The impact of Location-based Marketing strategies on retail sectors in Al Batinah region during COVID 19 Pandemic

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.