Social Media Marketing Strategies for Hilton Hotel

The assignment provided is a questionnaire for employees and managers at Hilton Hotel to assess their hotel's social media marketing practices. The questions cover various aspects such as the hotel's use of social media as a marketing tool, frequency of social media usage, preferred platforms, importance of social media marketing, impact on business performance, and revenue generation through social media advertising. The assignment also includes space for recommending improvements to social media advertising strategies.

Dissertation

ACKNOWLEDGMENT
I would like to thank my teachers and mentors to guide me appropriately in the following
dissertation. I would like to express my gratitude towards my friends, family and supporters for
providing me direction towards accomplishment of goals and objectives of dissertation. With the
help of their guidance and mentoring I was able to accomplish the aim of research study and
completed my dissertation timely.

Abstract
The following dissertation is about analysing the impact of social media marketing on the
business performance of Hilton Hotel. In today's era, social media is blooming all over the
world. It helps in connecting people who are living different areas, states or country easily and
efficiently. In the following dissertation, researcher uses precise research methodology to
accomplish the aims and objectives of research study. In order to achieve the purpose of
research, the researcher uses explanatory research design. The researcher uses inductive
research approach. Further in this research study, researcher utilises positivism research
philosophy. In the present dissertation, the researcher will use both the qualitative and
quantitative strategy. Data has been collected from two sources which are primary and secondary
sources. From primary source, questionnaire method has been used and from secondary books,
journals, internet, magazine and articles has been. The questionnaire has been provided to the
employees and managers of Hilton Hotel. Majority of organisations incorporating in United
Kingdom uses social media as tool for marketing. A sample of 50 employees has been taken in
order to analyse the data. Hilton Hotel of UK also uses social media as a tool for marketing as
per the analysis. It helps them to promote their services to the larger audience and assist in
increasing the profitability of the organisation. Social media marketing positively impacts on te
sales performance and customer base at Hilton Hotel.

CHAPTER 1: INTRODUCTION
1.1 Title
“ To analyse the impact of social media marketing on business performance: A case study of
Hilton Hotel”.
1.2 Introduction
Marketing is the essential and important part of the organisation. It is the sources through
which business organisations promote their goods and services efficiently. There are various
methods and techniques which are used by marketing management of organisations in order to
deliver the information about the products and services to the customers (Hudson and et.al.,
2016). In today's era, the technological advancements are taking place rapidly which changing
the perception of marketing department of business organisations. From traditional modes of
marketing, the management of organisations are shifting towards digital methods. In this context,
the following dissertation will aid in analysing the impact of social media marketing on the
business performance of Hilton Hotel. The Hilton Hotel is one of the renowned and elegant hotel
operating its business operations in United Kingdom.
The management of Hilton Hotel shifted from using traditional marketing approach and
started using digital marketing methods (Pritchard and Howard, 2015). In this way, this
organisation is appropriate for conducting the research study on impact of social media
marketing on business organisation. Social media marketing is form of digital marketing method
through which business organisation promotes their goods and services on social media platform.
These platforms include various social media websites like Facebook, Instagram, Twitter,
Google+, etc. These are cheap and effective sources of marketing and management can deliver
information about their products and services to the large number of people (Olof Lagrosen and
Grundén, 2014). This will aid in increasing the productivity and profitability of the organisation.
In this manner, the researcher will formulate the precise structure of dissertation that will help
the end users to comprehend the concepts efficiently. Further, critical analysis of literature will
be made and on the basis of it appropriate recommendations and suggestions will be provided by
the researcher.
1.3 Background of research
In today's era, social media is blooming all over the world. It helps in connecting people
who are living different areas, states or country easily and efficiently (Whiting and Williams,
1

2013). Further, social media is also considered as boon for business organisations. They can
advertise, promote and deliver appropriate information about the products and services they
manufactured or produced precisely. In this concern, the researcher aim to analyse impact of
social media marketing on Hilton Hotel of United Kingdom. The hotel has made effective use of
social media marketing. Before June 2009, the Hilton Hotel depends completely on traditional
approach of marketing (Pritchard and Howard, 2015). Due to increase in the competition and
decreasing customer base, the management of hotel developed new and better ways to promote
their services. This gives birth to the social media marketing strategies. It results to be better and
organisation able to increase the customer base efficiently. In this way, appropriate research
approach and methodologies will be used by the researcher in order to accomplish the aim and
objectives of dissertation.
1.4 Rationale of Study
The motive of research study is to analyse the impact of social media marketing on the
growth and development of Hilton Hotel of UK. How social media and digital marketing
techniques outshine the traditional marketing methodologies will be analysed in this dissertation.
In this context, the researcher will investigate the organisation efficiently and gather the adequate
information in appropriate manner. Hilton Hotel sales has been influenced greatly after
implementation of social media marketing. Thus, researcher will analyse the impact of social
media marketing. After analysing the information, the researcher will provide the best
recommendations that will guide the management of Hilton Hotel to overcome their weaknesses
and improve their marketing techniques efficiently.
1.5 Who will it help?
The outcome of research study will help the management of Hilton Hotel as they will
able to understand the importance of social media marketing and can implement measures to
improve their existing marketing techniques. Further, the research study will provide an
opportunity to the researcher as he or she can get to know about Hilton Hotel and it's marketing
practices. This will enhance the knowledge and skills of researcher efficiently. The research
study will assist the end users by educating them about the marketing management of Hilton
Hotel.
1.6 Aim and objectives
Aim
2

