CHAPTER 2
REVIEW OF RELATED LITERATURES AND STUDIES
This chapter presents the related literature and studies after the
thorough and in-depth search done by the researcher. This will also present the
synthesis of the art, theoretical ad conceptual framework to fully understand the
research to be done and for better comprehension of the study.
RELATED LITERATURE
A growing number of researchers have examined the effects of
personalized advertising in traditional media. however, little has been known
about personalized advertising on Facebook. The primary objectives of this
research are threefold: (1) Develop a comprehensive model that captures the
effects of perceived personalized ads on Facebook on customer attitudinal and
behavioral reactions (ad credibility, ad avoidance, ad skepticism, ad attitude, and
behavioral intention) to the ad; (2) Test hypothesized relationships using two data
sets collected through an online survey; and (3) Develop appropriate customer
segments based on personal views of personalized ads on Facebook. The paper
reveals that eleven out of thirteen hypotheses are supported and that three
market segments are identified including Ad Lovers, Ad Accommodators, and Ad
Haters. The paper concludes with conclusion and discussions highlighting
managerial and research implications(Tran, 2017)
Social media usage has grown rapidly in recent years, as individuals have
incorporated social networks such as Facebook into their daily activities and
businesses have begun to use social tools to interact with consumers. Many
social media tools, likewise, have applications relevant for marketing education.
This study assesses the adoption of social media as educational technology
among marketing educators. The results suggest that, while many of those
surveyed use social media personally, most tools have not been widely
embraced for educational purposes. Reported barriers to adoption include limited
time, challenges adjusting to the quantity of tools available, and perceived
functional uses of the tools. Implications for marketing educators are discussed
(Tuten & Marks, 2012)
The millennial generation of students are digital natives coming to higher
education with extensive experience in social media. Business and other
organizations are expecting their recruits to have high proficiency in these
technologies, too. This article is an overview of the use of the main social media
in teaching. Facebook, blogs, YouTube, Twitter, MySpace, and Second Life are
discussed with examples of how they can be used to foster robust collaboration
among learners in management education. The movement to richer media such
as video blogs (vlogs) is assessed. Caveats for implementing the social media in
higher educational settings are noted(Wankel, 2009)
Social media hype has created a lot of speculation among educators on how
these media can be used to support learning, but there have been rather few
studies so far. Our explorative interview study contributes by critically exploring
how campus students perceive using social media to support their studies and
the perceived benefits and limitations compared with other means. Although the
vast majority of the respondents use social media frequently, a “digital
dissonance” can be noted, because few of them feel that they use such media to
support their studies. The interviewees mainly put forth e-mail and instant
messaging, which are used among students to ask questions, coordinate group
work and share files. Some of them mention using Wikipedia and YouTube for
retrieving content and Facebook to initiate contact with course peers. Students
regard social media as one of three key means of the educational experience,
alongside face-to-face meetings and using the learning management systems,
and are mainly used for brief questions and answers, and to coordinate group
work. In conclusion, we argue that teaching strategy plays a key role in
supporting students in moving from using social media to support coordination
and information retrieval to also using such media for collaborative learning,
when appropriate(Hrastinski & Aghaee, 2012)
This work explores how Italian regional Destination Management Organisations
(DMOs) strategically employ Facebook to promote and market their destinations,
and improves on the current metrics for capturing user engagement. Based on
big data analysis from the regional DMOs' Facebook pages, supplemented with
semi-structured interviews conducted with DMO managers, the study sheds light
on the factors contributing to superior level of social activity. The findings indicate
that the way Facebook is tactically and strategically employed varies significantly
across Italian regional DMOs. Visual content (namely photos) and moderately
long posts have a statistically-significant positive impact on DMOs' Facebook
engagement, whereas high post frequency, and early daily timing (in the
morning) of posts have a negative impact on engagement. Last but not least, the
study shows that most of the regional DMOs (except for Trentino, Tuscany, and
Sicily) deploy Facebook with a top-down approach, allowing for little spontaneous
user generated content (UGC)(Mariani et al., 2016)
RELATED STUDIES
Dr Ampu Harikrishnan, et. al. in his paper named Impact Study of Social
Media Marketing Among Youth: With Special Reference to Jalandhar, Punjab
has stated that “The studies show that new generation or youth i.e. born after
1990, is almost dependent on such sites for different things like, communicating
with friends, college notes, new trends and fashion, current issues and many
such things. This is a well known fact that globally youth is the biggest users and
even consumers of such sites. There lies a vast scope for the © 2019 JETIR
February 2019, Volume 6, Issue 2 www.jetir.org (ISSN-2349-5162)
JETIRZ006096 Journal of Emerging Technologies and Innovative Research
(JETIR) www.jetir.org 616 marketers in this area, they use to promote their
products on these sites and the respective sites use to earn income from such
advertisers”.
