Chapter 2

Chapter 2
REVIEW OF RELATED LITERATURE AND STUDIES
This chapter presents the review of related literature and studies of the
study.
Social Media Marketing
Social media refers to online applications, platforms, web tools or
technological systems that facilitate collaboration and con tent sharing
between community members (Kaplan and Haen lein, 2010 as cited in
Cheung, Pires, Leung, and Ting, 2021) where Facebook, Instagram,
LinkedIn, WeChat, Blog and Twitter are some of the examples (Tess,
2013). As time went by, social media evolved from a mere source of
entertainment into a serious and effective marketing and
communication tool (Baylon, F., Baylon, M., Espina, Marigondon,
Nueva, & Osano, 2019). Businesses have multiple ways to perform
social media marketing—including the consideration of different
messages and activities, resulting in conceptual richness that
benchmarks social media marketing as a multidimensional concept
(Ngai et al., 2015; Pham and Gammoh, 2015).
A study made by Cheung, Pires, Leung, and Ting (2021),
discovered that the importance of social media marketing activities in
strengthening consumers’ intention for value co-creation and
consumer-brand engagement is limited. The study examines the role of
SMM in building value co-creation and CBE, as well as repurchase
intention and on-going search behavior as behavioral responses. the

1
data were gathered from a survey of 392 smartphone users in China
and Hong Kong, They found out that effective SMM strategies lead to
the strengthening of value co-creation, CBE, repurchase intention and
ongoing search behavior. The findings also enrich the marketing
literature by showing that value co-creation acts as an antecedent of
CBE, driving consumers’ behavioural intention, reflected by on-going
search behaviour and repurchase intention.
In a study conducted by Calleja, Baluyan, and Babon (2019), they
determined whether social media is an effective tool in the marketing
activities of selected businesses. The study makes use of the
descriptive correlational design to assess which certain variables were
related to determine if a significant relationship occurs. Respondents of
the study are 100 conveniently selected social media consumers in
Pasay City who were 15 years old and above. The respondents usually
spend 1 to 3 hours two times a day socializing mostly with Facebook,
Twitter, and Instagram of which Lazada is the brand where they are
commonly exposed to as ads in the social media. They found out that
social media marketing is effective in terms of getting the attention
(M=3.90), interest (M=4.06), and desire (M=3.92) of the respondents
towards the ads seen in the social media. Attention and time spent in
the use of social media is X2 = 28.983, d.f.=16 and p=0.024 which is
less than É‘=0.05 showing a significant relationship between the two
variables.
Consumer Buying Behavior

2
Consumer buying behavior or buyer behavior is the concept
which answers what, why, how, when, and where an individual makes
purchase (Amoguis, 2017). Furthermore, Team (2020), explains that
consumer buying behavior is the actions taken (both on and offline) by
consumers before buying a product or service. This process may
include consulting search engines, engaging with social media posts, or
a variety of other actions. Belmis (2015), explained that prevailing
buying behavior concentrated on problem recognition, consumer
information processing, evaluation of alternatives and purchase and
post purchase evaluation. The study concluded that the consumer who
was highly satisfied with the purchased made was more likely to make
a repeat purchase. The consumer was also inclined to endorse the
product to other students and friends. If the consumer was not fully
satisfied, he/she was more likely to consider other brands first before
making a repeat purchase of the product first bought.
The understanding of consumer behavior is a defining matter for
buyers and a success key to the marketers. Qazzafi (2019) concluded
that consumers purchase the products when the need arises, and they
use all five stages of consumer buying decision making process:
consists of Problem recognition, Information search, Evaluation of
alternatives, Purchase decision, and post-purchase behavior. during
purchase of high involvement (costly products) while the probability of
skipping one or more than one stages are more in low involvement
(daily usage products). This is supported by the study of Regmi (2022),

