Foreign Studies

Product Awareness

Product awareness is considered one of the key pillars of a brand's consumer-based brand
equity (Aaker, 1991). Product awareness can consist of consumer knowledge of brand benefits,
slogan, features, tag line and other elements. Keller and Davey (2001) describe building product
awareness as the way of ensuring potential customers in certain categories. Product awareness
is the information about the particular products a company offers, especially compared to those
offered by its competitors. Product awareness is measured through tracking studies and
surveys. Product awareness is the familiarity among consumers about the product which
includes both brand recall as well as brand reorganization.

Advertising Value

Advertising value is a benchmark for advertising effectiveness and “may serve as an index of
customer satisfaction with the communication products of an organization”. It is defined as “a
subjective evaluation of the relative worth or utility of advertising to consumers‟ (Ducoffe, 1995).
A value can be described as a specific conduct or state is personally-psychologically or
socially-culturally preferable to a converse in an individual‟s belief to a converse mode of
conduct or an opposite end state of existence (Levi, 1990). Social networking site emerged as
one of the most powerful media for advertising across the globe.

Informativeness

One of the main motivations for social media is the exchange of information (Muntinga, 2011).
Given the information-orientation of social media, it is very useful for the users of these social
media to be found to be receptive to informative advertising sites. The cited literature relates
perceived information value of advertising to consumers overall attitudes towards advertising. It
also said that perceived information value towards advertising is important for attitudes towards
traditional advertising. Social media has existed for years but has recently become one of the
most powerful sources of advertising and news updates due to the launch of the Internet
platforms Twitter and Facebook which provide the chance for social networking. Outlets of
social media include blog sites such as WordPress and Blogspot, micro blogging such as
Twitter, online magazines through sites content communities such as YouTube, and Flickr.

1
Amilia Haida , Hardy Loh Rahim2 | Social Media Advertising Value: A Study on Consumer’s
Perception | 1st January, 2015 |
https://www.researchgate.net/profile/Hardy-Rahim/publication/280325676_Social_Media_Advert
ising_Value_A_Study_on_Consumer's_Perception/links/55b31bad08aed621ddfe17bb/Social-M
edia-Advertising-Value-A-Study-on-Consumers-Perception.pdf | Oct. 18, 2021 | (7:13PM)
Social Media Advertising

Social media can be defined as “a group of internet-based applications that build on the
ideological and technological foundations of web 2.0, and that allow the creation and exchange
of user-generated content”. (Kaplan & Haenlein, 2010, P60). Moreover, Social Media
Advertising can be defined as “An online Ad that incorporates user interactions that the
consumer has agree to display and be shared. The resulting Ad displays these interactions
along with the user’s persons (picture and/or name) within the Ad content” (IAB, 2009, P4).
Advertising is a very important tool in the promotion mix for all kinds of organizations, usually it
refers to one-way communication in any mass media. The American Marketing Association
define it as “ the placement of announcement and persuasive messages in time or space
purchased in any of the mass media by business firms, nonprofit organizations, government
agencies, and individuals who seek to inform and/or persuade members of particular target
market or audience about their products, services, organizations, or ideas”. However, with the
development of the internet and online world, especially the social media environment, a lot of
changes happened in advertising, in its capabilities and functions which require a new paradigm
(L.Tuten, 2008, P2). Regarding L.Tuten (2008, P3-5) there are many differences between
traditional advertising and social media advertising. First difference is the form of media, while
traditional advertising tied with the “mass media'' include television, radio, print, or outdoor,
advertising by social media might mean both one-to-one advertising through permission-based,
and targeted messages, or it could be mass coverage using a display ad, when defining
advertising for online media, the size of the audience should not be used as a defining factor of
advertising. Second, traditional advertising must be paid communications, it is the fact in each
definition of advertising since this concept appears, on the other hand social media advertising
could be totally free and unpaid or it can be indirectly paid as the case in some aspects of social
network advertising like paid ads on Facebook. Third, traditional advertising has been viewed
always as on-way communication from the marketers to the target audience through some
traditional media, but with the world of web 2.0 it has become truly enabled for two-way or even
multi-way communication between firms and consumers, and this is the case in social media
advertising and online advertising in general. Fourth, traditional advertising relied on a model of
interrupting consumers' lives, but consumers accepted this interruption sometimes because it
represented a free tool to know about brands via television or radio ads.

