Impact of Digital Media Marketing on Consumer Buying Behavior: A Case Study of Hotel Park Hyatt Sydney, Australia

Slide 1: Impact of digital media marketing on consumer buying behavior: A case study of Hotel
Park Hyatt Sydney, Australia"
Slide 2: Introduction
• Digital media is highly used in current times by companies to influence the consumers.
• High use of digital media marketing can be costly for the company as there is a need to
spend a high amount on promoting the company among the bulk of customers.
• The new customers access different channels before purchasing the products.
• Like any other business, in the hospitality industry, Hotel Park Hyatt Sydney faces
marketing issues such as declining customer demands and switching customers towards
another brand (Bowie, Buttle, Brookes, & Mariussen, 2016).
Slide 3: Research context
Applicable historical information about the Company
It was developed in the year of 2012.
• Park Hyatt offers leisure guests, leisure guests, affluent individual business, and elegant
and luxurious accommodations.
• Park Hyatt features meeting and special event spaces, well-appointed guestrooms, and
special event spaces for smaller groups (Park Hyatt Sydney, 2018).
Slide 4: Research Context
The circumstances which have led to the need to undertake Research

• The company observed that each year, a number of customers was switching towards
other company due to using a different digital channel before making a purchasing
decision.
• On further research, it was observed that the issue was not unique to Hotel Park Hyatt
Sydney but it is an industry-wide dispute (Yürük, Akyol, & Şimşek, 2017).
Slide 5: Research Context
The impact and its effect on the operation of the company:
• The need for this investigation is to assess the impact of digital media marketing on
consumer buying behavior.
• The significant adverse impact of digital media marketing on Hotel Park Hyatt Sydney is
a loss of a loyal customer because customers use different channels of digital media to
make purchasing decisions (Bowie, Buttle, Brookes, & Mariussen, 2016).
Slide 6: Business Problem
• Ineffective digital media marketing at Hotel Park Hyatt Sydney has a significant adverse
impact particularly loss of loyal customers, and low switching costs.
• For attracting new customers, the company needs to use the different channel of digital
media for demonstrating favorable responses as these customers highly check customer
reviews before purchasing the products (Minazzi, 2015).
• The negative experience of one customer may damage the goodwill of company hence
company should provide effective customer services.
Slide 7: Business Problem

• An unsatisfied customer that switches towards another brand may damage the goodwill
of the company. Hence, the company should use effective customer care as it is the
backbone of the hospitality business.
• The loyal customers can also be influenced by these unsatisfied workforces because one
negative review of these consumers on digital media may influence 100 of customers.
• Thus, a positive and quick response on these digital media channels may help to mitigate
the issues (Ullah, Sepasgozar, & Wang, 2018).
Slide 8: Using Theory to Construct Business Problem
• There are different theories for assessing and offering the solution found in business.
• These theories provide support to consultants, management, and researchers to find the
root of the issue and address a feasible result to the same.
• The problem-solving theory is a proper fit for existing investigation because it helps to
critically assess the issues and offers a systematic method to arrive at a solution to the
identified issues.
Slide 9: Using Theory to Construct Business Problem
• Current investigation demonstrates a shift in customer’s need towards digital media as
compared to traditional channel due to certain reasons:
• Opportunity to get products range
• Depth awareness about the products and services
• Meet the requirement of customers with products and services (Evans, 2015).
• All these expectations in the case do not meet by hotelier then it will push customers to
switch towards other brands.
Slide 10: Generic Decisions/ Action