Review of Related Literature

1. Title: Social Media Use, Organizational Performance and Sustainability: Insights from
Small and Medium Enterprises in the Philippines

A platform known as social media lets users communicate over the internet by
creating content and sharing ideas and information. Social media is getting more attention for
helping small and medium-sized businesses run their businesses. A study was conducted last
2022 which aims to identify the use of social media and how it affects organizational
performance and sustainability. Interviews with small and medium-sized businesses in the
Philippines, a developing nation's perspective, are used in this qualitative study. The
outcomes demonstrate accessibility of competitors, information sharing, customer service,
and collaboration. While brand visibility, productivity, revenue generation, and sustainability
are all aspects of social media impact. In addition, small and medium-sized businesses
(SMEs) identified conversation, sharing, presence, and reputation as essential components of
their performance in terms of productivity, brand visibility, and revenue generation. On the
other hand, small and medium-sized businesses (SMEs) have found that the ability to
improve brand awareness, identity, interactions, lead generation, conversion, customer
service, and insights reporting are extremely important considerations when selecting a social
media platform for a company. As a result, this study confirms that social media plays a
positive role in the activities and sustainability of SMEs' businesses. Some theoretical and
practical implications are presented in this work (Hernandez et al., 2022).

Reference: Hernandez, A. A., Escolano, V. J. C., Juanatas, R. A., & Elvambuena, Ma. D. E.
(2022, May 1). Social Media Use, Organizational Performance and Sustainability: Insights
from Small and Medium Enterprises in the Philippines. IEEE Xplore. Retrieved from
https://doi.org/10.1109/ICBIR54589.2022.9786462

2. Title: The Effects of Social Media Tools on Online Retail Businesses in the Consumer
Electronics Industry
Tools for social media have become an essential part of product advertising and have
significantly influenced the development of numerous innovations. Online businesses now
have options for managing their performance in relation to their brand and interacting with
customers via social media platforms. The consumer electronics industry has benefited from
these digital advancements. The study's objective was to thoroughly comprehend the ways in
which consumer electronics industry online retailers' performance is affected by social media
platforms and tools wherein 185 people were asked to fill out online survey questionnaires as
part of the quantitative study. According to the findings of the researchers, social media
advertising has a positive effect on the performance of businesses. As a result, there is a high
likelihood that an online business owner will see an improvement in their company's
performance if they use social media platforms to advertise their products. In addition, social
media advertising can provide insights into the creation and upkeep of social networks as
well as the collection of information that has a significant impact on online retail businesses.
However, the fact that social media advertising boosts electronic word-of-mouth is evidence
that social media advertising aids in customer engagement and interaction.
Generally, the performance of online retail businesses in the consumer electronics industry is
positively impacted by factors such as perceived ease of use, advertising on social media, and
electronic word-of-mouth (Pre et al., 2022).

Reference: Pre, D. M. V., Tolentino, J. M. C., Varquez, K. A. B., & Etrata, Jr., A. E. (2022).
The Effects of Social Media Tools on Online Retail Businesses in the Consumer Electronics
Industry. Millennium Journal of Humanities and Social Sciences, 68–87. Retrieved from
https://doi.org/10.47340/mjhss.v3i2.7.2022

3. Title: Effectiveness of Social Media Use Towards the Interaction of Young Adults to Local
Businesses

As a tool for businesses to effectively and affordably promote their goods or services,
social media has grown in popularity. In addition, nowadays, people use social media to learn
more about the products they want to buy. By engaging with their customers through social
media platforms like Facebook, Instagram, Twitter, Pinterest, and Snapchat, businesses
capitalize on this opportunity to increase profits. In 2019, a study was carried out with the
intention of determining how well young consumers and local businesses can interact with
one another through the use of social media. In this study, the researchers discovered that
young adults use Facebook and YouTube the most. Also, young adults say that they mostly
use social media to learn about sales and promotions and rarely to fill out surveys, give
feedback, or ask questions. In addition, in order to increase consumer engagement, purchase
intentions, and access to relevant data, the researchers suggest that local businesses must
actively post about their products or services, create giveaway posts, and provide information
about sales and promotions. By giving customers surveys to learn about new trends and
improvements, you can strengthen your relationship with them (Garcia & Mendoza, 2019).

Reference: Garcia, N., & Mendoza, J. (2019). Effectiveness of Social Media Use Towards the
Interaction of Young Adults to Local Businesses. 6. Retrieved from
http://ijariie.com/AdminUploadPdf/Effectiveness_of_Social_Media_Use_Towards_the_Inter
action_of_Young_Adults_to_Local_Businesses_ijariie10968.pdf