Impact of Social Media on Buying Decision in Hospitality Industry

The assignment discusses the role of social media in influencing buying decisions for Hilton's hospitality services. The study reveals that Facebook is the most popular social media platform used by respondents, with a frequency score of 20 out of 30. Most respondents (30 out of 40) agree that social media is one of the best forms of communication channel, and nearly all (35 out of 40) believe that information through social media helps them make buying decisions almost every time. The study also highlights the challenges faced by the researcher in collecting data and literature review, but ultimately concludes that social media marketing aids in offering quick and reliable information from Hilton, and can help gain necessary information for making buying decisions.

Module name
Business Research Project
Report/Assignment Title Business Research Project
Declaration of Original Work:
I hereby declare that I have read and understood BPP’s regulations on plagiarism and that this is my
original work, researched, undertaken, completed and submitted in accordance with the requirements of
BPP Business School.
The word count, excluding contents table, bibliography and appendices, is _5000__ words.
Student Reference Number: BP0033699 Date: 08/08/2016

BUSINESS RESEARCH PROJECT BP0033699
INFLUENCE OF SOCIAL MEDIA
MARKETING ON BRAND IMAGE
OF HILTON HOTEL
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BUSINESS RESEARCH PROJECT BP0033699
EXECUTIVE SUMMARY
In present report, the learning has evaluated the impact of social media marketing which
is beneficial to improve effectiveness of businesses. Hilton Hotels and Resort has been
considered as organisation in order to meet goals and objectives. It has been identified that
before purchasing any kind of product nowadays customers are using social media tools to
access information about product and services. It means social media is one of most appropriate
tool for the organisation that can lead business to advanced level of success. It has been
evaluated that the Hilton Hotel and Resort is well focused towards effective use of social media
tools. With an improved focus on Facebook, Twitter and Instagram the businesses are easily
building effective relationship with target customers. Social media also provides better
opportunity to have engagement with the customers. It is considered as tool that provide better
platform to improve overall engagement.
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BUSINESS RESEARCH PROJECT BP0033699
TABLE OF CONTENTS
BACKGROUND.............................................................................................................................4
Introduction and Rationale of Study............................................................................................4
Aim and Objectives.....................................................................................................................5
Literature Review........................................................................................................................5
RESEARCH METHODOLOGY.....................................................................................................9
Introduction..................................................................................................................................9
Research Design..........................................................................................................................9
Data Collection..........................................................................................................................10
Sampling....................................................................................................................................11
Data Analysis.............................................................................................................................11
FINDING AND ANALYSIS.........................................................................................................12
CONCLUSION AND RECOMMENDATIONS..........................................................................21
REFLECTIVE................................................................................................................................22
REFERENCES..............................................................................................................................24
APPENDIX....................................................................................................................................27
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BACKGROUND
Introduction and Rationale of Study
Social media is considered as one of the most significant aspects that are being accessed
by businesses in order to have sustainable development. Social media marketing provides better
opportunity to create brand image which is beneficial to attain sustainable development. Brand
image development also enhances sales and market share that is one of key benefit. By having
an improved focus on Facebook, Twitter and Instagram; businesses are building better
relationship with customers. It is because the social media tools allow having direct
communication with customers using feed and comment option (Barnes, 2008). For example,
Hilton is using Facebook and other tools of social media to share information then company can
have direct communication with customers using chat option (Bateman, Pike and Butler, 2011).
It allows having better communication with customers and identifying key features in an
appropriate manner (Charlesworth, 2011). Brand image is referred as the factor that allows
customers to recognise the organisation by its name and logo (Charlesworth, 2011). It is the one
of the key reasons that the researcher has selected this topic to understand effectiveness of social
media in building brand image of business (Lara and Lucas, 2010). There are number of
researchers who considered social media as a critical aspect in their studies such as Jun, Taylor
and England in year 2015. But following researcher investigations has faced few limitations
which are classified as lack of evidences provided in the studies that has impacted effectiveness
of study. So, in order to overcome such aspect, researcher will select the topic Hilton Hotel UK
will be chosen as an organisation because it is considered as one of the leading business firm in
the hospitality sector (Burton and Soboleva, 2011). Organization is holding high market share in
UK that can be evidence in respect to above statement (Hilton Hotel, 2016). Company is having
good brand image in the market and management is also focused towards effective use of social
media tools in its marketing (Trip advisor, 2015).
Refer to Appendix for more information
Aim and Objectives
Aim
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Key motive behind carrying out this study is to assess the influence of social media
marketing on the brand image of business. In this respect, Hilton Park Lane, London has been
chosen in the study.