“To analyse the impact of social media advertising on customer behaviour at Hilton hotel”
Objectives
With the given aim, the following are the objectives prepared for the present study:
 To analyse the tools of social media utilised by Hilton Hotel.
 To examine the improtance of social media marketing done at Hilton Hotel.
 To analyse the impact of social media advertising on customer behaviour.
1.7 Research Questions
Research questions are essential part of dissertation. In this context below are the
research questions formulated by researcher:
1. What are the social media advertising tools used by Hilton hotel?
2. What is the importance of social media advertising in Hilton Hotel?
3. What is the impact of social media advertising on customer attitude?
4. What are the methods thorough which Hilton Hotel can improve the social media
marketing and promotion techniques?
1.8 Structure of Dissertation
In order to conduct the dissertation in appropriate and efficient manner, it is very
important and essential for the researcher to construct a precise structure. In this part, the
structure of dissertation will be describe by the researcher. The structure of dissertation is listed
below: Chapter 1: Introduction- This is the first chapter of dissertation where researcher
provides brief overview of the research title, background, purpose, aim, objectives and
significance of research study. It is very important chapter of the dissertation as
introduction provides pathway to users and they can comprehend the motive of research
study efficiently. Chapter 2: Literature Review- This chapter demonstrates that researcher will conduct the
research by analysing and critiquing articles jotted by senior researcher and authors.
Researcher will present these ideas in a systematic, well-structured and logical sequence.
The aim of literature review is to establish theoretical framework for subject area. Chapter 3: Research Methodologies- This is the third chapter of dissertation in which
the researcher demonstrate the approach and methodologies used by him/her in order to
carry out the research project effectively and efficiently. Research methodologies
3

chapters presents the research approach, philosophy, design, strategy, data collection,
sampling, analysis of data, limitations and ethical considerations. Chapter 4: Data Analysis and Findings- In the fourth chapter of dissertation, the
researcher converts the collected data into meaningful information by using various
approaches and techniques. The overarching aim is to identify significant patterns and
trends in the data and display these findings meaningfully.
 Chapter 5: Conclusion and Recommendations- This is fifth and last chapter of
dissertation in which researcher provides a brief synopsis of the research study and topic.
After analysing the issues, researcher provides efficient recommendations so that end
user can improve effectively.
1.9 Framework and Analysis
This part will demonstrate the research framework which will be implemented by
researcher. In order to accomplish aim and objectives of research, it is very essential for
researcher to construct framework of research efficiently. In this aspect, research framework for
present study is described below: Research Design: In order to achieve the purpose of research, the researcher will use
explanatory research design (Wach, 2014). The design will help in explaining the impact
of social media marketing on performance of Hilton Hotel. Research Approach: In the following dissertation, the researcher will use inductive
research approach. This approach will aid in formulating and analysing theories emerging
from data. This will further lead to identification of impact of social media marketing on
behaviour of customers of Hilton Hotel. Research Philosophy: In the following research study, researcher aims to use positivism
research philosophy. The positivism philosophy is highly structured and effective and
researcher will able to accomplish the aims and objectives of the dissertation efficiently
(Wan, Liu and Tong, 2014). Research Strategy: In the present dissertation, the researcher will use both the qualitative
and quantitative strategy. In this manner, he/she will able to accomplish the aim and
objective of the research project effectively and efficiently. Data Collection: Data collection is process of gathering relevant data for conducting
research project. Data can be collected from two sources which are primary and
4

secondary sources (Sessler and Imrey, 2015). In the following dissertation, the researcher
will collect data from both the sources. From primary source, questionnaire method will
be use and from secondary books, journals, internet, magazine and articles will be use.
The questionnaire will be provided to the employees of Hilton Hotel. Sampling: Sampling is the process of taking small proportionate of data from large pool
(Lyon, Mšllering and Saunders, 2015). In this dissertation, the researcher will use random
sampling method and take 50 questionnaires as a sample.
 Data Analysis: Data analysis is the process of interpreting and synthesising the collected
data into meaningful information (Saunders, Lewis and Thornhill, 2015). In the following
dissertation research analysis will be done by using thematic analysis. In this researcher
will construct themes of questionnaire and interpret the data into meaningful information.
1.10 Significance of research
The research study will provide benefits to the hospitality industry incorporating in
United Kingdom as they will able to understand the importance of social media marketing.
Further, the research will be helpful to the academicians who are or will preparing for masters
courses, in developing deeper understanding regarding the importance of social media
advertising in hospitality industry. Thus, in this way the research study will also provide the
benefits to the management of Hilton Hotel as they can further improve their marketing
techniques in order to maximise the customer base and promulgates their profitability.
5

