I

Universidad de Sta. Isabel Naga Inc.

Second Semester, A/Y 2022-2023

Marketing Research and Consumer Behavior I

Group ID: MRSEC1Group6_Paz

In partial fulfilment of the requirements in Marketing Research

and Consumer Behavior I

Shein Facebook Advertising and its Influence on Consumer Buying

Behavior on Universidad de Sta. Isabel College of Business and

Education Students
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CHAPTER 2

Review of Related Literature and Study

This chapter contains the review of related literature and

studies. These studies contains relevance and understanding of

Shein Facebook Advertising and its Influence on Consumer Buying

Behavior on Universidad de Sta. Isabel College of Business and

Education Students.

From the study of Church S. Akpan and Nduka N. Nwankpa (7 July

2015), it is shown that rate of effectiveness Facebook

Advertising to consumer behavior is high. The study found out

that there are some students that are unaware of the Facebook

Advertising because they barely use the application. In the other

hand, most of the students are aware of the said advertisement

where in every time it pops up in their application, they tend to

click and purchase some of the items of the brand. In this study,

it is proven that the Facebook Advertising has really affect the

buying behavior of every user. Though sometimes they don't

purchase right away but everytime they click and visit the link

of advertisement shown in the application, their behavior are

already affected.

As explained by Ghulam Shabbir Khan Niazi, Javaria Siddiqui,

Burhan Alishah, and Ahmed Imran Hunjra (16 Aug 2012), the buying

behavior of the consumer is affected because of their emotional

response. They tend to purchase product in the advertisement

shown than the product that they can see in the mall. The

consumer buying behavior are affected by their emotional response

where they purchase the product at their first encounter with it

by the advertisement they see whether it is from online, audio,

visual or any other types of advertisement in the reason that the

consumers are easily attached with it.

As explained in the study of Yanjin Li (December 2022), the shein

marketing strategy has a great impact in their brand. The

internet users often to see the advertisement of the brand where

they click and buy products of the brand. Though there are

weaknesses that the brand has facing but with the SWOT analysis

conducted by the researchers, it is clear that the strengths that

the Shein Brand has is enough to gain the attention of the

consumers. At the same time, the brand need to improve their

design and marketing strategy to face the environmental - issue

and adjust its production design in time.

Advertising is a critical part of the marketing strategy,

especially in business to consumer contexts, (Ramzan Sama, 2019).

The study states that marketers use different media vehicles to

send across an engaging message to the targeted audience. It

established those newspapers, magazines, radio, TV, and other

outdoor media among the marketers. However, Internet advertising

is the current trend. It includes many forms of commercial

content, namely, billboards, banner advertisements, corporate

websites, e-mail messages, interactive games, and so on. The

study explains that advertising effectiveness is referred to as

the consumers’ liking of commercials resulting in purchasing

behavior. It established that consumers’ engagement with media

positively affects advertising effectiveness depends on many

factors like choice of media and consumers’ involvement with the

media.

As explained in the study of Tashrifa Haider and Shadman Shakib

(2017), advertisement has a great impact on the consumer buying

behavior. As explained in the study, advertisement is helpful to

the marketers to understand that trigger's consumer to purchase a

product. The findings of the study is that consumers are

motivated to purchase a product when they see an advertisement

because they consumer feel safe to buy a product when they see an

advertisement of it. It is because the consumer already know that

it is worth to buy the product if they have an advertisement

because for them it is already proven that a product is good and

safe.

The fashion industry has been continuously growing over the

years, yet it is an industry that was greatly affected by the

COVID-19 pandemic, (Ardvin Kester S. Ong, Maria Arielle Cleofas,

Yogi Tri Prasetyo, Thanatorn Chuenyindee, Michael Nayat Young,

John Francis T. Diaz, Reny Nadlifatin, and Anak Agung Ngurah

Perwira Redi, 2018). Brand is associated with consumers spending,

wherein several studies have discussed consumers buying behavior

towards clothing apparel with different methods and approaches

from different countries. However, clothing apparel buying

behavior is not widely discussed during a pandemic despite being

one of the industries that are greatly affected. This led to the

purpose of the study to determine the factors affecting buying

behavior of consumers in the Philippines towards clothing apparel

during the COVID-19 pandemic.

Martina Ngangom (2020) said that TikTok could be a potential

platform to market to the younger consumers, but they expect

promotions or advertisements to be subtle and entertaining. The

study said that this social media platform is a technological

advancement has resulted in the growth of various User-Generated

Content and the formation of many social networking channels. In

addition, the growth of social media has resulted in user-

generated content to be one of the main driving and influential

forces of online information today. The findings of the study

results to users are now have the capabilities to share opinions

on brands, products and services, UGC has started to perform as

the connective tissue between a brand and its consumers as the

audience now takes informed purchase decisions by reviewing

products online.

Facebook advertising enables customers to share their experience,

ideas, interest, and useful information about a brand, (Fazal Ur

Rehman, Muhammad Ilyas, Tariq Nawaz, Shabir Hyder, 2014).

Facebook is interactively helpful in collecting feedback and

demographic information of targeted customers. The study said

that Facebook Advertising provides the opportunity to build up

the brand and engages with customers on a large social network.

Also, effective advertisement influences the attitude towards

brand and finally leads to purchase intention has made it

possible to reach these targeted people in cost effective and

interesting way instead of traditional marketing channels.

Therefore, Facebook advertisers are using different techniques to

effectively convey commercial messages to create purchase

decision.

In the study of Aslam Uddin and Abdur Rob Razu (2019) facebook is

one of the social networking sites for social interaction and has

provided advertisers an eminent platform to reach their target.

The study said that advertisers should rethink for placing their

advertisements on social networking sites, especially on Facebook

because it has created straight interaction and correlation

between the customers and the advertisers. Facebook

Advertisements can reach more audiences at a time and through

Facebook Ads it’s quite easy for marketers to find out their

desire target group. Facebook and other similar platform are

measurability. Companies can measure the performances of their

communication on a near moment-by-moment basis. It allows

advertisers to better understand their customers, and target

their respective audiences more effectively, while incurring less

advertising waste, thereby managing their resources more

efficiently.
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