Objectives
 To analyse Hilton’s social media strategy with respect to Facebook, Twitter and
Instagram.
 To assess the effectiveness of social media in building relationship with customers by
evaluating use of social media tools
 To determine the impact of social media practices on brand image of Hilton Hotel, UK by
focusing on key methods of social media. Such as blog, feed, image, graphics.
Literature Review
Literature review is considered as one of the most significant sections of study because it
helps in evaluating different views presented by the diverse authors. It is also beneficial to meet
the goals and objectives of study.
As per the views of Vinh and Craig (2007), in current market conditions, social media is
considered as one of the most commonly used methods that help business in making better
relationship with customer. It allows business to have direct communication with customers with
regard to products and services that allows in maintaining strong relationships (Barnes, 2008).
Businesses are using social media in an appropriate manner to have effective promotion of
products and services (Vinh and Craig, 2007). Further, it has been witnessed that companies are
operating in the market where competition level is quite high and large numbers of hurdles are
present that may affect overall development. (Evans, 2010). Barrigar (2009) has said that by
using social media, companies are focused towards effective identification of customer needs so
that issues can be resolved effectively. Social media sites like Facebook, Twitter and Instagram
are allowed to share pictures and videos (Bateman, Pike and Butler, 2011). It means the
organization can share picture of product and services in order to attract customers because
company is effectively active on social media performs like Facebook, Twitter and Instagram.
For example, the Hilton is focused towards sharing of hotel premises pictures on social media so
that better competition can be provided in the market. Hospitality firm is looking to introduce
new services in the market and management has shared information about key features of
services through using social media tools. It will acknowledge customers about key features of
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services and attract them to purchase services (Barrigar, 2009). Social media use will allow
customers to provide response towards product by using comment and re-tweet option. It means
the customers can provide their response and belief towards product and services that allows
management to understand customer perception towards services.
By having consideration of social media, customer needs and perception can be examined in an
appropriate manner (Taylor and England, 2015). It will lead business to a better success because
social media helps in evaluating key aspects which relates with business. For example, the
response provided by customer on social media provides learning about customer belief and
perception. Such as customer response, market trends, etc. For example, the comments provided
by customer reflect the belief and perception of customer. It is also beneficial to improve
relationship with customers in order to accomplish the goals and objectives (Burton and
Soboleva, 2011).
Byun and et.al., (2013) has contended that every customer has specific needs. So, it is
essential for business firm to evaluate customer needs in an appropriate manner to accomplish
them. By having proper engagement with customers, Hilton Hotel can determine needs and meet
them in the desired way. Engagement is kind of communication with employees that help in
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understanding of needs (Vinh and Craig, 2007). For example, the sharing of pictures on social
media and comment of customer on those shared pictures and videos is way of communication.
It indicates that comment of customers on shared pictures and videos are promoting engagement
aspects. Social media is a tool that allows users to have proper engagement with every practice
of company (Burton and Soboleva, 2011). It has also been noticed that companies are using
social media to share proper information to customers in relation with products and services
(Byun and et.al. 2013). It allows in meeting long term goals so that there will be better
competition with rivalsries. For example, the management knows that customer demand high
quality product then organisation can design activities that can improve quality. It will increase
sales of company which will be better competition for rivalries. Sales of organisation will be
improved because quality is being considered as significant aspect in purchase decision making
process. According to Liao and Cheung (2011), by accessing social media tools, global business
giants have understood key expectations of their customers. It also allows gaining better
competitive advantage and ensuring that organisation is having sustainable development (Carter,
2012). With an assistance of this, number of challenges and issues can also be overcome that
businesses face in the market. Environmental, social and behavioural aspects can also be
evaluated effectually by accessing the social media tools (Liao and Cheung, 2011). Social media
provides learning in regard to Environmental, social and behavioural which helps in effective
evaluation. Numbers of blog sites are present in the markets that are being operated by business
firms to create awareness about current market trends. For example, management of Hilton Hotel
is using blog sites to share articles and learning about hospitality industry (Casteleyn, Mottart
and Rutten, 2009). It also renders better values to the customers and improves customer
relationship. For example, the company is offering information about services and customer
support using social media then customer interaction will be increased that helps in advancement
in satisfaction level and customer relationship. Customer interaction allows management to
develop products and services as per needs which is beneficial to meet better values (Burton and
Soboleva, 2011). Customer can complain about issue using social media which provides better
convenience to customers as well as company. It is also beneficial to for improving the brand
image because it helps in creating better awareness among customer about product and services
(Champoux, Durgee and McGlynn, 2012).