CHAPTER 2: LITERATURE REVIEW
2.1 Introduction
The aim of literature review is to establish the theoretical framework which is related
with the title of research project. In this chapter, the researcher will analyse reviews of senior
authors, researchers and scholars so that the theoretical framework can be constructed. Social
media marketing is the approach of marketing where the marketers promote the products and
services manufactured by them on social media platforms. In this context, literature review will
help in understanding the concept of marketing and aid in analysing the impact of social media
marketing on the performance of business and behaviour of customers.
2.2 Social media marketing tool
Marketing is the process of promoting, advertising and commercialising the products and
services produced and manufactured by business organisations. It very important and essential
process as without marketing no organisation will able to deliver the information about the
products and service to the customers. According to Nations (2017) social media can be divided
into two parts which are social and media. Social refers to interacting with other people by
exchanging information from each other. Media refers to the mode of communications like
internet, (while television and other devices are traditional media). Thus, Social media are web-
based communication tools that enable people to interact with each other by both sharing and
consuming information.
Tuten and Solomon, (2017) enunciate that internet not only helps people to communicate
with each other, but also assist business organisations to promote and deliver information about
the products and services they manufactured efficiently. Social media marketing is currently
trending in business organisations as it is efficient and effective mode of providing information
to the customers. Many large and small organisations change there perception of marketing and
shifted from traditional marketing methods to digital marketing methods. Armstrong and et.al.,
(2015) sheds light on it and said that in the current era of dynamism management of business
organisations are using various methods and technologies in order to promote and advertise
about their products and services efficiently. Social media marketing tool is used by small,
medium and large organisations in order to increase their productivity and profitability. In this
context Ashley and Tuten, (2015) argues that social media marketing is changing the perception
of marketing. As compared to traditional methods of marketing, digital marketing methods are
6

more effective and appropriate that aid in saving time and cost of organisation. As majority of
population in the world have access to popular social media websites like Facebook, Yahoo,
Twitter, YouTube, etc. it becomes easy for the management of business organisations to promote
about the goods and services on social media platforms. Kumar and et.al., (2013) said that social
media marketing helps in promulgating the customer base and maximising the profits of the
organisation. Different industries like retail, hospitality, healthcare, etc. considers social media as
an efficient and precise platform on which they can share information to large amount of people
on one single click. Chang, Yu and Lu, (2015) argues on this and comments that social media
platform is efficient but it has many drawbacks associated with it. Users can comment anything
they want on social media platform. They can damage the reputation and goodwill of
organisations by misguiding other users. Further, it takes a lot more efforts to maintain the
presence on social media websites.
According to Vinerean and et.al., (2013)excessive use of social media marketing can
degrade the overall reputation of the organisation. Thus, social media marketing helps in
promulgating the productivity and profitability of the organisation and also impacts on customer
behaviour and attitude. Marketing is very essential and important element of organisations. It
helps them to share the information about their products and services to the range of customers.
7
Illustration 1: Social Media Marketing
(Source: Social Media Marketing, 2017)

As per Schulze, Schöler and Skiera, (2015) due to development in field of technologies,
marketing management of business organisations formulate certain strategies that helps them to
promote their goods and services online through digital marketing and social media marketing.
Thus, business organisations improve their business performance and increases their customer
base by using social media as a marketing tool. Thus, this implies that social media marketing
helps these organisations to move forward on the path of growth and development. There are
many social media platforms like Facebook, YouTube, Instagram, etc. on which the
organisations can promote their products effectively and efficiently. For example, YouTube
allows organisation to posts advertisement about their products and viewers of YouTube will
able to get information about the particular products and services of specific organisation
effectively and efficiently. According to Hays, Page and Buhalis, (2013) in today's era, the
technological advancements are taking place rapidly which changing the perception of marketing
department of business organisations. From traditional modes of marketing, the management of
organisations are shifting towards digital methods. Social media marketing is form of digital
marketing method through which business organisation promotes their goods and services on
social media platform. These platforms include various social media websites like Facebook,
Instagram, Twitter, Google+, etc. These are cheap and effective sources of marketing and
management can deliver information about their products and services to the large number of
people.
2.3 Importance of social media marketing
Social media became essential part of an individual life. According to estimates, the
umber of worldwide social media users reached 1.96 billion and is expected to grow to 2.5
billion by 2018 (Number of social media users worldwide from 2010 to 2021 (in billions), 2017).
This implies that a huge portion of worldwide population uses social media in their day to day
life. According to Zhu and Chen, (2015) social media marketing is very important for business
organisations. It helps them to promulgate their profitability and productivity effectively and
efficiently. Social media marketing are associated with various advantages and benefits. It helps
in promotion of goods and services to the large audiences. As per, Luo and Zhang, (2013)
majority of people uses social media daily. It provides enormous opportunities to the business
organisation as they can share the important information on social media easily and effectively.
It further helps in saving their time, cost and efforts.
8

