The Effects of Social Media Tools Towards Online Retail Businesses in the Consumer Electronics Industry

Dave Matthew V Pre, Julio Miguel C Tolentino, Karlo Alexis B Varuqez, Antonio E. Etrata


Businesses nowadays have been adapting to technological advancements since the 21st century to promote their products. The majo]rity of the global population has been exposed to the digital world, and retail businesses have engaged themselves in the online environment. Social media tools have become a significant factor in advertising products and have taken big steps to create innovations in their platforms. Using social media has given online businesses options on managing their performance towards their brand and how to interact with consumers. These digital enhancements toward flourishing online retail businesses have boosted the consumer electronics industry. The study's objective was to provide extensive knowledge of how the different social media platforms and tools significantly affected the performance of online retail businesses belonging to the consumer electronics industry. A quantitative research approach was utilized in this study. The researchers conducted online survey questionnaires and were distributed to 185 respondents. Lastly, the study aims to benefit retail businesses, consumers, and future researchers, who engage in online businesses and how they can stand out from prospective competitors.


Customer Engagement; Digital Advertising; Online Marketing; Retail Businesses; Social Media

Full Text:



Akram, W., & Kumar, R. (2017). A study on positive and negative effects of social media on society. International Journal of Computer Sciences and Engineering, 5(10), 347-354.

Alhabash, S., Mundel, J. & Hussain, S. (2019). Social Media Advertising: Unraveling the Mystery Box.

Ashley, C., & Tuten, T. (2014). Creative Strategies in Social Media Marketing: An Exploratory Study of Branded Social Content and Consumer Engagement. Psychology & Marketing, 32(1), 15–27.

Baglione, S. & Tucci, L. (2018). Perceptions of Social Media's Relevance and Targeted Advertisements. Journal of Promotion Management, 25(2), 143-160.

Beier, N. & Wagner, S. (2016). Social Media Adoption: Barriers to the Strategic Use of Social Media in SMEs. Twenty-Fourth European Conference on Information Systems (ECIS) Research Papers.

Bhandari, M. & Rodgers, S. (2017). What does the brand say? Effects of brand feedback to negative eWOM on brand trust and purchase intentions. International Journal of Advertising, 37(1), 125-141.

Cheung, C.M.K. and Lee, M.K.O. (2010) A Theoretical Model of Intentional Social Action in Online Social Networks. Decision Support Systems, 49, 24-30.

Chinje, N., & Chinomona, R. (2018). The Influence of Trust and Ease of Use of Social Media Platforms on South Africa’s Generation Y Social Media Use Intention and Information Sharing. Social Media Marketing, 93–112.

Cho, Y., & Sagynov, E. (2015). Exploring Factors That Affect Usefulness, Ease Of Use, Trust, And Purchase Intention In The Online Environment. International Journal of Management & Information Systems (IJMIS), 19(1), 21-36.

Chu, S. & Kim, Y. (2011). Determinants of consumer engagement in electronic word-of-mouth (eWOM) in social networking sites. International Journal of Advertising, 30(1), 47–75. 047-075

Constantinides, E., (2014). Social Networking Sites as Business Tool: A Study of User Behavior. Business Process Management, 221–240.

Consumer Electronics in the Philippines. (2020, September). https://0-

De Keyzer, F., Dens, N., & De Pelsmacker, P. (2019). The Impact of Relational Characteristics on Consumer Responses to Word of Mouth on Social Networking Sites. International Journal of Electronic Commerce, 23(2), 212–243.

Dhingra, M., & Mudgal, R. K. (2019). Applications of Perceived Usefulness and Perceived Ease of Use: A Review. 2019 8th International Conference System Modeling and Advancement in Research Trends (SMART).

DiPietro, R. B., Crews, T. B., Gustafson, C., & Strick, S. (2012). The Use of Social Networking Sites in the Restaurant Industry: Best Practices. Journal of Foodservice Business Research, 15(3), 265–284.

Dwivedi, A., Johnson, L.W., Wilkie, D.C. and De Araujo-Gil, L. (2019). Consumer emotional brand attachment with social media brands and social media brand equity. European Journal of Marketing, 53(6), 1176-1204.

Dzandu, M., Boateng, H., Agyemang, F. & Quansah, F, (2016) Social media adoption among university students: the role of gender, perceived usefulness and perceived ease of use. Int. J. Social Media and Interactive Learning environments, 4(2), 2016.

El-Haddadeh, R., Weerakkody, V., & Peng, J. (2012). Social networking services adoption in corporate communication: the case of China. Journal of Enterprise Information Management, 25(6), 559–575.

Erkan, I., & Evans, C. (2016). The influence of eWOM in social media on consumers’ purchase intentions: An extended approach to information adoption. Computers in Human Behavior, 61, 47–55.