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Morteza (2011) has asserted that the customers are also allowed to provide feedback and
register complaints about products and services. It also allows management to provide quick
response to the customers so that issues can be resolved on time (Morteza, 2011). For example, a
complaint registered by customer that he is facing with regard to quality of services. In this
respect, flow of communication is quicker as compared to traditional methods. For example, the
company is using newspaper for advertising then it will take printing and distribution time. It
means the traditional methods are more costly and time consuming as compared to social media.
On the other side, there is no requirement of printing and distribution because it focuses on mass
distribution. In social media, wide range of customers can be targeted in less time at low costly
as compared to traditional methods. It means that activities can also be implemented in a quick
manner to overcome the issue and improve overall performance (Evans, 2010). Mathur and
Evans (2013) has also stated that the hospitality organisations are more focused towards social
media marketing in order to share significant information about services that are being offered by
business. Companies are having sharing of information in context to new product, service
modification and discount on services, etc. For example, the online websites always have
appearance of discount and offers on purchase.
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It enhances the satisfaction level among customers and affects business in a positive manner.
Low cost product purchase with high quality is one of key need if customer so discount and
offers on purchase meet key needs and enhances satisfaction. For example, customer is searching
for accommodation services and he has gained acknowledge that accommodation services
available at XYZ hotel. It will meet customer needs and provide better satisfaction level because
level of convenience will also be enhanced. Social media allows management to understand
customer perception by analysing comments and review provided on web pages. It also assist in
services transformation as per needs to meet satisfaction standards. For example, the quality of
products is being improved by organization on basis of customer needs. If customer has provided
feedback that quality of services need to be improved as per Six Sigma then organisation can
have changes in services as per feedback. Moreover, companies have continuous change in
services so that needs can be accomplished in appropriate manner. Such as product feature,
changes in feedback process, etc. In other aspect, efficient sharing of information is beneficial to
have advancement in customer retention and accomplish long term goals in a desired way
(Mathur and Evans, 2013). Further, it has been noticed that for businesses, satisfying needs of
target market is one of the toughest tasks (Fitton, 2012). With assistance of social media tools,
business firm can also present high scale of efforts with respect to promotion and marketing of
products and services Barrigar (2009). Katerina and et.al., (2009) has contended that by having
an improved focus on social media tools; business entity can also create differentiation in the
market. It is beneficial to attract more customers and lead businesses to great opportunities. It is
because social media share information about products and services which attracts customers.
Price discounts and further information is shared with customers who help in selection of
services. By using unique messages in social media marketing, company may differentiate its
products and services as compared to competitors (Bateman, Pike and Butler, 2011). New
products can also be developed by using social media because it allows having direct
communication with customers (Katerina and et.al., 2009). Along with this, the company can
also have better customer base through use of social media tools. Fillis (2010) has argued that
before purchasing any kind of product nowadays customers are using social media tools to
access information about product and services. It means social media is one of most appropriate
tool for the organisation that can lead business to impressive level of success (Byun and et.al.,
2013). By using information about the product and services the purchase decision can also be
10

made in an appropriate manner (Fillis, 2010). Social media practice also enhances the ability of
business to survive in highly competitive market. It may also create better opportunities in the
market and lead businesses to impressive level of success (Byun and et.al., 2013).
Social media marketing has direct impact on the brand image of business where entire
ranges of products are perceived positively by target market (Casteleyn, Mottart and Rutten,
2009). Gupta (2011) has stated that by having effective consideration of social media tools the
business firm can also create unique position in the market by creating better awareness among
customers. Sales ratio of products and services can also be improved by having effective
consideration of social media marketing (Champoux, Durgee and McGlynn, 2012). For example,
company is more focused towards social media marketing that has influenced customer
perception in positive manner and motivated them to access services in appropriate manner
(Gupta, 2011). These kinds of aspect have direct positive impact on the sales and profit margin
ratio of organisation. If customer is well satisfied with the services then it will increase the
customer base and loyalty aspects which is beneficial for organization. It motivates customer to
purchase product on continuous basis. It is because the social media attract customers by
acknowledging them about product so that sales and profit can be enhanced. If customers have
proper information about services offered then they can take proper decision about purchase of
product which is significant for organization for advancement in sales. Further, benefits like
improvement in quality can also be attained by the organisation so that goals and objectives can
be accomplished in appropriate manner. Key methods that are mostly used in social media
marketing are classified as Facebook, Twitter, etc. Hospitality companies are focused towards all
three methods to boost opportunities. Social media practice also allows taking feedback from
customers in regard to services. Issues can be identified in appropriate manner to meet goals and
objectives (Roberts, 2012).