One of the biggest advantages of social media marketing is that it is entirely free to start.
None of the largest platforms have sign-up fees of any sort, so the only investment you’ll need to
make is in the form of time. Agnihotri and et.al., (2016) enunciates that marketing activities and
promotion on social media provides advantage to business corporations adequately. It helps in
encouraging sharing of information precisely. Marketers often shares information related with
the product information, offers, schemes and organisational event on social media websites. The
information reaches to large audience and gathering of audience eventually increases. Tiago and
Veríssimo, (2014) argued on this and said that sometime whether intentionally or unintentionally
vital information of organisation posted or shared on social media website. By taking advantage
of it the competition organisation misuse that information and create ambiguity in customers.
This impacts on the behaviour of customers negatively. Thus, it is the responsibility and
accountability of the marketing management of organisation to use social media as marketing
tool appropriately and efficiently.
According to Jara, Parra and Skarmeta, (2014) social media marketing aids in increasing
the profits and customer base of business incorporations. It helps in exchanging information with
large audience easily and efficiently. It is considered as boon for newly emerged organisation as
the management can promote about their services very efficiently. It helps in increasing the
brand loyalty and reputation of organisation. For instance, any organisation who have launched
new product or service can share this information on social media by creating organisation
personal account on the particular media. McCabe, (2017) said that internet revolution impacts
on the business performance of corporations and industries. From production to dispatching and
from making customer relations to marketing, internet turns out to be a great help to the
management of business organisations. Digital media and marketing transforms the perception of
marketing management of both big and small organisations. Now with the help of one click, the
management can deliver the essential information to large amount of audience effectively and
efficiently.
According to Balakrishnan, Dahnil and Yi, (2014) social media marketing helps in
promulgating the profitability and productivity of business organisations. Social media
marketing is currently trending in business organisations as it is efficient and effective mode of
providing information to the customers. Many large and small organisations change there
perception of marketing and shifted from traditional marketing methods to digital marketing
9

methods. As per Leung, Bai and Stahura, (2015) in today's era, social media is blooming all over
the world. It helps in connecting people who are living different areas, states or country easily
and efficiently. Further, social media is also considered as boon for business organisations. They
can advertise, promote and deliver appropriate information about the products and services they
manufactured or produced precisely. Thus, in this context it can be understood that social media
marketing methodologies generate ample amount of benefits to the business organisation. With
the helps of these marketing techniques, the management of corporations can improve their
existing performance effectively and efficiently. As per Hudson and et.al., (2016) business to
customer (B2C) organisations invest more time and money on doing marketing on social media
websites as compared to, business to business (B2B) organisations. This implies that customer
oriented organisations are more using social media as marketing tool. It provides them enormous
benefits by saving their time, cost and money. Thus, it implies that marketing on social media
websites not only aid in increasing the productivity and profitability of the organisations, it also
assists in maximising the customer base by sharing information appropriately and precisely.
2.4 Impact of social media marketing on customer behaviour
In today's world, billions of people uses social media websites like Facebook, Twitter,
LinkedIn, YouTube, etc. Social media became essential part of an individual life. According to
estimates, the umber of worldwide social media users reached 1.96 billion and is expected to
grow to 2.5 billion by 2018 (Number of social media users worldwide from 2010 to 2021 (in
billions), 2017). in their day to day life. Social media becomes essential part of an individual life.
It helps in sharing information related with current affairs, news, facts, etc. and user can acquire
all those informations at one single click. Marketing management of various organisations and
different industries consider the importance of this trend and transform it into a form of
marketing methodology. According to Tuten and Angermeier, (2013) social media marketing
greatly impacts on the behaviour, perception, attitude of customers. They consider this source as
easy and efficient sources as all the valuable information can be gathered with one single click.
Marketing management of organisations formulate attractive advertisements and promotions that
attracts the attention of user. In this way, the management of corporations able to deliver the
information to the customers.
Customers buying behaviour greatly affected since the organisations begins to use social
media as their marketing platform. As per Olof Lagrosen and Grundén, (2014) social media
10

marketing influences young generations more as compared old generations. As majority of youth
uses social media platform, the advertisements are specifically designed in order to attract them
towards the products and services of the organisation. Social media marketing is currently
trending in business organisations as it is efficient and effective mode of providing information
to the customers. Many large and small organisations change there perception of marketing and
shifted from traditional marketing methods to digital marketing methods. Whiting and Williams,
(2013) argued that social media marketing diverting the mind of users and forcing them to view
the advertisement of organisations first and after that they can view their content. For example,
while viewing video on YouTube, a user has to view the advertisement of products and services
of particular organisation. This impacts on his/her behaviour and it creates negative impression
on the organisation and social media platform (Jara, Parra and Skarmeta, 2014). Thus, social
media marketing influences both positively and negatively on the behaviour of customers.
Majority of customer get information of products and services of the organisation through
social media websites. According to Laroche, Habibi and Richard, (2013) marketers often shared
information related with the product information, offers, schemes and organisational event on
social media websites. The information reaches to large audience and gathering of audience
eventually increases. Digital media and marketing transforms the perception of marketing
management of both big and small organisations. Now with the help of one click, the
management can deliver the essential information to large amount of audience effectively and
efficiently. Armstrong and et.al., (2015) it is considered as boon for newly emerged organisation
as the management can promote about their services very efficiently. It helps in increasing the
brand loyalty and reputation of organisation. For instance, any organisation who have launched
new product or service can share this information on social media by creating organisation
personal account on the particular media. According to Tuten and Solomon, (2017) social media
marketing is form of digital marketing method through which business organisation promotes
their goods and services on social media platform. These platforms include various social media
websites like Facebook, Instagram, Twitter, Google+, etc. These are cheap and effective sources
of marketing and management can deliver information about their products and services to the
large number of people. This will aid in increasing the productivity and profitability of the
organisation. Thus, social media marketing impacts greatly on the behaviour of customers and
customer tends to attract towards the organisations. Further, with the help of social media
11

