Paradigm Shift From Traditional to Communicaiton and Technology Acceptance Models for the Survival of Family Businesses in Oman

Abstract

The deadly outbreak of different variants of covid-19 has not only created havoc on millions of lives and public health but has severely impacted the global market and shattered many countries' economies. A general phenomenon of shortage in public income, rise in unemployment, and breakdown in manufacturing and service industries have been noticed worldwide. Transportation, tourism, and accommodation industries have been badly affected. Oman has not been exempted from covid-19 mitigation measures. Through case studies, the authors explain the traditional resources of Omani family businesses and their adaptive approach to new media technology, resilience, and strategic communication to respond to the crisis created by the pandemic. This chapter will contribute as a reference document for the researchers to conduct a comparative study.