Refer to Appendix for additional information
RESEARCH METHODOLOGY
Research Design
Design refers to path of the study through which it would be conducted (Bateman, Pike
and Butler, 2011). It helps in deciding the research techniques need to use in study for
developing sound conclusion. In this context, there are varied set of design available namely
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exploratory, descriptive, causal, case study and experimental (Morteza, 2011).In present
research, descriptive design has been employed with a motive to gain idea related to influence of
social media marketing on the brand image (Vieria, 2008). With descriptive design, in-depth
discussion is employed to know the way through which branding is influenced from marketing
over social platform (Byun and et.al., 2013). This has been applied because main motive is to
attain result of this study in diverse context and it was the best possible through descriptive
design.
Refer to Appendix for more information
Data Collection
For the purpose of completing the study, it is required to collect relevant set of data for
gaining information related to it. In this context, data can be collected through primary and
secondary sources. Primary data involves collecting first hand information from the respondents
whereas secondary data are already existing data (Creswell, 2009). In present study, data has
been collected from both the sources with a motive to attain in-depth information related to
study. In this regard, primary data has been collected through survey techniques in which data is
obtained from set structured questionnaire (Coram, 2011). This method is employed as it helps in
collecting in cost effective manner (Bell, 2010). Also, it supported in reaching to respondents to
live at far places in real time as well. In present study, survey has taken from 50 customers of
London Hilton on Park Lane in order to gain idea related to influence of social media on
branding. 50 customers are selected because it is easy task for researcher to analyse responses of
50 customers. If number of sample is increased that it will be vague to manage data in
appropriate manner. With the help of survey, researcher is able to gain precise information from
the existing customers of Hilton with regards to branding. It is because customers prefer
purchase of products and services as per brand image along with their needs (Katerina and et.al.,
2009). In decision making process of customers they consider brand image and needs in
significant manner. Questionnaire method is engaged because it helps in gaining specific
information related to subject matter (Creswell, 2009). In the questionnaire, close ended
questions has helped in attaining direct information which aids in drawing sound conclusion. By
using questionnaire the information about social media marketing has been attained so that goals
and objectives can be accomplished. Email is being used by researcher to ask questionnaire from
customers.
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Refer to appendix for additional information
Sampling
In present study, probability sampling is employed in order to gain random data. In this
respect, simple random sampling is engaged for choosing sample out of population (Vieria,
2008). Since, information related to 1000 email ID is received from the facebook page of Hilton
Hotel and mail to each has been sent in order to ensure that sufficient number of reply is
received. In present research, sample size is considered as 50 customers and hence, first 50
questionnaires are taken into account which was completed in every sense. Sample size of 50 is
considered because it provides effective gathering of information (Bell, 2010). It is effective
selection because the adequate sample size provides better ability to analyse and interpret the
information. If sample size is high then it is not easy for researcher to analyse and store high
ratio of data and if sample size is small then results may not provide expected outcome which
may be critical issue for present study. So selection of 50 employees was appropriate in order to
attain better outcome. With the help of it, researcher is able to gain sufficient information for
concluding the research. Simple random sampling aids in reducing the chances of biasness and
manipulation of data. Through this, random data is obtained which helps in framing required
conclusion (Bell, 2010).
Refer to Appendix for additional information
Data Analysis
In this respect, data is analysed with the help of thematic technique where varied set of
themes is developed on the basis of questionnaire. In present report, qualitative data is being gathered
with help of questionnaire. Through this, in-depth discussion is employed on the themes which help
in framing sound conclusion (Coram, 2011). This has aids in interpreting the responses of customers
of mentioned Hilton Hotel so that every research questions can be addressed. From thematic
technique, researcher is able to discuss the way in which social media influences branding. In
addition to the analysis, graphs and pie chart is used with a motive to present the result in
understandable manner. However, one issue related to thematic analysis is that it involves theoretical
discussion which can be questioned but same is employed as it is the best option for assessing the
influence of social media marketing on branding (Creswell, 2009). Based on it, key findings is
gained that can be employed within the context of other company as well. Considering all these,
13

thematic technique is incorporated in present study so that objectives can be accomplished in
appropriate manner.
Refer to Appendix for additional information
FINDING AND ANALYSIS
Refer to Appendix for additional information about data collection
Theme 1: Do you use social media tools to access information about different product and
services of Hilton?
