Abstract

Social media has provided a lot of opportunities for consumers to adapt to different aspects of life. Facebook, Twitter, and Instagram have played important roles in expanding the reach of consumers online Purchases. Although Oman and other Arab countries face a lack of use of these sites efficiently, we still have strong evidence for its use. This paper aims to understand the impact of social media on consumer behavior in Oman, and the types of social media Which are mostly used by consumers in Oman. To achieve these goals, we conducted a basic research method, A graph of the age groups that use social media in the Sultanate of Oman and the number of social media users in Oman, to verify the impact of social media sites on changing consumer behavior. The results show that Instagram has significantly changed consumers' purchasing decision towards choosing specific products. This study has several implications for both theory and practice.