Social Media Marketing - Hilton Hotel Assignment
Added on 2019-12-04
34 Pages9326 Words179 Views
Module nameBusiness Research ProjectReport/Assignment TitleBusiness Research ProjectDeclaration of Original Work:I hereby declare that I have read and understood BPP’s regulations on plagiarism and that this is myoriginal work, researched, undertaken, completed and submitted in accordance with the requirements ofBPP Business School. The word count, excluding contents table, bibliography and appendices, is _5000__ words.Student Reference Number: BP0033699Date: 08/08/2016
BUSINESS RESEARCH PROJECTBP0033699INFLUENCE OF SOCIAL MEDIAMARKETING ON BRAND IMAGEOF HILTON HOTEL2
BUSINESS RESEARCH PROJECTBP0033699EXECUTIVE SUMMARYIn present report, the learning has evaluated the impact of social media marketing whichis beneficial to improve effectiveness of businesses. Hilton Hotels and Resort has beenconsidered as organisation in order to meet goals and objectives. It has been identified thatbefore purchasing any kind of product nowadays customers are using social media tools toaccess information about product and services. It means social media is one of most appropriatetool for the organisation that can lead business to advanced level of success. It has beenevaluated that the Hilton Hotel and Resort is well focused towards effective use of social mediatools. With an improved focus on Facebook, Twitter and Instagram the businesses are easilybuilding effective relationship with target customers. Social media also provides betteropportunity to have engagement with the customers. It is considered as tool that provide betterplatform to improve overall engagement. 3
BUSINESS RESEARCH PROJECTBP0033699TABLE OF CONTENTSBACKGROUND..................................................................................................................................4Introduction and Rationale of Study............................................................................................4Aim and Objectives.....................................................................................................................5Literature Review........................................................................................................................5RESEARCH METHODOLOGY.........................................................................................................9Introduction..................................................................................................................................9Research Design..........................................................................................................................9Data Collection..........................................................................................................................10Sampling....................................................................................................................................11Data Analysis.............................................................................................................................11FINDING AND ANALYSIS.............................................................................................................12CONCLUSION AND RECOMMENDATIONS...............................................................................21REFLECTIVE....................................................................................................................................22REFERENCES...................................................................................................................................24APPENDIX........................................................................................................................................274
BACKGROUNDIntroduction and Rationale of StudySocial media is considered as one of the most significant aspects that are being accessedby businesses in order to have sustainable development. Social media marketing provides betteropportunity to create brand image which is beneficial to attain sustainable development. Brandimage development also enhances sales and market share that is one of key benefit. By havingan improved focus on Facebook, Twitter and Instagram; businesses are building betterrelationship with customers. It is because the social media tools allow having directcommunication 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 canhave direct communication with customers using chat option (Bateman, Pike and Butler, 2011).It allows having better communication with customers and identifying key features in anappropriate manner (Charlesworth, 2011). Brand image is referred as the factor that allowscustomers to recognise the organisation by its name and logo (Charlesworth, 2011). It is the oneof the key reasons that the researcher has selected this topic to understand effectiveness of socialmedia in building brand image of business (Lara and Lucas, 2010). There are number ofresearchers who considered social media as a critical aspect in their studies such as Jun, Taylorand England in year 2015.But following researcher investigations has faced few limitationswhich are classified as lack of evidences provided in the studies that has impacted effectivenessof study. So, in order to overcome such aspect, researcher will select the topic Hilton Hotel UKwill be chosen as an organisation because it is considered as one of the leading business firm inthe hospitality sector (Burton and Soboleva, 2011). Organization is holding high market share inUK that can be evidence in respect to above statement (Hilton Hotel, 2016). Company is havinggood brand image in the market and management is also focused towards effective use of socialmedia tools in its marketing (Trip advisor, 2015). Refer to Appendix for more informationAim and ObjectivesAim5