As per the above graphical presentation, it can be interpreted that the majority of
customer’s has stated that they are using social media tools to have access of information about
different product and services of Hilton. Responses are being taken from the customers in order
to have effective evaluation of customer perception. Out of 50 respondents the 45 of them has
said that they uses social media tools to have better access to information in regard to services.
However, it is significant for business entity to focus on activities that can promote the use of
social media tools so that information sharing can be boosted in appropriate manner. It will
create better awareness among customers.
Theme 2. Social media provides better convenience as compared to traditional methods.
According to above statistics, so it can be interpreted that the social media provides better
convenience to customers as compared to traditional methods. With an improved focus on
number of social media tools the company is ensuring that customers are feeling convenient
14

while using social media services so that overall sales can be improved. Majority of customer
think that the social media is one of significant method that provide convenience to customers
and enhance their satisfaction level. In order to have better opportunities in the market the use of
social media tools can be improved.
Theme 3. How do you get to know about the new hospitality services provided by company?
On investigating the response of customer's about how they attain information about
hospitality services that is offered by Hilton. It has been interpreted that the majority of customer
are in the favour of social media so that better information can be attained in regard to new brand
of hospitality services. It means the company must have continuous development in use of social
media so that goals and objectives can be attained.
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Theme 4. Hilton makes the best use of social media advertising for influencing me.
As per the above graphical presentation, it can be interpreted that the majority of
customer’s percept that Hilton makes the best use of social media advertising which has great
influencing on customer perception. Customers have provided response about question by
analysing their decision making process satisfaction level while using social media services. It
means the social media marketing of Hilton is appropriate and it has great impact on the
customer perception. Majority of customer's are in the support of statement because it influences
belief. Out of 50 respondents the 15 of them are totally agree with the statement. Only five of
them are not in the favour of statement, but company needs to have improvement in its social
media marketing tactics to have sustainable improvement.
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Theme 5. What attributes do you consider while taking the buying decision of hospitality
services of Hilton through a social networking site?
As per above graph, it has been identified that the majority of customer's are in the favour
of price of products and services. Out of 50 respondents the 20 of them has stated that the price is
one of most essential factor that they consider during use of social network site. Other than this,
the quality of product and services is also referred as one of critical aspect that has been
considered by customers. Along with this, the variety of function is also significant aspect
because numbers of customers are attracted towards it in appropriate manner.
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Theme 6. According to you, which of the site is more useful while making the decision
regarding buying hospitality services of Hilton
It has been analysed in the survey that social site is more useful while making the
decision regarding buying hospitality services of Hilton. It has been noticed that Facebook is
most commonly used tool that helps customers to make their decision. However, company is also
focused towards Twitter, Instagram and LinkedIn to attract more and more customers and lead
business to impressive level of success. Along with this, the customers are also using Facebook
as most impressive tool that help in meeting their key needs because it provides information
about services in easy manner.
Theme 7. Do you think social media is one of the best forms of communication channel as
compared to other internet marketing source?
On asking the customer's of Hilton Hotel that majority of customer think that social
media is one of the best forms of communication channel as compared to other internet
marketing source. Customers have stated that because social media provide better and quick
response as compared to other mediums. It has been noticed that the majority of customers are
having use of social media in order to have better communication with management because it
allows having communication in quick and direct manner. Along with this, the 30 respondents
out of sample size have said that the social media can be used to have effective communication
with management as compared to other internet marketing sources. 10 of them have said that
18

they are not in the favour of statement and rest 10 has stated that they cannot say anything about
the statement.
Theme 8. Social media marketing aids in offering quick and reliable information from Hilton.
According to above analysis, it can be said that the social media marketing aids in
offering quick and reliable information from Hilton. As per the view of 20 customer's social
media marketing provides them quick and reliable response as compared to other marketing
methods. It also creates better awareness among members which is beneficial to have
improvement in services. In addition to this, the 10 of them has stated that there are various
methods which are more beneficial as compared to social media. In order to have improvement
in customer base and effectiveness the social media campaigns can be organised by the
management.
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Theme 9. How often information through social media helps you in making buying decision?
It has been interpreted that the majority of customers of Hilton Hotel and Resorts are
using social media as most significant tool because helps them to take decision in regard to
decision making process. It is because the marketing activities have influence on the customer
perception. By having a use of social media tools the customer understands the key features of
services before purchase. Only 5 of customers has said that social media marketing of Hilton
does not have any kind of impact on their decision making process.