Faucher, K. (2018). Online Social Capital as Capital. In Social Capital Online: Alienation and Accumulation (pp. 13-38). London: University of Westminster Press.

Foroudi, P., Marvi, R., Foroudi, M.M., Ziyadin, S. and Munkhbat, S. (2020). Against the Odds: Consequences of Social Media in B2B and B2C, Beyond Multi-channel Marketing, Emerald Publishing Limited, 163-189.

Gavino, M.C., Williams, D.E., Jacobson, D. and Smith, I. (2019). Latino entrepreneurs and social media adoption: personal and business social network platforms. Management Research Review, 42(4), 469-494.

Griethuijsen, R. A. L. F., Eijck, M. W., Haste, H., Brok, P. J., Skinner, N. C., Mansour, N., et al. (2014). Global patterns in students’ views of science and interest in science. Research in Science Education, 45(4), 581–603. doi:10.1007/s11165-014-9438-6.

Gvili, Y. & Levy, S. (2021) Consumer engagement in sharing brand-related information on social commerce: the roles of culture and experience. Journal of Marketing Communications, 27(1), 53-68.

Kanchanatanee, K., Suwanno, N., & Jarernvongrayab, A. (2014). Effects of Attitude toward Using, Perceived Usefulness, Perceived Ease of Use and Perceived Compatibility on Intention to Use E- Marketing. Journal of Management Research, 6(3), 1.

Kim, E., Duffy. M. & Thorson, E. (2021) Under the Influence: Social Media Influencers’ Impact on Response to Corporate Reputation Advertising. Journal of Advertising, 50(2),119-138.

Kircova, I., Kose, G, Yaman, Y. (2018) Instagram, Facebook or Twitter: Which Engages Best? A Comparative Study of Consumer Brand Engagement and Social Commerce Purchase Intention. European Journal of Economics and Business Studies, 4(1), 268-278.

Kumar, A. & Ayedee, N. (2018). Social Media tools for Business Growth of SMEs. Journal of Management (JOM), 5(2), 137–142. 10.26417/ejes.v4i1.p268-278

Lim, W. (2015) The Influence of Internet Advertising and Electronic Word of Mouth on Consumer Perceptions and Intention: Some Evidence from Online Group Buying. Journal of Computer Information Systems, 55(4), 81-89.

Lin, C. A., & Kim, T. (2016). Predicting user response to sponsored advertising on social media via the technology acceptance model. Computers in Human Behavior, 64, 710–718.

Lorenzo-Romero, C., Alarcón-del-Amo, M.-C., & Constantinides, E. (2014). Determinants of Use of Social Media Tools in the Retailing Sector. Journal of Theoretical and Applied Electronic Commerce Research, 9(1), 9–10.

Miller, T. (2020). Introduction to Causal Research. Career and Technical Education Research Network.

Morgan-Thomas, A., & Veloutsou, C. (2013). Beyond technology acceptance: Brand relationships and online brand experience. Journal of Business Research, 66(1), 21–27.

Muniweera, C. D. W., Balawardhana, K. P. I. A., Rajapaksha, M. S. N., Chamara, M. A. D. S., & Jayasuriya, N. A. (2020). The Importance of Factors Influencing on e-WOM Engagement towards Consumer Purchase Intention in Clothing Retailers, Sri Lanka. International Journal of Academic Research in Business and Social Sciences, 10(5), 349–360. i5/7204

Nadaraja, R. (2013) Social Media Marketing: Advantages and Disadvantages. Kuala Lumpur: ResearchGate. Nadaraja/publication/256296291_social_media_marketing_social_media_marketing_advantages_and_disadvantages/links/00b7d52235b90905db000000/social-media- marketing-social-media-marketing-advantages-and-disadvantages.pdf

Nuseir, M. (2020). Is advertising on social media effective? An empirical study on the growth of advertisements on the Big Four (Facebook, Twitter, Instagram, WhatsApp) Int. J. Procurement Management, 13(1),134-142.

Nyagadaza, B. (2020). Search engine marketing and social media marketing predictive trends. Journal of Digital Media & Policy, 1–11.

Oyza, I. & Edwin, A. (2015) Effectiveness of Social Media Networks as a Strategic Tool for Organizational Marketing Management. Journal of Internet Banking and Commerce, 21(S2).

Parsons, A. (2014). Using Social Media To Reach Consumers: A Content Analysis Of Official Facebook Pages. Academy Of Marketing Studies Journal, 17(2), 27-36. rigsite=gscholar&cbl=38744

Pervaiz, S. (2016) The Advantages and Risks of Using Social Networking in Higher Education in Pakistan. In: Issa T., Isaias P., Kommers P. (eds) Social Networking and Education. Lecture Notes in Social Networks. Springer, Cham.