Kevin Curran, et. al. in his paper Advertising on Facebook has said that
“Facebook Marketing can target advertisements based on user’s demographic
profiles and stated interest like and dislikes, offering advantages over alternative
form of advertising.”
Vivek Bajpai, et. al. in his paper Social Media Marketing: Strategies & Its
Impact has said that “media like Facebook create a loyal connection between
product and individual which leads to large advertising opportunities.”
Omowale Adelabu, in his paper Social Media, Advertising Messages and
the Youth: Any Influence? Has specified that “As more and more youth depend
on social media for their needs, advertisers see it as an avenue to carry their
advertising messages and to reach this important market segment.
Manufacturers who produce goods and offer services that appeal to youths
usually place their adverts on social media.” His research also proved that that
the most popular social media site is Facebook, which attracted many young
adults.
Huria S, in his paper Research on an Insight into Facebook usage Habits
and Marketing conveyed that “Facebook is word that has become a part of
today’s vocabulary. It is a social networking website where interaction with other
people online is possible. Today it has over 100 million active subscribers and is
continuing to grow. For advertisers or internet marketers, this kind of numbers is
hard to pass up. With so many people in one place at one time, this website will
definitely be a dream-come-true for internet marketers”. He also said that the
best place for a business to market its products is undoubtedly Facebook in
today’s times.
Di Yang, in the paper Using Facebook for Marketing has said that “It is
necessary for companies to establish a presence on social media sites especially
on Facebook. Firstly, from the research, Facebook and other social media
networks (e.g. YouTube and Instagram) show a high engagement with users.
Facebook, especially, creates a great opportunity for marketers to set up
marketing campaigns and build brand awareness”.
This research paper talks about one of the most important functions of
businesses, ie, Marketing. It lays much emphasis on social media marketing and
mainly Facebook Marketing and how impactful it is among the students.
Facebook Marketing is an important tool for the firms and this research paper
tries to emphasize upon the effectiveness of it. This study attempts to understand
the efficiency of Facebook Marketing and how it is the most popular source of
social media marketing for the businesses(Reddy & Kumar, 2019)
As a social network site, Facebook has been one of the most important
social trends of the last decade. Organizations are interested in exchanging and
spreading information, trading products or services, staying close to current and
potential customers, acquiring a better understanding of their customers and
other benefits generated by Facebook. The aim of this study is to analyze and
determine the effectiveness of Facebook as an advertising medium. It tries to
describe the effectiveness of Facebook as a medium to advertise and how it
correlates with the benefits derived. A survey was carried out on university
students who regularly come in contact with Facebook advertising through their
mobile phones and computers. The findings showed that there is a very strong
relationship between effectiveness of Facebook advertising and benefits derived.
Facebook helps in describing and promoting new products in such a way that it
creates or enhances brand images across cultures and markets. It is essential
that businesses understand Facebook and the strategies behind using social
media advertising for growing their businesses especially the ones targeted at
university students(6348544500.Pdf, n.d.)
The aim of this study is two-fold: on the one hand, to identify the
importance of social media in improving knowledge exchange, on the other hand,
this paper explores the realities of Facebook usage in five Spanish universities
and its relevance. The chosen research method was documentary analysis,
consisting of the observation of the official websites of the top five universities in
Spain and their corresponding fan pages. The findings reveal that there is a clear
need for the development of more effective marketing strategies aimed at the
creation of an online social space to generate greater opportunities for
communication(Blazquez et al., 2020)