marketing and digital marketing organisations increases the productivity and profitability. In this
concern Leung, Bai and Stahura, (2015) said that with the help of social marketing
methodologies, organisations can move on the path of growth and development. Thus, it implies
that social media marketing is very important and essential for the organisations.
2.5 Conclusion
From the above discussion, it can be concluded that organisations have changed their
perception and marketing methods from traditional to digital marketing. Marketing is the
essential and important part of the organisation. It is the sources through which business
organisations promote their goods and services efficiently. There are various methods and
techniques which are used by marketing management of organisations in order to deliver the
information about the products and services to the customers. As huge portion of population
worldwide uses social media in their day to day life to interact, communicate and exchange
information from one another. Business organisations consider this as an opportunity and uses
social media to promote their goods and services. It helps in increasing the customer base,
profits, brand loyalty and productivity. Though, there are certain drawbacks which are associated
with the social media marketing. It is the responsibility and accountability of marketing
management of organisations to appropriately using social media as marketing tool. In this way,
the business can bloom and customers can be increase.
12

CHAPTER 3: RESEARCH METHODOLOGY
3.1 Introduction
Research methodology is the third chapter of dissertation in which the researcher
describes the plan which he/she created in order to conduct the following research project. It is
important chapter of dissertation as it provides a framework of the research study (Vaioleti,
2016). In this context, in research methodology, researcher will provide the research philosophy,
approach, design and strategy which he/she chooses for present study. Further, the methods from
which data has been collected by the researcher will be examined and method of sampling will
be described in this chapter. The mode through which researcher will analyse the data will be
identified in this chapter and limitation of research will be discussed.
3.2 Research Philosophy
Research philosophy is the belief or a way to which data will be collected, analyse and
interpreted. It is the outer layer of Saunder's onion and is the first element of research
methodology which is to be covered by the researcher (Flick, 2015). It is very important for
researcher to select appropriate research methodology for his or her research. (Flick, 2015).
There are four types of research philosophy and it is the duty and responsibility of researcher to
selects precise philosophy so that research can be conducted efficiently. In order to analyse the
impact of social media marketing on the business performance and customer behaviour of Hilton
Hotel, the researcher will use the positivism research philosophy. Positivism research philosophy
aid in analysing and observing various theories relevant to the topic of research. Positivism
research philosophy has been appropriate for the research study on analysing impact of social
media marketing on Hilton Hotel. Thus, this will assist in increasing the effectiveness of
research study and researcher will able to accomplish the aim and objectives of research project.
3.3 Research Approach
The general plan and procedures conducting research are known as research approaches.
There are three types of research approaches which are used by researchers so that they can
conduct dissertation effectively (Gordon, 2009). These are deductive, inductive and abductive
approaches. In the following dissertation to analyse the impact of social media marketing on the
business performance and customer behaviour of Hilton Hotel, researcher aim to select inductive
approach of research. Inductive research “involves the search for pattern from observation and
the development of explanations and theories for those patterns.” Inductive research approach
13

helps in analysing the theories and cases related with the dissertation. In this way, researcher able
to identify the source and meaningful information adequately.
3.4 Research Design
To answer the questions of research, it is mandatory for the researcher to select
appropriate research design. It is considered as the general plan to accomplish research
questions. There are various research design which are used by researchers in order to conduct
their research project efficiently (Blessing and Chakrabarti, 2009). In this context, the researcher
will aim to use explanatory research design to carry out the current dissertation. The design will
help in explaining the impact of social media marketing on performance of Hilton Hotel.
Explanatory research design aid in connecting ideas which help the researcher to explain what is
going in the whole dissertation. It is very important for the researcher to select most appropriate
and precise research design so that the effectiveness of the research can be increased. By using
explanatory design of research, the researcher will able to accomplish the aims and objectives of
research effectively and efficiently.
3.5 Research Strategy
In order to accomplish the goals and objectives of the dissertation, the researcher is
accountable for selecting the appropriate research strategy. The research strategy will aid in
conducting the research in precise manner (Gast and Ledford, 2009). There are seven types of
research approaches which are widely used by different researchers in order to conduct their
dissertation research. In this context, the researcher utilises both quantitative and qualitative
research approach in order to carry out the study on impact of social media marketing on the
performance of business and behaviour of consumer on Hilton Hotel, United Kingdom. Research
strategy is very important and essential and it is the responsibility and duty of researcher to
carefully selects the precise strategy of research so that the effectiveness of the research study
can be increase. In this way researcher able to accomplish the aims and objective of the research
study efficiently and effectively.
3.6 Data Collection Method
The process of gathering data and information is known as the data collection. There are
two sources of collecting data which are primary and secondary source. Primary source of data
collection is the first source in which researcher personally collects the relevant data and
information (Cooper, Hedges and Valentine, 2009). There are various methods through which
14