Theme 10. Social media marketing of Hilton helps in gaining necessary information for
making buying decision.
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It has been interpreted that the majority of customers of Hilton Hotel and Resorts
perceive that the social media marketing of Hilton helps in gaining necessary information for
making buying decision. 15 of respondents precept so that the better information can be attained
by using social media. It means the ratio is still low so management need to improve social
media tools effectiveness by implementing various frameworks. It will provide better
opportunities in order to lead business to impressive level of success.
CONCLUSION AND RECOMMENDATIONS
As per the above study, it can be concluded that the social media marketing is considered
as one of most significant tool that is being used by the management of Hilton Hotel. Use of
social media tools facilitates business firm to attain number of monetary and non-monetary
benefits. It is because the sales and brand image of organization both can be improvement by
using social media marketing. This statement has been evaluated on the basis of theme which is
designed in primary data analysis. However, it has been interpreted from the theme 4 that the
social media marketing has great relationship with the brand image of business because it has
direct impact on the customer belief. Social media website like Facebook, Twitter and Instagram
are being allowed to share pictures and videos. By having a use of social media tools the
customer's can provide response towards product by using comment and re-tweet option. These
kinds of aspects are beneficial to have improvement in services as per customer needs and
responses. It is because the comments can be analysed to understand the customer needs. It will
21

also lead business to sustainable development by having improvement in service quality. By
having a proper engagement with customers the company can determine needs and meet them in
desired way. Social media is a tool that also allows users to have proper engagement with every
practice of company.
Other than this, it has been noticed that the management of Hilton Hotels and Resort is
more focused towards sharing of information by accessing social media tools. It can be
interpreted that the social media provides better convenience as compared to traditional methods.
With an improved focus on number of social media tools the companies are ensuring that
customers are feeling convenient so that overall sales can be improved. With an improved focus
on social media marketing tools the business firm can have sustainable improvement because it
allows having direct interaction with customers. Expectations of customer's can also be evaluated
in desired manner so that issues can be resolved in order to meet goals and objectives. Facebook
and Instagram are most commonly used tools because it allows sharing information as well as
pictures. By having sharing of pictures of hotel premises the Hilton Hotel is offering better
values to its customer's.
As per the above study, it can also be recommended that the company can have better
opportunities in market by improving effectiveness of social media tools. Along with this, the
technological improvement can be applied by the management. In addition to this, key principles
of social media tools must be considered by the management of Hilton because it will cut down
the risk factor. Effective consideration of social media principles allows meeting standards that
reduces risk. In order to have effective understanding about the subject, the researcher can carry
out investigation on key factors that impact the effectiveness of social media tools. By analysing
key aspects the management can overcome issues and provide various benefits to organization.
Study on supportive tools of social media can also be conducted by the management because it
will assist in understanding key factors that may affect overall effectiveness.
Refer to Appendix for reflective
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APPENDIX
1. Do you use social media tools to access information about different product and services of
Hilton?
 Yes
 No
2. Social media provides better convenience as compared to traditional methods.
 Strongly agree
 Disagree
 Neutral
 Agree Strongly Agree
3. How do you get to know about the new brand of hospitality services?
 Online advertisements
 Social media
 Links through messenger
 Newspaper/Pamphlets/Hoardings
 Friend's recommendation
 Window display
4. Hilton makes the best use of social media advertising for influencing me.
 Strongly agree
 Agree
 Neutral
 Disagree
 Strongly disagree
5. What attributes do you consider while taking the buying decision of hospitality services of
Hilton through a social networking site?
 Availability of variety of functions
 Price
 Quality
 Popularity
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 None of the above
6. According to you, which of the site is more useful while making the decision regarding buying
hospitality services of Hilton?
 Facebook
 Twitter
 LinkedIn
 YouTube Other
7. Do you think social media is one of the best forms of communication channel as compared to
other internet marketing source?
 Yes
 No Can’t say
8. Social media marketing aids in offering quick and reliable information from Hilton.
 Strongly agree
 Agree
 Neutral
 Disagree Strongly disagree
9. How often information through social media helps you in making buying decision?
 Almost every time
 Sometime
 Rarely Never
10. Social media marketing of Hilton helps in gaining necessary information for making buying
decision.
