CHAPTER 2

Foreign Literature

The extension of technology that integrates the electronic media in the buying and the selling process
is known as the Ecommerce. Elton (2012) mentioned that the ecommerce website has deflated the
dissimilarity of the world. Marketing is an important organizational function in today’s age. It is the one
path that a firm follows to create and deliver value to its customer and itself.
The internet has created a vast array of opportunities to deliver this value
. According to Brigita Go (2012), running an online business is much better than opening a store. Selling
online is indeed one of the great ways to make profits online. In fact, it is also a great way to widen your
target market and grow your business fast as well. Carolyn Anderson (2012) stated that “by putting your
business online, you are also widening your reach worldwide”. It is important to check out some online
selling tips that may help make selling successful. As more and more business take the ecommerce
journey to charm customers, it is enhancing more and more necessary to build effective ecommerce
marketing ideas. According to Sunny (2012) the primary reasons for marketing your ecommerce business
online is to remain fasten. Ian Ross Hollander (2012) stated that there are three online marketing trends
every successful entrepreneur must adopt: communities are critical, dynamic browsing environments and
control what you create. According to Harris (2012) the online medium offers a big platform to promote
your business as compared to other medium available. Your products and services will reach to a large
number of potential buyers only if you choose the right marketing medium for your business. Today online
reservation system is even accessible to consumers through Internet Gateways and it allows the users to
book hotel rooms, rent cars as well as book online airline tickets, which is definitely a more convenient
way of making your travel plans. Andrew mentioned that, online reservation systems are the future of the
self- catering holiday provider as more and more people request online or as a minimum live availability.
The web has become an opportunity for the marketers to add value to products and services.
The phenomenal growth and rising of the popularity of the internet and the World Wide Web have
become a key to attract more consumers and businesses to engage the benefits of Electronic Commerce
(E-Commerce).This E-commerce is sited as any form of business transaction in which the parties interact
electronically rather than by physical exchanges or direct physical contact {Aldin, Brehmer & Johansson,
2004}. This has transformed the traditional commerce and enhanced sales and exchanges of
merchandise and information. It is not just considered as single entity of technology but a combination of
technologies where applications,processes,business strategies are necessary to do business
electronically. Consideration of the websites design and operations are dependent upon the nature of
business activities and target consumers. According to Burleson(2005),a website must be simple and
focused site to succeed. One that is easy to build,maintenance-free,low cost, trustworthy, and powerful
traffic-builder and customer-converter.To be effective, the Website must be design with the target
audience as foremost consideration. Website designers must balance design considerations and
capabilities with client objectives and the consumer’s level of understanding in the modern technology.
{Geissler,2001}.
Local Literature

The researchers conclude that online activity has reached an unprecedented rise owing to the
popularity of social networking sites and the easier accessibility to computers and the internet for more
people. As such, and with more methods of interactive and efficient advertising available online. The
rising online presence causes advertises to invest more online advertising rather than newspaper
advertising and the dwindling of newspaper readership causes advertisers to flee from the newspaper as
another advertising medium has taken place. It is related to the study because online advertising is really
popular to business and to audience or customers because it’s more easy to spread online ads than
newspaper which will be more helpful to businesses also. According to research firms Hootsuite and We
Are Social’s Digital 2021 Global Overview Report, the Philippines has retained its top position as the
country whose citizens have the longest internet usage in the world, at an average of 10 hours and 56
minutes per day, versus the global daily average of 6 hours and 54 minutes. Filipinos also spend an
average of 4 hours and 15 minutes on social media, based on the same report. With these numbers in
mind, there is much more potential to revitalize your business from the damage it has taken back in 2020
at the height of the pandemic. 60% of small business owners in the Philippines are relying on technology
or social media to keep their ventures afloat during the pandemic . Social media is the only way to
communicate other people from far places, in using social media in business it can expand your business
because most of people nowadays they are using social media more often than writing a letter or making
a fliers just to promote their business. You can use social media in marketing, this is one of the strong
strategy you can use in promoting your business. An article from The Philippine Star dated August 7,
2012 by Louella D. Desiderio entitled “Businesses urged to use Internet to push products”. It shows that
businesses are advised to use the Internet for promoting their products and services as more consumers
are going online to research before making purchases. Companies should . using online advertisements
for the products and services they offer as more and more people are using the Internet to research
goods they plan to buy before making the purchase. It also states that in the Philippines, the study
showed that around 70 percent of consumers first make a research of their purchases online even if they
purchase offline. This trend shows the potential of growing the business by going online. It is related to
the study because it informs businesses that online advertising is very effective. It also shows that
whether small or big businesses, they can easily have the benefits of online advertisements of reaching
users at a time of relevance anywhere. According to Cox, Sarah (2012), it was essential that small
businesses understand today’s social media driven environment. . They should also know the strategies
behind using social media such as Facebook and Twitter for growing their business and to say
competitive and reach their target markets. However, many small business did not a strategy wwhen they
began using social media.
.