the primary data can be collected such as interviews, focus groups, survey, questionnaire, etc. In
the following dissertation, researcher aims to select questionnaire method in order to collect data
and information. The questionnaire has been provided to the employees and managers of Hilton
Hotel in London, United Kingdom. Both close and open ended questions has been asked to them
so that the impact of social media marketing on business performance and consumer behaviour
can be assessed efficiently. Secondary data is the data which is gathered from analysing books,
journals, articles written by senior scholars and researchers. The secondary data has been
collected from books, journals, magazines, newspapers and internet articles.
3.7 Sampling
Sampling is the process of taking small proportionate of data from large pool of
information. Sampling is very essential and important part of research. As it is very difficult for
the researcher to analyse large collected data. There are various methods of sampling and it
depends on the researcher which method he or she uses for their research. (Krishnaswamy,
Sivakumar and Mathirajan, 2009). Sampling is the process of taking small proportionate of data
from large pool of information. Researcher will use simple random sampling method in order to
analyse the collected data efficiently. The sample size of 50 respondents who were employees
and managers of Hilton Hotel. has been selected by researcher and after that analysis of data has
been made. Sampling is very essential part of research methodology. Sampling enables the
analysis of data efficiently and effectively. There are various methods of sampling and it is the
duty and responsibility of the researcher to selects precise and efficient method.
3.8 Data Analysis
Data analysis is the process of analysing, synthesising and interpreting the collected data
efficiently. It is important part of dissertation as it aims to identify significant patterns and trends
in the data and display these findings meaningfully (Buchanan and Bryman, 2009). In order to
increase the effectiveness of the research study, it is very important for the researcher to select
the method of data analysis precisely. In the following dissertation research analysis will be
done by using thematic analysis for qualitative data. In this researcher will construct themes of
questionnaire and interpret the data into meaningful information. This will help the end users and
researcher to comprehend the concepts and objective of the research efficiently. Thus, in this
way, researcher will able to accomplish the aim of dissertation appropriately.
15

3.9 Ethical Consideration
In order to analyse the impact of social media marketing on the performance of business
and customer behaviour of Hilton Hotel, researcher follows all the codes and guidelines
appropriately. Researcher informs the participants of research verbally about the aim and
purpose of research before providing them questionnaires (Ivanov, 2009). Further he/she takes
permission from the authority of Hotel before conducting research project. The protection of
confidentiality of research participants has been ensured by not disclosing their names and
positions. Researcher further ensured adequate level of privacy of research data. Thus, in this
manner researcher able to accomplish the aims and objectives of research.
3.10 Research Limitation
In order to conduct the research study on the impact of social media marketing on
business performance and behaviour of consumer, researcher faced various limitations which are
as follows: Formulation of aims and objectives: Research faced difficulty in formulating aim and
objective of following dissertation . It took a lot of time in deciding which aim and
objective could be appropriate for the particular research project. Collection of data: Researcher faced issues in choosing the right source of data and data
collection method. There are various method of collecting data and researcher faced
difficulty in choosing precise method that will fulfil the aim and objective of the research. Implementing data collection method: After selecting the appropriate method of
collecting data, another issues faced by the researcher was to implement the data
collection method. There were several thoughts that were floating in the mind of
researcher about the consequences of implementation data collection method. This
becomes limitation in the research.
 Unable to access secondary data: Researcher faced issue in order to gather secondary
data. There were several articles and journals which require access and password. Thus,
researcher has to avoid using those articles. This becomes limitation in the following
research project.
16

CHAPTER 4: DATA ANALYSIS AND FINDINGS
4.1 Introduction
Data analysis and findings is the most crucial and important chapter of dissertation. In
this chapter, researcher will examine and analyse the collected data. The chapter is divided into
three parts. The first part shows the analysis of primary data which has been collected by
researcher using questionnaire method. In second part, the analysis of secondary data will be
made in which researcher will analyse various books, journals and articles which shows impact
of social media marketing on performance and behaviour of customers of Hilton Hotel. In final
part, the researcher will discuss the results and outcomes of primary and secondary data.
4.2 Analysis of primary data
In order to analyse the primary data, the researcher uses thematic analysis. The questions
have been asked from employees and managers of Hilton Hotel in order to analyse the impact of
social media marketing on their performance and customer behaviour. Sample of 50
questionnaires has been selected randomly on which researcher analysed the primary data. In the
sample 40 were employees and 10 were managers. The themes and analysis is provided below:
Theme 1: Hilton hotel uses social media as a marketing tool.
Does your hotel uses social media as a marketing tool? Frequency
Yes 38
No 4
Not Sure 8
17

