CHAPTER II
REVIEW OF RELATED LITERATURE
The literature and research used in this chapter were carefully chosen and reviewed based
on the relative credibility of the information provided. This literature and research provide the
researchers with proof as well as evidence regarding their investigation.
Social Media
According to
[ CITATION Mer \l
1033 ], social media
it is a form of
electronic
communication that
exchanges information,
ideas, personal
messages, and other
content through
different platforms of
social media (such as
websites for social
networking and blog
posts) (such
as videos).
The author [ CITATION
Mat20 \l 1033 ],
discussed the definition
of social media. It
states that social media
is a digital tool that
allows the users to create
and share content
whatever
it is with the public. The
term “social media”
refers to a variety of
websites and
applications.
Some, like Instagram that
specializes in posting
photos and stories.
Others, like Facebook
and
Twitter, are developed
for sharing of different
content of information
through around the
world.
According to
[ CITATION Mer \l
1033 ], social media
it is a form of
electronic
communication that
exchanges information,
ideas, personal
messages, and other
content through
different platforms of
social media (such as
websites for social
networking and blog
posts) (such
as videos).
The author [ CITATION
Mat20 \l 1033 ],
discussed the definition
of social media. It
states that social media
is a digital tool that
allows the users to create
and share content
whatever
it is with the public. The
term “social media”
refers to a variety of
websites and
applications.
Some, like Instagram that
specializes in posting
photos and stories.
Others, like Facebook
and
Twitter, are developed
for sharing of different
content of information
through around the
world.
According to Meriam Webster (2023), social media is a form of electronic
communication that exchanges information, ideas, personal messages, and other content through
different platforms of social media (such as websites for social networking and blog posts) (such
as videos). Hudson (2020), discussed the definition of social media. It states that social media is
a digital tool that allows users to create and share content whatever it is with the public. The
“social media” refers to a variety of websites and applications. Some like Instagram specialize in
posting photos and stories. Others, like Facebook and Twitter, are developed for sharing different
content of information around the world.
Social Media Platforms:
In order to attract the attention of the public and gain website traffic in a business or
organization social media marketing is very much helpful. It makes conversation and connection
with friends, and families, and find product reviews or information. Current studies insist that
students are hyper-connected and consume content on various social media platforms and
devices. These connections with social media influence the students' purchase intention and
engage with both online and offline. However, there are some social media platforms used to
identify which one is most followed by students to go for online purchases.
Facebook:
Facebook is commonly used to be the forerunner of all social media platforms and its
simple functions consist of providing a channel for its followers to interconnect with one
another, as well as with private companies, through several Facebook marketing promotions.
Facilities or a brand's public media page is regularly home to a constant conversation of praise,
blame, and reports of consumer experiences. And while this real-time communication can be a
trial for community managers, it also offers smart possibilities for strengthening customer
faithfulness. Resembling no other social media platform, Facebook proposes businesses to reach
large groups and gain new customers. It also agrees for interaction between the industry and
consumers with comments, reactions, distribution, and live video. Three advertising goals of
Facebook are to increase global exposure and awareness, create a trustworthy, promised
community, create experts, and to showcase knowledge.
Instagram:
Instagram is great for businesses in certain sectors. Not only does this platform offer
more visual and artistic ways of promoting a business, but it also helps more people discover
your business and rewards those who post frequently
Instagram’s focus on pictorial sharing proposes a unique platform to display your culture
and society in addition to goods and services. Depending on your business, make and key
performance indicators.
TikTok:
TikTok is a social media platform that allows users to create and share short videos, often
with music, filters, and other effects. TikTok also has a feature called TikTok Shop, which
enables users to find and directly purchase products used in live videos, tagged in content shown
on their For You page, pinned on brand profiles or marketed in a new “Shop” tab. TikTok Shop
is a completely personalized and fully integrated commerce solution, where sellers authentically
connect with creators and communities to drive meaningful shopping experiences.
Online Buying Behavior
Online Shopping behavior is a kind of individual’s overall perception and evaluation for
product or service during online shopping which could result in bad or good way. Those who are
too busy going to the store are now able to do their shopping online. Over the past years, there
has been a significant shift in consumer purchasing behavior. Even though traditional
establishments are still popular, many customers prefer the convenience of shopping online.
People nowadays are so busy that they either can't or don't want to go to the mall, making the
time savings afforded by online shopping vital (Rahman et al., 2018).