Adnan Veysel Ertemel, (Ph.D.) & Ahmad Ammoura, (MSc.) | THE ROLE OF SOCIAL MEDIA
ADVERTISING IN CONSUMER BUYING BEHAVIOR | International Journal of Commerce and
Finance, Vol. 2, Issue 1, 2016, 81-89
|https://poseidon01.ssrn.com/delivery.php?ID=8611181171240961271251040750310991190410
6302601604402500712608702907212710607112601811905202410601605700100208112008
40901241020380130110390921120950280931200661120920710510220751020930701120230
27097069098091083007066064064017025120114102026112119100024&EXT=pdf&INDEX=T
RUE | Oct. 18, 2021 | (7:05PM)

Briscoe (2009), has stated that social media depends upon the internet based
communication. Itis a World Wide Web platform. It is very easy to exchange the information, to
work together,share information and knowledge, data, valuable information, opinions, reviews
and relationships. Kalyan and Haenles (2010), has explains that social media creates
unbelievable services to customers. Social media apps are giving full length information to the
customers.Bare foot & Szabo (2010), concluded that social media apps to provide to advertising
the company brand and also handloom products features, finally customers are believing social
networks, it results manufacturing units recurring the business through the use of internet such
as emails and online advertising. Castronovo (2012) has declared that social media plays a
crucial role in advertising of handloom products. Social media provide services in the
requirement of customer satisfaction.Bernoff & Charlence (2011) has stated that social media
plays a very important role in advertising of handloom products. Manufacturing companies
invented all types of brands with less cost in the market. It results to increase the morale of
customers. Amo & Romero (2010)has acknowledged that manufacturing companies are offering
a number of discounts to customers because of Social media apps are providing quality
information with less cost and also provides digital transactions facilities to customers. It plays a
crucial role in the advertising of handloom products in customer satisfaction.

Nasina Balasubrahmanyam and M. Muthumeenakshi | ROLE OF SOCIAL MEDIA IN

ADVERTISING OFHANDLOOM PRODUCTS AND CUSTOMERSATISFACTION | November
2020 |
https://www.academia.edu/45593464/ROLE_OF_SOCIAL_MEDIA_IN_ADVERTISING_OF_HA
NDLOOM_PRODUCTS_AND_CUSTOMER_SATISFACTION | October 22, 2021 | (3:32PM)
Foreign Literature