Local Literature

The researchers conclude that online activity has reached an unprecedented rise owing to the
popularity of social networking sites and the easier accessibility to computers and the internet for more
people. As such, and with more methods of interactive and efficient advertising available online. The
rising online presence causes advertises to invest more online advertising rather than newspaper
advertising and the dwindling of newspaper readership causes advertisers to flee from the newspaper as
another advertising medium has taken place. It is related to the study because online advertising is really
popular to business and to audience or customers because it’s more easy to spread online ads than
newspaper which will be more helpful to businesses also. According to research firms Hootsuite and We
Are Social’s Digital 2021 Global Overview Report, the Philippines has retained its top position as the
country whose citizens have the longest internet usage in the world, at an average of 10 hours and 56
minutes per day, versus the global daily average of 6 hours and 54 minutes. Filipinos also spend an
average of 4 hours and 15 minutes on social media, based on the same report. With these numbers in
mind, there is much more potential to revitalize your business from the damage it has taken back in 2020
at the height of the pandemic. 60% of small business owners in the Philippines are relying on technology
or social media to keep their ventures afloat during the pandemic . Social media is the only way to
communicate other people from far places, in using social media in business it can expand your business
because most of people nowadays they are using social media more often than writing a letter or making
a fliers just to promote their business. You can use social media in marketing, this is one of the strong
strategy you can use in promoting your business. An article from The Philippine Star dated August 7,
2012 by Louella D. Desiderio entitled “Businesses urged to use Internet to push products”. It shows that
businesses are advised to use the Internet for promoting their products and services as more consumers
are going online to research before making purchases. Companies should . using online advertisements
for the products and services they offer as more and more people are using the Internet to research
goods they plan to buy before making the purchase. It also states that in the Philippines, the study
showed that around 70 percent of consumers first make a research of their purchases online even if they
purchase offline. This trend shows the potential of growing the business by going online. It is related to
the study because it informs businesses that online advertising is very effective. It also shows that
whether small or big businesses, they can easily have the benefits of online advertisements of reaching
users at a time of relevance anywhere. According to Cox, Sarah (2012), it was essential that small
businesses understand today’s social media driven environment. . They should also know the strategies
behind using social media such as Facebook and Twitter for growing their business and to say
competitive and reach their target markets. However, many small business did not a strategy wwhen they
began using social media

Foreign Studies

Hunt(2010)he investigated that social media is an important role for the young entrepreneurs to
promote business they have researched that corporate are using social media like Facebook etc. to
communicate to the other people who enjoys his products. Very important to communicate unless both of
you talk about how to further promote small business. Consumer foreign online purchasing (CFOP) in this
thesis refers to the exchange between consumers and foreign online retailers. Despite empirical facts
showing increasing interest of consumers to purchase from foreign o online retailers, researchers have
only paid modest interest to this new marketing field. In response to recent researchers’ calls for further
studies in this new field, this thesis aims to add knowledge on why some consumers purchase from
foreign online retailers and others do not. CFOP is associated with uncertainty, so it is important to study
what affects uncertainty and how consumers deals with uncertainty. There is a new trend of using
Facebook by small business users due to cost saving as well time saving to promote their products. They
have also depicted the Facebook helps in connecting business by increasing exposure to targeted
customers with less expensive. Social media is now indispensable part of marketing mix as well as
promotion mix to sustain the business rather than traditional style of pure bricks business model.
.
.

