CHAPTER 2

REVIEW OF RELATED

LITERATURE
a. Review of Related Studies

Social media can increase students learning through students

interactions, challenges arise when social media are incorporated into

an academic course. The students are familiar with the agreeable to

using certain types of social media can cause educators to

inadvertently fail to provide the resources or encouragement necessary

to support student usage and learning (Cole, 2009; Väljataga and

Fiedler, 2009). Arnold and Paulus (2010) found that even when social

media is used for an educational purpose , student incorporate the

technology into their lives in a way that may differ from the

intentions of the course instructor. For example, off-topic or non-

academic discussions occur on social media because of its primary

design as a social networking tool (Lin et al., 2013). Further, as a

student’s age increases, the frequency of off-topic discussions also

increases (Lin et al., 2013). This indicates that while social media

may encourage broader discussions of course content, older students

may spend more time than younger students engaging in unrelated

discussions. Social media can also negatively affect student GPA as

well as the amount of time students spend reparing for class (Annetta

et al., 2009; Junco, 2012b). One explanation for this impact is that

social media provides too much stimulation and therefore can distract

students from completing their coursework (Hurt et al., 2012; Patera

et al., 2008). Another reason for this may be that students who spend
more time on social media may have difficulty balancing their online

activities and their academic preparation.

Social media can also be a challenging instructional strategy to

incorporate because it attempts to balance the authority of the

educator with the active participation of the students. Collaboration

through social media supports more of a constructivist approach to

learning, where students and educators can work together to co-create

understanding of particular topic, rather than an approach that

emphasizes individual contributions (Stevens, 2009). A s a result,

students and educators become equal participants in the sharing

process. Though this seems beneficial for creating and disseminating

knowledge, social media can also become a privacy concern(i.e. cyber-

plagiarism)as well as an outlet for abuse and cyber-bullying ( Chen

and Bryer,2012; Fryre et al , 2010; Jackson , 2011; Smailes and

gannon-Leary,2011). This suggest that establishing standards for

social media use should include behavior and attitude guidelines

similar to those enforced in the classroom.

b. Theoretical Framework/ Conceptual Framework

Social media has not remained a phenomenon, it has reshaped into an

approach, an attitude. It is just not a fad but a process that is here

to stay, empowering the daily lives of the global individuals

belonging to various castes & religions. Over the period of time, the

strategies used for interacting with the customers have changed

drastically. Social media now serves as a vital component of any

company’s Integrated Marketing Communication (IMC) program and acts as

a hybrid element of its promotional mix. The research paper aims to

enhance the theoretical body of knowledge and provide a conceptual

social media advertising model (SMAM). The model is backed and

supported by two popular theories of consumer behavior known as Theory

of Reasoned Action (TRA) and Uses and Gratification Theory (U&G).

Moreover, the proposed model conceptualizes a series of consumer

beliefs and motivational constructs that have an impact on consumer

attitudes and their underlying behavioral intentions. The paper

concludes with pragmatic insights for both the researchers and policy

makers in making their promotional strategies more engaging and

appealing through the use of social media.

c. Hypothesis of the Study

Students can now communicate and share thoughts through various

social media platforms in real life in real-time, regardless of their

geographical locations or distance. Students nowadays spend a lot of

their time on social media Why? Maybe it’s because there’s a huge

amount of freedom in using it. Students are free to do as they choose

and socialize with whoever they like. Through social media they can

express their views and opinions, and even create new identities.
d. Assumption of the Study

Over the years many studies about social medial have been

conducted. So there are impacts to the next researchers because it is

easier for them to get some important ideas about any topic that they

want to discuss. It will serve as guide for them to make their own

research and for them to decide. It also helps the researchers to

broaden up their minds in making a research. Researchers should never

keep quiet about their newly acquired knowledge and must always be

willing to share information with their colleagues. Every researcher

must have a high degree of confidence and must never give up easily

even at one time a research will seem to reach a dead end. Researchers

have to be prompt and active in completing their research.

e. Definition of Terms