English abstract
The research is aimed to identify the impact of social media on the behavior of the Omani consumer. A questioaire was designed and allocated it to a sample of research ommunity that included two axes, social media advertisements and Omani consumer behavior. The researcher used the analytical descriptive approach and used the statistical analytical system (SPSS) in order to analyze the questionnaire data the research sample consisted of (263) students individually (Technical University, Modern College and Majan College in the Sultanate of Oman), where the researcher used the random sampling method to obtain the research sample. The research results showed psychological differences between male and female, as females were more likely to make purchase decisions compared to males, the study also showed a significant effect of using social media as an "independent factor" on the behavior of the Omani consumer in general.
The study also recommended the need to provide sufficient information to the consumer about products and companies so that the consumer can obtain all the information he needs to make his purchasing decision, also, the advertising companies should avail enough freedom to consumers so as to express their opinions and recommendations that relate to the products before and after the purchase takes place.
Keywords: social media, consumer behavior