Beliefs and Attitudes

Understanding advertising beliefs and attitudes is important because they affect
consumers’ brand attitudes and purchase intentions (Durvasula, Mehta, Andrews, and Lysonski,
1997; Mehta, 2000). In general, beliefs about advertising influence overall consumer attitudes
toward advertising (Bauer and Greyser, 1968). Researchers possess divergent views about the
relationship between consumers’ beliefs and their attitudes toward advertising. One school of
thought views consumer beliefs and their attitude interchangeable constructs both conceptually
and operationally (Mehta, 2000; Schlosser & Shavitt,1999). Another school of thought
characterizes consumer beliefs and attitudes as distinct psychological factors (Brackett and
Carr, 2001;Ducoffe, 1996; Pollay and Mittal, 1993). In fact, beliefs and attitudes are closely
linked and belief brings variations in attitude (Anderson,1972). By following the second school of
thought, current study treats the beliefs and attitudes as distinct constructs in the context of
social media advertising. “A belief is a descriptive thought that a person holds about something.
An attitude is a person's enduring favorable or unfavorable evaluation, emotional feeling, and
action tendencies toward some object or idea” (Kotler and Keller, 2006). Consumers Attitude
toward advertising reflects the advertising effectiveness(Mehta, 2000). Generally, beliefs
influence consumers’ attitudes toward advertising (Bauer and Greyser, 1968). The empirical
evidence in the context of online and online social network advertising has supported this
notion.For example, Wang and Sun (2010) found a statistically significant predictor of consumer
attitudes toward online advertising. Young consumers are likely to avoid online social networking
advertising if they expect a negative experience , perceive the message irrelevant or are
skeptical toward the advertising message or are skeptical toward the advertising medium (Kelly,
Kerr, and Drennan, 2010). Nevertheless, alike traditional and online advertising social media
advertising researchers come up with diverse findings (See Chu, 2011; Kelly et al., 2010).
Consumers’ belief about advertising is a multi-dimensional construct. Bauer and Greyser (1968)
identified two dimensions underlying consumers’ beliefs: economic and social. Polly and Mittal
(1993) categorized consumers’ belief about advertising into two dimensions: Personal uses and
societal effects. Personal use consists of three dimensions; Product information, social role and
image, hedonic and pleasure, societal effects consist of good for the economy, materialism,
value corruption and falsity/no sense. Ducoffe (1995) identified fourfactors; informativeness,
deceptiveness, irritation, and entertainment as a starting point for how consumers assess the
value of advertising.In case of online advertising Wang and Sun (2010) identified five belief
dimensions: information, entertainment, credibility, economy and value. Most common belief
dimensions identified in the traditional and online advertising contexts are “information”,
“entertainment”, “good for economy” and “value corruption”. Current study focuses on these four
factors of consumer beliefs about advertising in social media context. Consumers’ perception of
advertising as “informative” is an important belief dimension affecting consumer attitudes toward
online advertising (Ducoffe, 1996; Wang and Sun; 2010; Wolin et al., 2002). Current study
presumes that consumers perceive social media advertising as an important and useful source
of product information.Consumers deem advertising as a valuable source of information
because product information shown in advertisements help them in making the informed and
right purchase decisions (Polly and Mittal,1993). In Romania and USA Wang and Sun (2010)
found consumers' belief of advertising as “ informative” an important predictor of attitude
towards online advertising with varying behavioral effects.Entertainment is an important factor
affecting consumer attitudes toward advertising. An ad is considered entertaining if it is
attractive and provides sensory pleasure and gratifies consumers/audiences’ sentiments (Polly
and Mittal, 1993). Yaakop, Hemsley-Brown andGilbert (2011) found Malaysians having more
positive attitude towards the advertising than non-Malaysian because of their belief about
advertising ability in providing pleasure-seeking and entertaining materials. Entertainment is a
critical factor affecting consumer attitudes toward online advertising by establishing an
emotional link between consumers and online advertising (Wang and Sun, 2010). Current study
assumes that consumers' belief of social media advertising ability to entertain their sensory and
emotional needs and wants affect their attitudes toward social media advertising positively.
Besides information and entertainment, “good for the economy ''is an important belief dimension
of advertising. Consumers may like the advertising as it contributes to the health of the
economy. In other words, it generates revenue, which is beneficial for the economic prosperity
of a nation (Polly and Mittal, 1993). Wolin, Korgaonkar, and Lund (2002) found that “good for the
economy” has no significant effect on consumers’ attitudes toward internet advertising. Wang
and Sun (2010) found “good for the economy” as an important predictor of consumers’ attitudes
toward online advertising. Current study presumes “good for economy” as an important
predictor of consumers’ attitudes toward social media advertising in South AsianContext.
Advertising appeals are developed on the value premises of a society. Consumers believe that
advertising corrupts social values rather than improves them (Polly and Mittal, 1993). People
tend to view online advertising negatively when they believe that online ads undermine the
social value system (Wang and Sun, 2010). Wolin et al. (2000) found a negative association
between value corruption and consumer attitudes toward online advertising. Current study
anticipates that consumers associate social media advertising negatively with the values of the
society. In other words, respondents are expected to perceive social media advertising as a new
marketing tool to corrupt social values. Social values work as a guiding principle in one's life and
keep a society organized.

Dr. Imran A. Mir | Consumer Attitudinal Insights about Social Media Advertising: A South Asian
Perspective | September 2012 |
https://www.academia.edu/3128061/Consumer_Attitudinal_Insights_about_Social_Media_Adver
tising_A_South_Asian_Perspective | October 19, 2021 | (7:39 am)