Local Studies

Based on the local studies, Online Marketing helps the young entrepreneur to reach their target
costumer thru the use of Internet. Internet marketing helps them to put up better communication and
improved relationships between costumers and the sellers. As stated on the Manila Bulletin (2011),“The
internet provides endless opportunities for your businesses to market your product and company at the
comfort of your homes and offices. Internet marketing may be described and defined in many ways,
depending on how you make use of the internet to help your business as a young entrepreneur ”.
Including in a local studies, Filipino prefer convenience, live selling and mobile payments when shopping
online, according to a Facebook study, as new trends emerge due to the Covid-19 pandemic. They
conduct a survey and among the Filipino respondents, 93% said they highly consider convenience
alongside price when deciding what to purchase online, showed the Emerging Trends Research
commissioned by Facebook. The study surveyed 12,500 individuals in countries, including the
Philippines. Small-scale businesses, especially those young entrepreneur who sells fashion items, also
use online selling to capture the market. Online selling is when business owners conduct an "auction
style" approach, showing costumers the available items or products real time, Facebook said. Globally,
55% of small businesses reported using digital tools to reach costumers, according to the Facebook State
of Small Business Report which included 595 respondents in the country. "Small businesses play an
important role in pandemic recovery. At facebook, we remain focused on providing small businesses with
resources and tools so that they could continue to reach and engage their costumers, and hopefully
accelerate business recovery", said Facebook Philippines country lead for Growth Business Akshat Jain.
The local studies implement that promoting business especially to those young entrepreneur will not just
build to advertise all over the web but to provide good services or products to the target costumers. These
consideration will help the young entrepreneur in gaining a good image, building a strong relationship
between young seller and costumers, and eventually attracting more and more costumers to buy their
items thru the use of social media.

Foreign Studies

Hunt(2010)he investigated that social media is an important role for the young entrepreneurs to
promote business they have researched that corporate are using social media like Facebook etc. to
communicate to the other people who enjoys his products. Very important to communicate unless both of
you talk about how to further promote small business. Consumer foreign online purchasing (CFOP) in this
thesis refers to the exchange between consumers and foreign online retailers. Despite empirical facts
showing increasing interest of consumers to purchase from foreign o online retailers, researchers have
only paid modest interest to this new marketing field. In response to recent researchers’ calls for further
studies in this new field, this thesis aims to add knowledge on why some consumers purchase from
foreign online retailers and others do not. CFOP is associated with uncertainty, so it is important to study
what affects uncertainty and how consumers deals with uncertainty. There is a new trend of using
Facebook by small business users due to cost saving as well time saving to promote their products. They
have also depicted the Facebook helps in connecting business by increasing exposure to targeted
customers with less expensive. Social media is now indispensable part of marketing mix as well as
promotion mix to sustain the business rather than traditional style of pure bricks business model.

Local Studies

Based on the local studies, Online Marketing helps the young entrepreneur to reach their target
costumer thru the use of Internet. Internet marketing helps them to put up better communication and
improved relationships between costumers and the sellers. As stated on the Manila Bulletin (2011),“The
internet provides endless opportunities for your businesses to market your product and company at the
comfort of your homes and offices. Internet marketing may be described and defined in many ways,
depending on how you make use of the internet to help your business as a young entrepreneur ”.
Including in a local studies, Filipino prefer convenience, live selling and mobile payments when shopping
online, according to a Facebook study, as new trends emerge due to the Covid-19 pandemic. They
conduct a survey and among the Filipino respondents, 93% said they highly consider convenience
alongside price when deciding what to purchase online, showed the Emerging Trends Research
commissioned by Facebook. The study surveyed 12,500 individuals in countries, including the
Philippines. Small-scale businesses, especially those young entrepreneur who sells fashion items, also
use online selling to capture the market. Online selling is when business owners conduct an "auction
style" approach, showing costumers the available items or products real time, Facebook said. Globally,
55% of small businesses reported using digital tools to reach costumers, according to the Facebook State
of Small Business Report which included 595 respondents in the country. "Small businesses play an
important role in pandemic recovery. At facebook, we remain focused on providing small businesses with
resources and tools so that they could continue to reach and engage their costumers, and hopefully
accelerate business recovery", said Facebook Philippines country lead for Growth Business Akshat Jain.
The local studies implement that promoting business especially to those young entrepreneur will not just
build to advertise all over the web but to provide good services or products to the target costumers. These
consideration will help the young entrepreneur in gaining a good image, building a strong relationship
between young seller and costumers, and eventually attracting more and more costumers to buy their
items thru the use of social media.