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CHAPTER 2

THE REVIEW OF RELATED LITERATURE

This chapter presents the context of the problem and the review of related

literature. The researchers also explained what the research is all about.

Foreign Literature

Social Media websites provide an opportunity for companies to engage and

interact with potential and current customers, to encourage an increased sense of

intimacy of the customer relationship, and build all important meaningful relationships with

consumers especially in today’s businesses environment when consumer loyalty can

vanish at the smallest mistake, which can additionally have online propagation of their

unfortunate encounter with a particular product, service, brand, or company. Some

companies are beginning to take notice of the power of social media. A few corporate

social networking websites already allow consumers to not only exchange information

about products or services, but also engage in co-creating value in online experiences

with offline outcomes, with both current and potential consumers.

The internet and especially Social media has a lot of advantages that can give us

especially for the entrepreneurs in advertising their products.

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One of the advantages of internet is that it enables businesses to reach a

worldwide customer population, so that customers can survey, select and purchase

products and services from businesses around the world. Social media, especially social

networking sites, provide a virtual space for people to communicate through the internet,

which also might be an important agent of consumer socialization. The much higher level

of efficiency of social media compared to other traditional communication channels

prompted industry leaders to state that companies much participate in Facebook, Twitter,

Instagram, MySpace, and others, in order to succeeding online environments. Thus, more

industries try to benefit from social media as they can be used to develop strategy, accept

their roles in managing others’ strategy or follow others’ directions.

The tools and approaches for communicating with customers have changed

greatly with the emergence of social media; therefore, business must learn how to use

social media in a way that is consistent with their business plan. This is especially true for

companies striving to gain a competitive advantage. (Simon Vinerean et al.,2013)

Local Studies

People all over the world have been enjoying the benefits of using technology

nowadays. In the past, communicating and free sharing of thought between people are

restricted by long distance, race, and even religion. But now these barriers can no longer

stop the flow of information and knowledge because now

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the new world of social networking allows free sharing of thoughts through online social

networking sites such as Facebook, Instagram, Twitter, and the like.

Since students are highly motivated to using social media sites the majority of them

use these to satisfy their social needs more than their academic needs. They have the

freedom to do whatever they want – they can upload or download data, they can make

new friends and comment on other people’s lives, and they can even create other online

identities the real world does not allow. It has been observed too that the majority of the

students nowadays, particularly those in the secondary level, spend most of their time

chatting with their acquaintances, playing online games, and watching videos instead of

reading their lessons, making their assignments, and other academic requirements.

The main reason is when they work or search their materials online they get

attracted to social networking sites to kill boredom during study time, diverting their

attention from their work.

As a result, almost 85 percent of them were able cope with their academic

difficulties and at least 65 to 75 percent of the class obtained the average level of

performance. However, students should be encouraged to limit the time they spend on

social media sites and be advised to rather substitute those hours with reading some

learning materials – short stories, novels, etc. to improve their vocabulary.

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Since the use of social media sites had affected the academic performance of

students negatively, there is a need to introduce the students other information resources

or materials that would motivate and help them perform well in their academics.

We can’t deny the fact as years pass by the demand for internet usage keeps

increasing because it is already a necessity among end users, particularly to students.

Developers have created online social media sites where people can have more

advanced, more reliable, and more creative ways of communicating. This shows we,

humans, are social animals. We always want to belong in a group where we also prefer

what the group does.

According to a survey conducted by Pew Research Center, as of 2015 the largest

social networking company, Facebook for example, has 1.49 billion active users and the

number of users is increasing every year. As part of the said survey, 72 percent of high

school students and 78 percent college students spend time on these social networking

sites – Facebook, Instagram, Twitter, Youtube, Viber, E-mail, etc. These numbers

evidently indicate how much the student community is involved in this virtual world of

networking. Students prefer social media sites as reliable sources of information because

everything is a package. (Astodello, 2016)