Key motive behind carrying out this study is to assess the influence of social mediamarketing on the brand image of business. In this respect, Hilton Park Lane, London has beenchosen in the study. ObjectivesTo analyse Hilton’s social media strategy with respect to Facebook, Twitter andInstagram.To assess the effectiveness of social media in building relationship with customers byevaluating use of social media toolsTo determine the impact of social media practices on brand image of Hilton Hotel, UK byfocusing on key methods of social media. Such as blog, feed, image, graphics. Literature ReviewLiterature review is considered as one of the most significant sections of study because ithelps in evaluating different views presented by the diverse authors. It is also beneficial to meetthe goals and objectives of study. As per the views of Vinh and Craig (2007), in current market conditions, social media isconsidered as one of the most commonly used methods that help business in making betterrelationship with customer. It allows business to have direct communication with customers withregard 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 ofproducts and services (Vinh and Craig, 2007). Further, it has been witnessed that companies areoperating in the market where competition level is quite high and large numbers of hurdles arepresent that may affect overall development. (Evans, 2010). Barrigar (2009) has said that byusing social media, companies are focused towards effective identification of customer needs sothat issues can be resolved effectively. Social media sites like Facebook, Twitter and Instagramare allowed to share pictures and videos (Bateman, Pike and Butler, 2011). It means theorganization can share picture of product and services in order to attract customers becausecompany 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 sothat better competition can be provided in the market. Hospitality firm is looking to introducenew services in the market and management has shared information about key features ofservices through using social media tools. It will acknowledge customers about key features of6
services and attract them to purchase services (Barrigar, 2009). Social media use will allowcustomers to provide response towards product by using comment and re-tweet option. It meansthe customers can provide their response and belief towards product and services that allowsmanagement to understand customer perception towards services. By having consideration of social media, customer needs and perception can be examined in anappropriate manner (Taylor and England, 2015). It will lead business to a better success becausesocial media helps in evaluating key aspects which relates with business. For example, theresponse provided by customer on social media provides learning about customer belief andperception. Such as customer response, market trends, etc. For example, the comments providedby customer reflect the belief and perception of customer. It is also beneficial to improverelationship with customers in order to accomplish the goals and objectives (Burton andSoboleva, 2011).Byun and et.al., (2013) has contended that every customer has specific needs. So, it isessential for business firm to evaluate customer needs in an appropriate manner to accomplishthem. By having proper engagement with customers, Hilton Hotel can determine needs and meetthem in the desired way. Engagement is kind of communication with employees that help in7
understanding of needs (Vinh and Craig, 2007). For example, the sharing of pictures on socialmedia 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 engagementaspects. Social media is a tool that allows users to have proper engagement with every practiceof company (Burton and Soboleva, 2011). It has also been noticed that companies are usingsocial 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 bettercompetition with rivalsries. For example, the management knows that customer demand highquality product then organisation can design activities that can improve quality. It will increasesales of company which will be better competition for rivalries. Sales of organisation will beimproved because quality is being considered as significant aspect in purchase decision makingprocess. According to Liao and Cheung (2011), by accessing social media tools, global businessgiants have understood key expectations of their customers. It also allows gaining bettercompetitive 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 thatbusinesses face in the market. Environmental, social and behavioural aspects can also beevaluated effectually by accessing the social media tools (Liao and Cheung, 2011). Social mediaprovides learning in regard to Environmental, social and behavioural which helps in effectiveevaluation. Numbers of blog sites are present in the markets that are being operated by businessfirms to create awareness about current market trends. For example, management of Hilton Hotelis using blog sites to share articles and learning about hospitality industry (Casteleyn, Mottartand Rutten, 2009). It also renders better values to the customers and improves customerrelationship. For example, the company is offering information about services and customersupport using social media then customer interaction will be increased that helps in advancementin satisfaction level and customer relationship. Customer interaction allows management todevelop products and services as per needs which is beneficial to meet better values (Burton andSoboleva, 2011). Customer can complain about issue using social media which provides betterconvenience to customers as well as company. It is also beneficial to for improving the brandimage because it helps in creating better awareness among customer about product and services(Champoux, Durgee and McGlynn, 2012).8
End of preview
Want to access all the pages? Upload your documents or become a member.
Related Documents
Research Methods of Hilton Hotel | Case Studylg...
|12
|2946
|416
Social Media Marketing Influence On Brand Image Of Hilton Hotel Studylg...
|14
|3808
|356
Role of Social Media in Hotel Industrylg...
|12
|3520
|90
research projectlg...
|21
|4569
|49
Integrated Hospitality Marketing Communicationslg...
|14
|4245
|299
(pdf) Usage of Social Media Marketing - Hiltonlg...
|9
|2116
|175