Social media has grown to be an integral part of our lives and has therefore become a significant tool globally for marketers and consumers to connect with each other. This study attempts to examine the entrepreneurial scope that exists in the Sultanate of Oman amidst the social media service industry in the nation. The review of literature demonstrates that social media as a public trend as well as a marketing phenomenon is gaining prominence globally and across the Arab region. It has been observed that social media, in general and in specific to its role in marketing and other aspects of businesses has been covered broadly on a global scale. However, an effort to understand the scope this field offers in terms of entrepreneurial opportunities and challenges in Oman has not yet been attempted from the point of view of an emerging nation like the Sultanate. On one hand, the global picture reveals opportunities for entrepreneurial ventures in social media services as the industry is diverse and growing; but on the other hand, the existing social media entrepreneurial ventures seem stunted in growth when compared to its potential indicating underlying challenges that needs to be studied. The main objectives of this study are as following: 1. To explore the field-specific, customer-specific, country specific opportunities and difficulties faced by the social media service vendors in Oman, in terms of Oman’s socio political, regulatory and economic scenario. 2. To determine the perceived scope and need of the social media services among a cross-section of companies in Oman.

Social media has grown to be an integral part of our lives and has therefore become a significant tool globally for marketers and consumers to connect with each other. This study attempts to examine the entrepreneurial scope that exists in the Sultanate of Oman amidst the social media service ind...