-methods design was employed, combining a structured questionnaire survey (n = 72) with qualitative analysis of open-ended responses and in-depth thematic analysis of interview insights drawn from participating business owners and consumers. Descriptive statistics, one-sample z-tests for proportions, chi-square goodness-of-fit tests, and point-biserial correlation were applied to the quantitative data.

Keywords : Digital Marketing; Consumer Behavior; Paradigm Shift; Social Media; Conventional Marketing; Oman.

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