 Strongly agree
 Agree
 Neutral
 Disagree
 Strongly disagree
27

BACKGROUND
Other than this, in current market conditions, competition level is also increasing day by
day so, in order to gain better competitive advantage, businesses are also focused towards social
media marketing (Vinh and Craig, 2007). By having an effective understanding about the
selected topic, organisations can easily analyse key marketing issues that have great impact on
the overall performance. (Vieria, 2008). Along with this, in order to deal with market issues,
social media can also be used by the organisation because the using social media better
awareness can be created among customers. Another evidence can be that social media provides
direct interaction with customers. For example, the use of chat option, sharing of graphics like
pictures and videos are key methods of communication on social media. It is relevant to above
statement because issue of low awareness among services can be resolved using communication
techniques in respect to social media. In other aspect, social media is considered as a technique
that provides easy accomplishment of goals and objectives (Champoux, Durgee and McGlynn,
2012). Social media increases the brand image that ensures that sales and profit is being
improved (Charlesworth, 2011). For example, in recent era number of hospitality firms uses
social media to attract customers which has created better awareness within market in regard to
services and innovative features. It has facilitated organisation in meeting goals and objectives.
By having marketing through social media the businesses can have improvement in sales
because brand image improvement through social media enhances the customer base. For
example, the Hilton has shared its loyalty card scheme on social media that has increased
organisation customer base which has also increased its sales by 20 percent. Social media
practices of Hilton hotel are also effective that allows business firm to have proper sharing of
information with the help of Facebook and Twitter (Jun, 2015). Critical information with respect
to products and services can be shared with customers and lead business to impressive level of
success. It is because the information sharing creates awareness about product which motivate
them to have purchase of product. For example, Hilton has introduced its new branch in London
and shared information about new branch on social media. It has increased sales of services at
new London branch. It is because the information can be accessed from anywhere in the world
that improves information sharing. For example, nowadays mangers are working from diverse
regions to meet goals and objectives. During travelling mangers provide guidance to employees
using social media for sharing of information. It also indicates that the selection of topic is
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appropriate for study because it provides number of benefits to businesses by assessing the
effectiveness of social media in building relationship with target market (Taylor and England,
2015).
ACTION PLAN:
LITERATURE REVIEW
Zhu, Kraemer and Dedrick (2004) have asserted that the business can have sustainable
improvement in its market performance by having use of social media because it is more
effective as compared to traditional one. Social media also provides better opportunity to have
engagement with the customers (Fitton, 2012). It is considered as tool that provide better
platform to improve overall engagement (Zhu, Kraemer and Dedrick, 2004). Advertisements can
also be shared on social media to make sure that the company is having better brand image in the
market (Bateman, Pike and Butler, 2011). Number of positive impact is there that can benefit
business firm which are discussed in paragraph. Overall costing of promotion can also be
reduced by having improved focus on social media because it provides efficiency to the
marketing activities. For example, organisation is implementation of television advertisement
which requires celebrity endorsement that increases cost of promotion. But social media does not
require any kind of celebrity endorsement which reduces cost of promotion. Social media also
allows management to have changes as per social trends because it provides direct interaction
with customers. Liao and Cheung (2011) has stated that the lack of knowledge about product
29

and services also a critical issue. By having effective promotion of social media tools the
business entity may have sustainable development because it allows having advancement in
efficient and effectiveness of marketing activities (Bateman, Pike and Butler, 2011). It also
allows business to tackle issue in appropriate manner as compared to needs and views of
customer (Morteza, 2011). Building healthy relationship by using social media is one of key
benefit that a business can attain (Byun and et.al., 2013). Above sentence indicates that
hospitality organisations must have improved focus on social media tools to have sustainable
development. Generally any organization builds its brand image by serving customers above
their expectation level (Champoux, Durgee and McGlynn, 2012).
RESEARCH DESIGN
Investigation has assisted in gaining negative aspect of social media marketing which is
beneficial to meeting objective of the study (Bell, 2010). Also, there is series of researches
conducted in this context which has explored each and every aspect of the subject matter. Factors
that impact social media, tools of SM marketing, etc. Exploratory design is not applied because it
does not meet the standards and nature of study. Nature of study is not appropriate as per
exploratory design because descriptive nature allows to understand key aspects in detailed
manner. In addition to this, case study can be confined the research to specific case only from
which key elements of research may not address which may affect overall outcome. In present
study, the descriptive design has been applied in the study which supported in gaining sound
results. It will provide in detail analysis of the gathered data.