Online shopping creates opportunities for both online retailers and customers (Kuester
and Sabine, 2012; Hossain et al., 2018b). Customer studies have shown that customer reviews
submitted online and the transmission of specific information or opinions have become
extremely influential means of communication. Online reviews have invaded business
organizations through social media (Facebook, Snapchat, Twitter, Instagram, and so on) (Doh &
Hwang, 2009; Lee et al., 2011a; Jalilv & Samiei, 2012; Huete-Alcocer, 2017). Different types of
online reviews have improved customers' Internet shopping performance. Satisfied customers
provide online reviews through social media and influence other consumers' online purchases
(Fu et al., 2020). Nowadays, many customers buy products via social media. Many business
organizations have chosen to take advantage of the opportunities offered by social networks to
attract more consumers (Kaplan & Haenlein, 2014).
Students Behavior Towards Online Shopping on Social Media
According to the study of Adto-on et al. (2022), they found that the students had a high
level of online buying behavior, with food and beverages, clothing and accessories, and gadgets
being the most purchased products. Also, they found that there was a significant positive
correlation between social media utilization and online buying behavior, meaning that the more
the students used social media, the more they bought products online.
In a quantitative study authored by Pandey & Parmar (2019), researchers argued that
consumers’ online shopping behavior is being affected by several factors like demographic
factors, social factors, consumer online shopping experience, knowledge of using internet and
computer, website design, social media, situational factors, facilitating conditions, product
characteristics, sales promotional scheme, payment option, delivery of goods and after sales
services plays an important role in online shopping. Pandey & Parmar (2019) developed these
findings after sampling the views of 162 shoppers using questionnaires.
Factors that Influence Students’ Online Buying Behavior on Social Media
In today's generation, Customers have been influenced by organizations via live
streaming, celebrity endorsements, online reviews of customers, and promotional tools like target
advertising (Geng et al., 2020; Schouten et al., 2020). It became relevant in our society where
students engaged in social media for a reason that the usage of the internet has become larger.
According to the findings of the study by Jameela M.K. (2022), It shows that the factors
that influence the buying behavior of college students through social media advertisements are
perceived usefulness, perceived ease of use, trust, attitude, and intention. It also provides some
benefits and challenges of social media advertisements for college students, such as information,
entertainment, convenience, variety, personalization, social interaction, communication,
feedback, privacy invasion, fraud, deception, spam, addiction, dissatisfaction, regret, impulse
buying, and post-purchase dissonance
Kuswanto et al. (2019) studies further highlighted the role of social norms and social
influence on consumers, respectively; it has been stated that in certain situations, a person's
reference group, particularly "friends," strongly influences an individual's behavior. Wani et al.
(2016) identified "social influence" and "e-word of mouth" as key components in their
qualitative analysis. Their research goes on to say that when it comes to online shopping, the
opinions of customers, peers, friends, and colleagues matter a lot.
Moreover, according to the study of Bucko [Link] (2018), It showed that 7 components
such as price, availability, social proof, scarcity, product details, conditions, and social media
activity are the most common factors affecting online shopping behavior, and out of which price
of the product became the most important factor among the respondents.
Furthermore, A study by Algharabat et al. (2020) The study argued that social media
influencers can influence online consumer behavior by creating a sense of intimacy,
trustworthiness, and similarity with their followers. Also, it has a positive effect on consumers’
attitudes, trust, and purchase intentions toward the products endorsed by social media influencers
(Algharabat et al.,2020).
Conceptual Framework
Figure 1 below illustrates the conceptual framework of the research. The paradigm
presents the variables that will be evaluated in the research.
Online Buying Behavior
Role of Social Media of SHS Students of
GARSHS
Figure 1: Research Paradigm
Research Hypotheses
Null Hypothesis/ Ho: There is no significant relationship between the role of social media and
the online buying behavior of students.
Alternative Hypothesis/Ha: There is a significant relationship between the role of social media
and the online buying behavior of students.
Definition of Terms
Social Media - a form of digital technology that allows the sharing of ideas and information,
including text and visuals, through virtual networks and communities.
Social Media Platforms - are websites or applications that enable users to create and share
content or to participate in social networking.
Online Buying/Shopping - the activity or action of buying products or services over the Internet
using a web browser or a mobile app.
Behavior - the way in which someone or something acts or conducts oneself, especially toward
others or in response to a particular situation or stimulus.