CHAPTER II

REVIEW OF RELATED LITERATURE

This chapter contains the related foreign and local literatures such as the articles
and previous studies related to the topic of the study which the researchers used as a
basis and confirmation of the information written in this paper.

An individual that holds a business tend to use social media as they think it could
be a help to their business. A Global study done by a group of people in a research –
world site namely: ResearchGate.net (2016) had proven that statement. Upon providing
a systematic review of literature on the “social media marketing”, figuratively, they
show how social media helps a business in different aspects such as sales and marketing
in a business that made the business owner ensue to use social media for advertising.
Upon the given attestation, it proves that social media advertising can actually helps a
business.

Nowadays, social media has been part of the people’s daily life as it is not just for
people who has a business to advertise but for everyone. Forasmuch as that, people
who use social media were able to see different Ads in different part of social media.
According to M. Nick Hajli (2013), social media have provided new opportunities to
consumers to engage in social interaction on the internet; consumers also use social
media, such as online communities, to generate content and to network with other
users, and not just the business holders. This idea is a good thing for both business
holder and consumer, however, the social media advertising is not always good for the
consumers as it is for the business holders.

It is inarguably true that the social media itself has an impact in advertising. An
article made by Michael Cohn (2009) stated that, marketers are using traditional forms
of marketing as well as using the internet to reach out to customers and potential
customers and getting those customers and potential customers to reach out to them;
the number of people who regularly use various social media channels has grown
dramatically and more and more people are getting more and more involved with the
social media to grow their businesses and to build relationships with other people all of
the time. It is actually one of the easiest, least expensive, and most effective ways to
gain exposure and to strengthen the business's reputation. And it made it noticeable
that the social media itself has also an impact to advertising.
 Social Media is not just an extensive matter of being online. Holy Paquette (2013),
with the help of gathered datas along with her own article, had concluded that retailers
can increase awareness of their brand by being creative when engaging customers on
social media sites; social media sites are a great stage for retailers to create an
experience and retailers can use information stored on social media sites to improve
user experience with their brand. Social Media can also be a tool for marketing.

Social Media Advertising is not just for individuals only. An organization or maybe
a group of people can communicate can negotiate also in one particular part in social
media. A case study on Facebook has expounded that Facebook provides the ideal
platform for direct communication between organizations and customers. Marketing on
social network sites has to follow new rules and principles and each organization has to
clearly determine if social media marketing is appropriate for them or not. It was only a
matter of time until businesses and advertisers discovered social network sites as the
perfect marketing tool to drive their businesses forward. Social media as marketing
tools give marketers the unique advantage to be at the same place as their customers,
to interact with them and to gain access to their attitudes, needs, interests, preferences,
wants and buying patterns. Clearly, social media advertising can be done in a group by a
numerous number of people.

It is unmeasurable for people to know how effective the social media advertising
can be. In India (2016), a study stated: Social media websites allow marketers to employ
a broad range of tactics and strategies to promote content. Many social networks allow
users to provide detailed geographical, demographic, and personal information, which
allows marketers to tailor their message to what is most likely to resonate with the user.
Because Internet audiences can be better segmented than more Traditional marketing
channels, companies can ensure that they are focusing their resources on the audience
that they want to target. A major strategy used in social media marketing is to develop
messages and content that individual users will share with their family, friends, and
coworkers. This strategy relies on word of mouth, and provides several benefits. First, it
increases the message’s reach to networks and users that a social media manager may
not have been able to access otherwise. Second, shared content carries an implicit
endorsement when sent by someone that the recipient knows and trusts.