DATA COLLECTION
For reaching customers, email ID is collected from the management of London Hilton on
Park Lane and questionnaire is sent over email with a support of Hilton staff members. Emails
were gathered by accessing website of Hilton Hotel because in feedback column the email
addresses are available. To fill the responses, time frame of 2 weeks is given so that same can be
filled as per the convenient of the respondents. Time frame has certainly aids in gaining sound
information which helped in addressing answer to each research questions (Esteves, 2010). Also,
it supports in identification of ways in which social media can affect the branding of mentioned
hotel. Beside this, data is even collected from secondary sources for the purpose of gaining
contextualizes information. Such as information about marketing activities used by Hilton Hotel.
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Based on the survey researcher is able to gain theoretical information which helps in
understanding the study in appropriate manner so that social media marketing of organization
can be improved.
SAMPLING
Sampling is a practice of dividing population into small number with a motive to obtain
data from it (Bell, 2010). It is one of the key parts of research which aids in specifying the
research sample. Through this, researcher is able to save considerable amount of time, efforts
and cost. In this context, probability and non-probability are two set of techniques which
employed as per the requirement.
DATA ANALYSIS
Data need to be analysed in order to attain results out of it. In this respect, qualitative and
quantitative are two measures that aids in attaining results from raw data. Since, present research
focus on influence of social media marketing on branding, therefore qualitative measure is employed.
Use of qualitative measure helps in effective analysis of gathered data.
DATA COLLECTION
1. Do you use social media tools to access information about different product and services of
Hilton?
Activity Frequency
Yes 45
No 5
2. Social media provides better convenience as compared to traditional methods?
Activity Frequency
Strongly agree 5
Disagree 5
Neutral 5
Agree 10
Strongly Agree 25
3. How do you get to know about the new brand of hospitality services?
Activity Frequency
Online advertisements 10
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Social media 30
Links through messenger 5
Newspaper/Pamphlets/Hoardings 2
Friend's recommendation 2
Window display 1
4. Hilton makes the best use of social media advertising for influencing me.
Activity Frequency
Strongly agree 15
Agree 10
Neutral 5
Disagree 5
Strongly disagree 5
5. What attributes do you consider while taking the buying decision of hospitality services
of Hilton through a social networking site?
Activity Frequency
Availability of variety of
functions 10
Price 20
Quality 15
Popularity 5
None of the above 0
6. According to you, which of the site is more useful while making the decision regarding
buying hospitality services of Hilton?
Activity Frequency
Facebook 20
Twitter 10
LinkedIn 10
YouTube 5
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Other 5
7. Do you think social media is one of the best forms of communication channel as compared
to other internet marketing source?
Activity Frequency
Yes 30
No 10
Can’t say 10
8. Social media marketing aids in offering quick and reliable information from Hilton.
Activity Frequency
Strongly agree 20
Agree 10
Neutral 5
Disagree 5
Strongly disagree 10
9. How often information through social media helps you in making buying decision?
Activity Frequency
Almost every time 30
Sometime 10
Rarely 5
Never 5
10. Social media marketing of Hilton helps in gaining necessary information for making
buying decision.
Activity Frequency
Strongly agree 15
Agree 10
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Neutral 5
Disagree 10
Strongly disagree 10
REFLECTIVE
While conducting this study, I have gained several experiences which will surely help me
in future. From this research, I have faced challenges of accessing data from the respondents as
people are not ready to give time for filling the questionnaire. For this, I have tried to convince
them for long through which I am able to gain sufficient responses. Due to convincing, data
collection took more time than the determined which affect whole planning of research. Further,
collecting relevant literature was also a challenge for me. I have searched through different
journals and library in order to gather relevant past studies. It also consumed considerable
amount of time. However, I am able to gain learning related to manner in which detailed
literature review can be conduct. I have even learnt varied sampling techniques and data analysis
measures. With the help of it, my analytical and critical thinking skill is improved up to
significant level. Beside this, I am even able to use the questionnaire for data collection.
By having an improved focus on the study, I have analysed that the social media is
considered as one of most significant tool that is currently being used by management to have
effective long term opportunities. Marketing effectiveness can be advanced by accessing social
media tools such as Facebook, Twitter and Instagram. I have also noticed that the use of social
media tools provides number of monetary and non-monetary benefits. It has also acknowledged
me that the use of social media is more effective because it allows targeting wide range of
customers in quick manner. However, the costing of marketing activities can also be cut down by
having improved focus on social media tools. It has been noticed by me that the Facebook is
most commonly used tool that helps customers to make their decision. However, company is also
focused towards twitter and LinkedIn to attract more and more customers and lead business to
impressive level of success. It has been witnessed by me that building health relationship by
using social media is one of key benefit that a business can attain. In this addition I can say that
hospitality organisations must have improved focus on social media tools to have sustainable
development.
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