Interpretation: In the questionnaire survey with employees and managers of Hilton Hotel, the
question has been asked by researcher to acquire information about the use of social media as a
marketing tool. The sample of 50 questionnaires has been selected and researcher done analysis
on the basis of them. From the analysis of questionnaire sample, it was identified that 38
employees agreed with the statement and responded that Hilton Hotel uses social media as a
marketing tool. 4 employees did not agree with the statement and responded that Hilton Hotel
didn't use social media for advertising. From further analysis it was identified that 8 employees
were not sure whether Hilton Hotel uses social media for advertising or not. From this, it can be
understood that Hilton Hotel indeed uses social media as marketing tool to promote about their
services efficiently.
Theme 2: Very often Hilton hotel uses social media for promoting its services.
How often your hotel uses social media for promoting its services? Frequency
Very Often 30
Often 8
Never 3
Not Sure 9
18
Yes No Not Sure
0
5
10
15
20
25
30
35
40
38
4
8
Use of Social Media Marketing at Hilton Hotel
Frequency

Interpretation: In order to accomplish the aim and objectives of the dissertation, researcher
conducted questionnaire survey at Hilton Hotel of United Kingdom. The purpose of asking this
question is to gather the reviews of employees and managers about how often their hotel uses
social media for promoting its services. From the analysis of questionnaire sample, it was
identified that 30 employees agreed with the statement and responded that Hilton Hotel very
often uses social media for advertising. 8 employees responded that the organisation often or
minimum uses social media for advertising. 3 employees did not agree with the statement and
responded that Hilton Hotel never uses social media for advertising and 9 employees were not
sure often their hotel uses social media for promoting its services. Thus, this implies that
management of Hilton Hotel very often uses social media for promotion of services.
Theme 3: Hilton Hotel mostly use Facebook to promote its services.
Which social media platform your hotel mostly use to promote its
services?
Frequency
Facebook 33
Twitter 7
YouTube 6
LinkedIn 4
19
Very Often
Often
Never
Not Sure
0 5 10 15 20 25 30
30
8
3
9
Frequency

Interpretation: In the questionnaire survey with employees and managers of Hilton Hotel, the
question has been asked by researcher to acquire information about which social media platform
or website they prefer to use mostly. The purpose of this question is to gather the review about
which social media website is efficient for advertising the services of hotel. After analysing the
questionnaire sample, it was identified that 33 employees responded that their organisation uses
Facebook for promoting and advertising about the services of Hotel. 7 employees responded that
Hilton Hotel uses Twitter for social media marketing. 6 employees responded that YouTube has
been preferred by the organisation and 4 employees responded that their organisations uses
LinkedIn to promote their services efficiently. Thus, from the analysis, it can be understood that
marketing management of Hilton Hotel uses Facebook as social media marketing.
Theme 4: Social media marketing is important platform to promote services of hotel.
Do you find social media marketing important platform to promote
services of hotel?
Frequency
Yes 29
No 12
Not Sure 9
20
33
7
64
Social media platform used by Hilton Hotel
Facebook
Twitter
YouTube
LinkedIn

Interpretation: In order to accomplish the goals and targets of the dissertation, researcher
conducted questionnaire survey at Hilton Hotel of United Kingdom. The purpose of asking this
question is to gather the reviews of employees about the importance of social media marketing
for promotion. After analysing the questionnaire survey, it was identified that 29 employees
agreed with the statement and responded that social media marketing is very important for the
organisation in order to increase customers and profits. 12 employees did not agreed with the
statement and responded that social media marketing is not very important source of marketing.
9 employees were not sure whether social media marketing is important platform for promotion
or not. Thus, it implies that social media marketing is important and essential for Hilton Hotel.
Theme 5: Social media marketing influences the performance of business of Hilton Hotel.
Does the social media marketing influences the performance of business
of Hilton Hotel?
Frequency
Yes 42
No 4
Not Sure 4
21
Yes No Not Sure
0
5
10
15
20
25
30
29
12
9
Social media marketing is important platform to promote
services of Hilton Hotel
Frequency

Interpretation: At Hilton Hotel, researcher conducted questionnaire survey to gather the primary
data. The purpose of asking this question is to know whether social media marketing influences
the performance of business of Hilton Hotel or not. After analysing the questionnaire, it was
identified that 42 employees agreed with the statement and responded that social media
marketing influences the performance of Hilton Hotel efficiently. From further analysis, it was
identified that 4 employees did not agree with the statement and responded that social media
marketing did not influence the performance of business of Hilton Hotel. 4 employees were not
sure whether social media marketing influences the performance of business of Hilton Hotel or
not. Thus, from the above analysis, it can be understood that social media marketing influences
the performance of business of Hilton Hotel as the revenue and customers got increases after it.
Theme 6: Hilton Hotel able to generate more revenue after promoting its services on social
media websites.
Do the organisation able to generate more revenue after promoting its
services on social media websites?
Frequency
Yes 39
No 3
22
Yes No Not Sure
0
5
10
15
20
25
30
35
40
45 42
4 4
Social media marketing influences the performance of
business of Hilton Hotel
Frequency