3
which highlights that some of the determinants affecting consumer
buying behavior in Nepal is the price fairness and availability of
products. Additionally, there are four main factors that directly affect
consumer buying behavior such as Personal factor, Psychological
factor, Social factor, and Economic factor. It is also stated that the
surrounding of the consumer plays a major role on influencing its
buying decision (Qazzafi, 2020), which align the findings of Regmi
(2022) that an individual may have a very favorable decision toward
purchasing industrial products, if he/she believes that buying those
products helps them to enhance their status to the society.
Social media marketing and consumer buying behavior
Social media marketing significantly influences consumer buying
behavior wherein consumers are influenced by process factors and
external stimuli brought by social media marketing (Jacinto, Pintado,
Ibañez, Dagohoy, Buladaco, 2021). However, consumers in the digital
age are quite selective while making a purchase (Varghese & Agrawal,
2021). As such, brand owners need to focus on the timing and
consistency of posts to grow a social media audience (Sumague &
Briones, 2022).
Consumer satisfaction mediates the relationship between social
media marketing and consumer buying behavior (Palalic, Ramadani,
Gilani, Gërguri-Rashiti, & Dana, 2021). Aside from that, social media
influencers, targeted advertisements, and customer service contribute
to the purchasing behavior (Autio, 2020). Observing social media

4
marketing's prospects in the age of digital business, through the
elements of emerging media platforms, marketers can customize their
strategy to make their products more appealing to current and
potential buyers (Khan, 2021).
As stated from the abovementioned literatures and studies,
brand owners and online marketers should understand the importance
of social media to encourage the buying behaviors of the consumers.
Consequently, it is crucial for both the marketers and consumers to
find out how different factors such as brand image, price fairness,
social signals, and product quality influence (both positively and
negatively) the decision-making process.

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Chapter 2

REVIEW OF RELATED LITERATURE AND STUDIES

Social Media Marketing

Social media refers to online applications, platforms, web tools or

technological systems that facilitate collaboration and con tent sharing

between community members (Kaplan and Haen lein, 2010 as cited in

Cheung, Pires, Leung, and Ting, 2021) where Facebook, Instagram,

entertainment into a serious and effective marketing and

communication tool (Baylon, F., Baylon, M., Espina, Marigondon,

Nueva, & Osano, 2019). Businesses have multiple ways to perform

social media marketing—including the consideration of different

messages and activities, resulting in conceptual richness that

benchmarks social media marketing as a multidimensional concept

(Ngai et al., 2015; Pham and Gammoh, 2015).

A study made by Cheung, Pires, Leung, and Ting (2021),

discovered that the importance of social media marketing activities in

strengthening consumers’ intention for value co-creation and

consumer-brand engagement is limited. The study examines the role of

SMM in building value co-creation and CBE, as well as repurchase

intention and on-going search behavior as behavioral responses. the

data were gathered from a survey of 392 smartphone users in China

the strengthening of value co-creation, CBE, repurchase intention and

ongoing search behavior. The findings also enrich the marketing

literature by showing that value co-creation acts as an antecedent of

CBE, driving consumers’ behavioural intention, reflected by on-going

search behaviour and repurchase intention.

In a study conducted by Calleja, Baluyan, and Babon (2019), they

determined whether social media is an effective tool in the marketing

activities of selected businesses. The study makes use of the

descriptive correlational design to assess which certain variables were

related to determine if a significant relationship occurs. Respondents of

the study are 100 conveniently selected social media consumers in

spend 1 to 3 hours two times a day socializing mostly with Facebook,

social media marketing is effective in terms of getting the attention

(M=3.90), interest (M=4.06), and desire (M=3.92) of the respondents

the use of social media is X2 = 28.983, d.f.=16 and p=0.024 which is

less than É‘=0.05 showing a significant relationship between the two

Consumer Buying Behavior

Consumer buying behavior or buyer behavior is the concept

purchase (Amoguis, 2017). Furthermore, Team (2020), explains that

consumer buying behavior is the actions taken (both on and offline) by

consumers before buying a product or service. This process may

include consulting search engines, engaging with social media posts, or

a variety of other actions. Belmis (2015), explained that prevailing

buying behavior concentrated on problem recognition, consumer

information processing, evaluation of alternatives and purchase and

a repeat purchase. The consumer was also inclined to endorse the

making a repeat purchase of the product first bought.

The understanding of consumer behavior is a defining matter for

buyers and a success key to the marketers. Qazzafi (2019) concluded

use all five stages of consumer buying decision making process:

consists of Problem recognition, Information search, Evaluation of

alternatives, Purchase decision, and post-purchase behavior. during

purchase of high involvement (costly products) while the probability of

(daily usage products). This is supported by the study of Regmi (2022),

which highlights that some of the determinants affecting consumer

buying behavior in Nepal is the price fairness and availability of

consumer buying behavior such as Personal factor, Psychological

surrounding of the consumer plays a major role on influencing its

buying decision (Qazzafi, 2020), which align the findings of Regmi