BUNGA BUNGA COVENT GARDEN.

BUNGA BUNGA COVENT GARDEN
Investigating the Impact of Social Media
Marketing on the success of the organizational
success. A case study of Bunga Bunga Covent
Garden
MBM Dissertation

BUNGA BUNGA COVENT GARDEN1
Investigating the Impact of Social Media
Marketing on the success of the organizational
success. A case study of Bunga Bunga Covent
Garden
Supervisor Name: Dr. Akinseye Olatokunbo Aluko
Master of Business Management
By Paulo Alexandre Cosme Vieira
Word Count: 17418 (Excl. Appendices, Tables, Graphs)
Registration No: 189084585
Academic Year (2018-2019)
University of Sunderland London Campus
Copyright University of Sunderland London Campus, No part of this publication may be
reproduced without the prior written permission of the copy right owner

BUNGA BUNGA COVENT GARDEN2
Abstract
The competition amongst the hospitality industry can be stated to be very competitive in
nature and it is in relation to this that the different companies which are present within
this industry would be required to ensure that they are successfully able to undertake a
set of initiatives which would thereby assist it in gaining a larger competitive positioning.
Additionally, the initiatives which have been taken by the different firms around the
globe all come down to a single aspect- the social media marketing. Therefore, the main
aim of the study is to find the impact of the social media marketing on the organizational
success of the Bunga Bunga Covent Garden. The firm is a unit of the Inception Group
and with respect to this, although the firm offers a considerable quality of services, it is
important to note that, its services are not that popular. Hence, it is assumed that the
social media marketing can be used by the firm to attain success. Therefore, the aim of
the study is to underline the manner in which the social media can be used by the
various businesses in order to ensure organizational success. The first chapter has laid
down the background of the research which is then followed by the Review of Literature.
This is followed by the Research Methodology and the data results chapter. The fifth
chapter discusses the outcomes of the study and this is then followed by the manner in
which certain recommendations can be adopted by Bunga Bunga to improve its
situation. The hypothesis relating the social media marketing and success of the
organizations was accepted.

BUNGA BUNGA COVENT GARDEN3
APPENDIX 7 - DISSERTATION (PGBM140) DECLARATION
Statement of Originality and Authenticity
I confirm that the dissertation I am submitting is an original and authentic piece of
work written by myself that satisfies the University rules and regulations with respect to
Plagiarism and Collusion. I further confirm that I have fully referenced and
acknowledged all material incorporated as secondary resources in accordance with the
Harvard system.
I also certify that I have taken a copy of the dissertation, which I will retain until
after the Board of Examiners has published the results, and which I will make available
on request in pursuance of any appropriate aspect of the marking and moderation of the
work within the University Regulations.
Name: Paulo Alexandre Cosme Vieira
Registration Number: 189084585
Program: MBM
Study Centre: University of Sunderland London Campus
Date: 14/10/2019
Please note that Dissertations will not be assessed without the inclusion of
this declaration by the student
Please note that Dissertations may not be assessed without the inclusion of
electronic copies which may be submitted through the ‘turnitin’ software to check for
authenticity

BUNGA BUNGA COVENT GARDEN4
Acknowledgement
I am using this opportunity to express my gratitude to everyone who supported me
throughout the course of this MBM project. I am thankful for their aspiring guidance,
invaluably constructive criticism and friendly advice during the project work. I am
sincerely grateful to them for sharing their truthful and illuminating views on a number of
issues related to the project.
I express my warm thanks to Dr. Akinseye Olatokunbo Aluko my supervisor for his
support and guidance.
I would also like to thank to my family and friends for all support and trust in my
capacity. To Jonathan Napier, Operations at support office for his help to collecting data
from the Inception Group company and all the people who provided me with the
facilities being required and conductive conditions for my MBM project.
Thank you,
Author: Paulo Vieira

BUNGA BUNGA COVENT GARDEN5
List of Figures and Tables
Table 1.............................................................................................................................38
Figure 1............................................................................................................................39
Table 2.............................................................................................................................39
Figure 2............................................................................................................................40
Table 3.............................................................................................................................40
Figure 3............................................................................................................................41
Table 4.............................................................................................................................41
Figure 4............................................................................................................................42
Table 5.............................................................................................................................42
Figure 5............................................................................................................................43
Table 6.............................................................................................................................44
Figure 6............................................................................................................................44
Table 7.............................................................................................................................46
Table 8.............................................................................................................................47
Table 9.............................................................................................................................48
Table 10...........................................................................................................................49
Table 11...........................................................................................................................49
MBA Dissertation.............................................................................................................83

BUNGA BUNGA COVENT GARDEN6
List of Abbreviations
No abbreviations have been made use of

BUNGA BUNGA COVENT GARDEN7
Table of Contents
Chapter 1: Introduction....................................................................................................11
1.1 Overview................................................................................................................11
1.2 Problem Statement................................................................................................12
1.3 Research aim.........................................................................................................13
1.4 Research Objectives..............................................................................................13
1.5 Research Questions..............................................................................................13
1.6 Research Hypothesis.............................................................................................14
1.7 Research Rationale...............................................................................................14
1.8 Structure of the Paper............................................................................................16
Chapter 2: Literature Review...........................................................................................17
2.1 Overview................................................................................................................17
2.2 Social media marketing..........................................................................................17
2.3 Strategies for engaging social media as a marketing tool.....................................18
2.4 Factors affecting social media use in a business organization.............................19
2.5 Benefits of social media in an organization`s success..........................................21
2.6 Organisational Success.........................................................................................23
2.7 Strategies to optimize organizational success.......................................................23
2.8 Factors affecting organizational success...............................................................25
2.9 The role of social media in organization success..................................................29
The conceptual/theoretical framework.........................................................................30
2.10 Summary..............................................................................................................31
Chapter 3: Research Methodology..................................................................................33
3.0 Overview................................................................................................................33