Nowadays marketers are using social networking sites more and more to reach the
consumers and potential customers with their ads and promotional offers as well as
personalized messages. A previous study by Yaakop et al. (2012) suggested the various factors
that influence consumer’s attitude towards advertising on Facebook as perceived
interactivity,advertising avoidance and privacy. Another study by Bond et al. (2010) concluded
that social media advertising could have a powerful impact on consumer’s brand loyalty and
engagement. Forbes (2010) examined credibility, engagement and interactivity of three types of
endorsements: corporate endorsement, a third-party endorsement and social network
endorsement and found that corporate websites are most credible where Facebook is one of the
most trustworthy and engaging. As per the results of empirical study by Schivinski and
Dabrowsk (2014 )user generated social media communication had a positive influence on both
brand attitude and equity and that further leads to the purchase intention also. Engagement can
be promoted through entertaining and interactive posts, useful and relevant content, word of
mouth communication from other consumers, as well as extrinsic reinforces such as promotions
and giveaways. Social media, like Facebook and Twitter helps build relationships with
consumers to get product and brand related information (Smith, 2014). Haidaand Rahim (2015)
studied and proposed a model of social media advertising which suggested that being
informative is a predictor for both product awareness and advertising value while irritation
caused due to unwanted social media advertising creates negative impact towards product
awareness and do not add any value for advertising. Direct advertising by the firm is unable
unable to influence consumers towards brand whereas social media content by firm creates
viral response and attracts more customer in one go and generates more brand awareness and
brand attitude (Kodjamanis and Angelopoulos, 2013).Furthermore, some researchers found that
social media advertising have positive impact on consumers but some results showed that the
consumers get annoyed with the privacy and social pressure from online communities (Kelly,
Kerr and Drennan, 2010) specially teenagers doesn’t like advertisements on social media site
and try to avoid them. Sentil, Prabhu and Bhunaeshwari (2013), found in their study that
customers avoid advertising on social media and are not much comfortable with the content
shown by the marketers on those sites.

Bindia Daroch | Consumer's Perception Towards Social Media Advertising | December 1, 2017 |
https://www.academia.edu/39496175/Consumers_Perception_Towards_Social_Media_Advertisi
ng | October 19, 2021 | (7:55 am)

Social network sites and advertising acceptance

To create a successful digital marketing strategy, brands, institutions and organizations
must decide on a set of principles (Colvée, 2013). These principles include personalized
marketing (i.e. based on segmentation and customization), intensive but non-intrusive marketing
(i.e. reaching millions with minimal cost), interactive marketing (i.e. enabling bidirectional
communication focused on 'customer participation, interaction, and involvement), emotional
marketing (i.e. associating campaigns with customers' experience, beliefs, emotions, dreams,
and feelings) and measurable marketing (i.e. using tools to monitor and improve campaigns in
real time). Effective uses of social media and paid social advertising can bring measurable
benefits such as improved customer satisfaction, increased sales, better customer support,
reduced marketing expenses and higher customer reach (Angel and Sexsmith, 2011; Askool
and Nakata, 2011; Lahuerta-Otero and Cordero-Gutiérrez, 2016; Lahuerta-Oteroetal., 2018;
Stelzner, 2011). According to uses-and-gratifications theory (Katz and Foulkes, 1962), people
should be willing to expose themselves to social media to get benefits. These benefits generate
positive aspects that directly influence their attitudes toward the medium. In social networks,
users become integrated into a community of peers, some of which are huge (e.g. Facebook).
The irresulting network relationships influence the users' opinions and behaviors because of the
establishment of subjective norms. The benefits of using a medium, attitudes toward it and
subjective norms together prompt different behaviors as has been demonstrated in research in
various domains, including social networks research (Lam et al., 2007; Peslak et al., 2012;
Cordero-Gutiérrez, 2018).In turn, users might join a Facebook page to obtain updates,
promotions or relevant information from the community (Lee and Hong, 2016). They also enjoy
participating in discussions, belonging to a group and meeting new people, which gives them a
favorable attitude (Celebi, 2015). They can interact with information by liking, commenting,
tagging others or sharing it, which contributes to electronic word of mouth and expands the
reach of the original content. Note that the users represent powerful and trustworthy sources of
information (Chu and Kim, 2011). Thus, paid social advertising might offer an excellent,
affordable way to create and maintain interactions of universities with former, current and
prospective students.Consistent with the roots of the perceived utility of advertising,
personalized advertising matches customers’ needs, as defined on the basis of demographic
characteristics, interests or behaviors. When an ad is interesting to students, it provides useful
information (i.e.benefits) and affects the way they respond, usually leading to acceptance.
However, some users might not be interested in specific ads and try to prevent their exposure,
resulting in ad avoidance (SpeckandElliott, 1997).