Pitafi, A. H., Kanwal, S., & Khan, A. N. (2020). Effects of perceived ease of use on SNSs-addiction through psychological dependence, habit: the moderating role of perceived usefulness. International Journal of Business Information Systems, 33(3), 383.

Pratama, R. I., Megadini, D. D., & Kusriandini, T. (2019). Effect of Perceived Ease of Use, Word-of- Mouth Communication, and Brand Image on Decision to Use Lazada E-Commerce Services. International Journal of Multicultural and Multireligious Understanding, 6(1), 173.

Praveena, K. & Thomas, S. (2014) Continuance Intention to Use Facebook: A Study of Perceived Enjoyment and TAM. Bonfring International Journal of Industrial Engineering and Management Science, 4(1), 24-29. .

Saravanakumar, M., Suganthalakshmi, T. (2012) Social Media Marketing. Life Science Journal, 9(4), 4444- 4451.

Siddiqui, S. & Singh, T. (2016). Social Media its Impact with Positive and Negative Aspects. International Journal of Computer Applications Technology and Research, 5(2), 71 – 75.

Sin, S. S., Nor, K. M., & Al-Agaga, A. M. (2012). Factors Affecting Malaysian young consumers’ online purchase intention in social media websites. Procedia - Social and Behavioral Sciences, 40, 326– 333.

Solani, B., Cilliers, L., Chinyamurindi, W.T. (2020) Determinants of attitudes towards social networking advertising: The role of habit, perceived ease of use and social media capital affinity. Proceedings of 4th International Conference on the Internet, Cyber Security and Information Systems, 2019(12), 331--341.

Statista (2020) Active Social Media Users in 2020. Networkusers/#:~:text=How%20many%20people%20use%20social,almost%204.41%20billion%20in%20 2025.

Sundaram, R., Sharma, R., & Shakya, A. (2020). Power of digital marketing in jbuilding brands: A review of social media advertisement. International Journal of Management, 11(4), 244-254.

Taber, K. (2018) The Use of Cronbach’s Alpha When Developing and Reporting Research Instruments in Science Education. Research in Science Education, 1-24. doi:10.1007/s11165-016-9602-2.

Teng, S., Wei Khong, K., Wei Goh, W., & Yee Loong Chong, A. (2014). Examining the antecedents of persuasive eWOM messages in social media. Online Information Review, 38(6), 746– 768.

Thompkins, Y. L. (2019). A decade of online advertising research: What we learned and what we need to know. Journal of Advertising, 48(1), 1-13.

Tripopsakul, S. (2018) Social Media Adoption as a Business Platform: An Integrated TAM-TOE Framework. Polish Journal of Management Studies. 18(2),350-362.

Van der Bank, C. M. (2014). The impact of social media: advantages or disadvantages. African Journal of Hospitality, Tourism and Leisure, 4(2), 1-9.

Van-Tien Dao, W., Nhat Hanh Le, A., Ming-Sung Cheng, J., & Chao Chen, D. (2014). Social media advertising value. International Journal of Advertising, 33(2), 271–294. 33-2-271-294

Voorveld, H. A. M., van Noort, G., Muntinga, D. G., & Bronner, F. (2018). Engagement with Social Media and Social Media Advertising: The Differentiating Role of Platform Type. Journal of Advertising, 47(1), 38–54.

Wu CH., Juan PL., Liu YH. (2018). Impact of eWoM on Consumers’ Purchasing Intention in Social Commerce. In: Yen N., Hung J. (eds) Frontier Computing. FC 2016. Lecture Notes in Electrical Engineering, 422. Springer, Singapore.

Yang, S. & Ghose, A. (2011) Analyzing the Relationship Between Organic and Sponsored Search Advertising: Positive, Negative, or Zero Interdependence?. Marketing Science, 29(4),602-623.

Yusuf, A.S., Che Hussin, A.R. and Busalim, A.H. (2018). Influence of e-WOM engagement on consumer purchase intention in social commerce. Journal of Services Marketing, 32(4), 493-504.

Zeljko D. & Jakovic B. (2018) New Methods of Online Advertising: Social Media Influencers. Proceedings of the 29th DAAAM International Symposium, 0041- 0050. 10.2507/29th.daaam.proceedings.006



  • There are currently no refbacks.

Copyright (c) 2022 Dave Matthew Pre, Julio Miguel Tolentino, Karlo Alexis Varuqez

Creative Commons License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

Editorial Office:
Faculty of Economics,
State Islamic University of Maulana Malik Ibrahim Malang
Gajayana Street 50, Malang-East Java, Indonesia 65144
Phone (+62) 341 558881, Facsimile (+62) 341 558881



P-ISSN 2599-3402
E-ISSN 2598-9537

Lisensi Creative Commons

MEC-J is licensed under CC-BY-SA
© All rights reserved 2017.




Member of:


View My Stats