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)