Social network sites and advertising avoidance

Proactive organizations should consider the perspective of users (e.g. whether theyare
receptive and willing to accept and implement changes) when integrating new technologies,
including the use of paid social media advertising (Hamid et al., 2015). According to Tran
(2017), there are different levels of ad avoidance on Facebook: affection (e.g. “I hate the ad”),
cognition (e.g. ignore the ad) and behavior (e.g. install ad blocker software to block ad content).
Moreover, users might be skeptical about some content or have a predisposition to mistrust
advertising content (Aslam and Karjaluoto, 2017; Obermiller and Spangenberg, 1998;
Pasadeos, 1990). Several factors can lead to ad avoidance such as clutter, intrusiveness,
irritation and users' privacy concerns. Clutter suggests that the existence of too many
advertising messages makes it difficult to remember messages and brands (Cho and Cheon,
2004; Moe, 2006; Speck and Elliott, 1997). Ad clutter on the Internet can be operationalized as
the number of all types of ads that appear on a single website. On social media, it refers to all
types of ads, sponsored publications, ad videos and other forms of advertising that appear on a
user’s wall. Such excessiveness can lead to a perception that Facebook is solely an advertising
medium for organizations, leading to ad avoidance (Cho and Cheon, 2004). According to Li et
al.(2002), perceptions of intrusiveness and irritation can arise because of frequent interruptions
or perceptions of information overload. According to Truong and Simmons (2010), users can
distinguish between helpful (e.g. informative) and misleading (e.g. benefits are later found to be
nonexistent) internet ads. Moreover, online advertising improves product perceptions and
credibility evaluations if it provides relevant content and is used correctly (Choi and Rifon, 2002;
Shamdasani et al., 2001). Martí-Parreño et al. (2013) identify a negative relationship between
irritation and attitudes toward mobile advertising (model was tested on teenagers, which will
become prospective customers in social media contexts and will enroll in higher education
centers in the future). Online and mobile advertising that is relevant and tailored to consumers’
needs (Tamand Ho, 2006) is less likely to irritate users. Perceived usefulness (Martí-Parreño et
al., 2013) and informativeness (Wang et al.,2009) also reduce irritation. Finally, privacy concerns
refer to the anxiety that consumers feel when they worry that organizations might disclose their
personal information (Cho and Hung, 2011). When navigating social media, users tend to have
negative perceptions of advertising because they believe they are being targeted and tracked if
they receive advertising without their permission (Lee and Hong, 2016; Smit et al., 2014; Young
and Shin, 2019). However, they recognize the importance of social media brand
communications and interactivity and enjoy the benefits of promotions and offers (Cohen, 2012).
Moreover, users navigating Facebook can choose whether they want to follow the updates of a
brand page. If they agree, they can get special promotions, brand offers, discounts and
information about events. Through this mechanism, brands can send commercial information to
users without invading their personal space (Beauchamp, 2013), which may increase
advertising efficiency.

Social network sites and advertising efficiency

An essential difference exists between paid search and paid social advertising. While
paid search (e.g.GoogleAdWords) helps current and prospective customers and a business,
paid social advertising (e.g. Facebook ads) makes it easier for a business to and customers
(e.g.students). By targeting specific audiences, Facebook ads help businesses and the right
customers who are potentially interested in the higher education center by leveraging the big
data available on Facebook (Shewan,2017). Paid social advertising focuses on finding targeted
users rather than finding as many users as possible (as is a typical scope for traditional
advertising platforms). Because Facebook users are still increasing (e.g. monthly active users
increased from 2.27 million in the third quarter of 2018 to 2.44 million in the third quarter of
2019), and the potential audience is so large, organizations have a greater chance of finding the
right customers (Facebook, 2019). This social platform offers a powerful, innovative and efficient
targeting system that makes it easy and convenient for all types of organizations to connect with
the most accurate customers (Andrews, 2017). Furthermore, Facebook continually improves its
advertising platform by integrating information about users’ consumption habits and preferred
access devices (mostly smartphones). Accordingly, even with the many elements to consider
when launching an advertising campaign (e.g. duration, budget, buying personas, segmentation
criteria, objectives and expected outcomes), Facebook offers one of the most cost-effective
advertising platforms (Shewan, 2017). The growth of its Facebook communities (i.e. Facebook,
Instagram, Facebook Messenger and WhatsApp) has made Facebook a primary source of
business leads (Andrews,2017). Although the cost of Facebook advertising has increased in
recent years, the average cost-per-click (CPC) is $1.72 (Shewan, 2017). In comparison, the
average CPC for Google Ads across all industries in 2017 was $2.32 (Irvine, 2018a, 2018b).
Instead of focusing on the total
amount spent on ads, marketers prefer to focus on CPC because they want to pay for
actual actions rather than impressions. In this sense, CPC pricing is an important determinant of
efficiency. If Facebook detects that an ad has greater relevance, it might lower the overall costs
of the campaign, resulting in an optimal CPC (Gotter, 2017). These metrics are important to
measure ad performance, but campaign success cannot be based solely on them because ad
campaigns usually have goals beyond clicks (e.g. driving traffic to the organization's website).
Rebeca Cordero-Gutierrez & Eva Lahuerta-Otero | Social Media Advertising Efficiency on
Higher Education Programs | 2020 |
https://www.academia.edu/44760838/Social_media_advertising_efficiency_on_higher_educatio
n_programs | October 19, 2021 | (4:25 pm)

