Impact of Instagram on the Marketing Performance of Home-Based Businesses in the North Al Batinah Region, Oman

Abstract

This study investigates the effectiveness of Instagram-based marketing strategies for home-based businesses (HBBs) in post-pandemic Oman by applying social selling and interaction theory. The research focuses on the dynamic relationships among interactivity, information content, and trendiness on Instagram, examining how these factors collectively influence the marketing performance of HBBs. Data were gathered from 100 HBB owners through a structured questionnaire. The findings reveal significant correlations between the use of Instagram and improved marketing performance for these businesses, demonstrating the platform’s importance in the current market landscape. Despite acknowledging certain research limitations, the study emphasizes Instagram's unique role as a powerful marketing tool for HBBs. The research suggests that future studies should include larger and more diverse samples to obtain more comprehensive insights. Ultimately, this study enhances the existing literature on Instagram marketing for HBBs and offers practical implications for business owners, contributing to a deeper understanding of social media marketing dynamics in this sector.