The Role of Social Media Marketing in Influencing Customer Purchase Decisions and Market Growth in the Marine and Offshore Oil & Gas Sectors

This study investigates the role of social media marketing in influencing consumer purchase decisions within the marine and offshore oil & gas sectors in Dhaka. The primary objective is to explore how various social media strategies impact consumer behavior and to identify the challenges faced by marketing professionals in this specialized industry. Utilizing a mixed-methods approach, data was collected through surveys distributed to 300 consumers and semi-structured interviews with 15 marketing professionals. The findings reveal that a significant majority of consumers perceive social media marketing as influential in their purchasing decisions, particularly when it involves interactive content and user-generated input. Marketing professionals acknowledge the effectiveness of social media but cite challenges such as managing negative feedback and ensuring consistent messaging across platforms. These insights highlight the importance of developing robust social media strategies that enhance engagement and build trust. The study concludes that while social media marketing holds substantial potential for driving consumer loyalty, companies must address the inherent challenges to harness its full value effectively. Overall, this research contributes valuable knowledge to both academic literature and industry practices, offering practical recommendations for optimizing marketing strategies in the marine and offshore oil & gas sectors.