Local Literature
Online Advertising in Philippines can be broadly classified into display advertising,
mobile advertising, search advertising and online video advertising. Display Advertising has the
largest share in the online advertising space in the country. The average time spent by an
individual on social media sites is way more than any other sites on the internet in Philippines.
Online Advertising Market in Philippines is still in the developing stage as compared to the other
markets at the global level. Online Advertising industry has been developing and gaining
popularity in the country on account of rising internet connectivity and coverage as well as
increasing mobile penetration rate in the country. The internet penetration rate which was nearly
15% in 2008 has risen and reached to nearly 45% in 2013. Philippines Online Advertising
Market has shown a tremendous growth during the last few years. The market has grown at a
CAGR of 43.4% during 2009-2013. This has been mainly on account of the increasing
popularity of social media in Philippines. The Online Advertising Market in Philippines consists
of a mix of innovative and creative digital ad agencies. Some of the well established agencies in
digital advertising industry globally such as MRM Worldwide, McCann Worldgroup, Tribal DDB,
Group M, Starcom Mediavest Group and others are the leading players in the Philippines online
advertising Industry.

| Businesswire | Philippines Online Advertising Market Outlook to 2018 | January 15, 2015 |
https://www.businesswire.com/news/home/20150107005555/en/Research-Markets-Philippines-
Online-Advertising-Market-Outlook | October 22, 2021 | (3:20PM) |
Local Study
According to an article of The Philippine Star written by Louella Desiderio, it shows that
businesses are advised to use the internet for promoting their products as more consumers now
are using the newest technology to research the specific brand before purchasing. Businesses
must consider using online advertising their products as the users of the internet are
consistently increasing. In the Philippines, she said the study showed that around 70 percent of
consumers first make a research of their purchases online even if they purchase offline. She
also stated that this trend shows the potential of growing the business by going online, whether
big or small businesses can take advantage of the Internet through putting up online search
advertisements. Online advertisements, she said, likewise provide a level playing field since any
company can use it and there are no massive cost for start-ups required.

Louella Desiderio | Businesses urged to use internet to push products | August 7, 2012 |
https://www.philstar.com/business/2012/08/07/835558/businesses-urged-use-internet-push-prod
ucts | October 22, 2021 | (2:52PM)

A research study conducted by Jean Louisse Villanueva Concha and JossaKristine Cruz
Soler from University of the Philippines Diliman on April 2012 entitled “The Rise of Online
Advertising and its Impact on the Future of thePhilippine Newspaper” The researchers conclude
that online activity has reached an unprecedented rise owing to the popularity of social
networking sites and theeasier accessibility to computers and the internet for more people. As
such, and with more methods of interactive and efficient advertising available online.

An article from Adobo Magazine dated February 3, 2013 by Sanserif, Inc. Entitled
“Online Advertising to Surpass Print and TV in 2013” It shows that online advertising has
continued to grow, achieving 10% year on year growth recording$813.25 million for the 3months
ending September 2012. The results of theOnline Advertising Expenditure Report (OAER) by
IAB Australia, compiled byPricewaterhouseCoopers (PwC), show that while the general
advertising marketis softening online advertising is on track to surpass both newspaper and
TVadvertising 2013. It also shows that online advertising is continuously growingand becoming
more effective to advertisers and businesses.

Flores, Genemie Rose G.; Jemina III, Ronaldo C.; Mones, Charmaine P.; Tresfuentes, Deary M.
| THE COMPRETITIVENESS OF ONLINE BUSINESS IN ADVERTISINGBETWEEN ZALORA
AND LAZADA |
https://www.academia.edu/35271023/THE_COMPRETITIVENESS_OF_ONLINE_BUSINESS_I
N_ADVERTISING_BETWEEN_ZALORA_AND_LAZADA | October 22, 2021 | (4:02PM)