Exploring the Challenges and Opportunities of Social Media Marketing among Small and Medium-Sized Enterprises (SMEs) in Oman

This study examines the adoption patterns, challenges, and opportunities associated with social media marketing among Small and Medium-Sized Enterprises (SMEs) in Oman. Employing a mixed-methods research design, data were collected from 210 SME representatives across diverse industry sectors. Findings indicate that younger entrepreneurs (aged 18–35) constitute the primary drivers of social media adoption, with Instagram (42.93%) and TikTok (20.98%) emerging as predominant platforms. Key challenges include financial constraints (24.29%), inadequate digital marketing expertise (30.95%), and sustained demands of content creation (29.65%). Despite these barriers, SMEs primarily utilize social media for customer acquisition (35.24%) and recognize its potential as a cost-effective brand development tool. However, only 18.64% of respondents rated their social media initiatives as "very effective," indicating a significant effectiveness gap. The study offers practical recommendations including implementation of digital literacy programs, strategic investment in analytics and artificial intelligence tools, and development of localized, influencer-driven content strategies to enhance engagement and foster sustainable competitive advantage.

Albalushi, K. S., Al Mujaini, Y. A., & Ahmed, Z. (2026). Exploring the challenges and opportunities of social media marketing among small and medium-sized enterprises (SMEs) in Oman. International Journal of Innovation and Strategic Business Management, 1(1), 1–8. https://doi.org/10.1x.xx/ij1sbm.xxxx23