Not Sure 8
Interpretation: In order to attain the aim and objectives of the dissertation, researcher conducted
questionnaire survey at Hilton Hotel of United Kingdom. The purpose of asking this question is
to gather the reviews of employees whether the management of Hilton Hotel able to increase
their profits after using social media marketing or not. From the analysis of questionnaire
sample, it was identified that 39 employees agreed with the statement and responded that profits
and productivity increases after advertising about the services on social media. 3 employees did
not agree with the statement and responded that Hilton Hotel unable to generate or maximise
profits after social media marketing. From further analysis, it was identified that 8 employees
were not sure whether organisation able to increase their profits level or not. Thus, from the
analysis, it was identified that Hilton Hotel able to promulgates its profits level by advertising on
social media websites.
Theme 7: Advertising done by your organisation on social media impacts on behaviour of
consumers.
Do advertising done by your organisation on social media impacts on
behaviour of consumers?
Frequency
Yes 26
23
Yes No Not Sure
0
5
10
15
20
25
30
35
40
39
3
8
Impacts on revenue of Hilton Hotel after using social media
marketing
Frequency

No 13
Not Sure 11
Interpretation: In the questionnaire survey with employees and managers of Hilton Hotel, the
question has been asked by researcher to acquire information about the impact on consumer
behaviour and attitude after seeing organisation advertisements on social media websites. From
the analysis of questionnaire sample, it was identified that 26 employees agreed with the
statement and responded that the advertisement on social impacts the behaviour of customers
positively. From further analysis, it was identified that 13 employees did not agree with the
statement and stated that behaviour and attitude of employees does not affect and 11 employees
for not sure whether the behaviour of employees affected by advertisement on social media or
not. From the above analysis, it can be understood that behaviour of customers got affected by
doing advertisement on social media.
Theme 8: Customer base increases after using social media marketing method.
Do the customer base increases after using social media marketing
method?
Frequency
Yes 37
24
Yes No Not Sure
0
5
10
15
20
25
30 26
13
11
Impact on consumer behaviour
Frequency

No 3
Not Sure 10
Interpretation: In order to accomplish the aim and objectives of the dissertation, researcher
conducted questionnaire survey at Hilton Hotel of United Kingdom. The purpose of asking this
question is to gather the reviews of employees and managers whether the amount of customers
increases after using social media marketing or not. From the analysis of questionnaire survey it
was identified that 37 employees agreed with the statement and said that customer base indeed
increases after using social media marketing. 3 employees did not agrees with the statement and
responded that customer base did not increase after social media marketing. From further
analysis it was identified that 10 employees were not sure whether the customer base increases or
not. Thus, from the above analysis it can be concluded that customer base surely increases after
advertising on social media.
Theme 9: Hilton Hotel have social media marketing monitoring analytics at hotel.
Do you have social media marketing monitoring analytics at hotel? Frequency
Yes 24
No 17
25
Yes
No
Not Sure
0 5 10 15 20 25 30 35 40
37
3
10
Frequency

Not Sure 9
Interpretation: In order to attain the aim and objectives of the dissertation, researcher conducted
questionnaire survey at Hilton Hotel of United Kingdom. The purpose of asking this question is
to gather the reviews of employees whether Hilton Hotel have social media marketing
monitoring analytics at hotel or not. In this context, 24 employees agreed with the statement and
responded that have social media marketing monitoring analytics at hotel. 17 employees did not
agree with the statement and responded that Hilton Hotel does not have social media marketing
monitoring analytics at hotel. From further analysis, it was identified that 9 employees were not
sure whether Hilton Hotel have social media marketing monitoring analytics at hotel or not.
Thus, it implies that Hilton Hotel have social media marketing monitoring analytics at hotel.
Theme 10: It is recommended to Hilton Hotel to seek for more social media platform through
which social media advertising of your organisation can be improved.
What will be your recommendation through which social media
advertising of your organisation can be improved?
Frequency
Encouraging customer feedbacks 13
Generate attractive advertisement 9
26
Yes
No
Not Sure
0 5 10 15 20 25
24
17
9
Social media marketing monitoring analytics
Frequency

Add more visuals and infographics 9
Seek for more social media platform 19
Interpretation: In the questionnaire survey with employees and managers of Hilton Hotel, the
question has been asked by researcher in order to gather employees recommendations to improve
the existing social media marketing done by Hilton Hotel. From the analysis of questionnaire
sample, it was identified that 13 employees recommends about encouraging customer feedbacks.
9 employees suggested to produce attractive advertisement. 9 employees recommends adding
more visuals and infographics to their advertisements and 19 employees suggested seeking for
more social media platform. Thus, from the above analysis, it can be concluded that majority of
employees recommends the management of Hilton Hotel to seek for more social media platform.
This will help the management to increase the customer base and profits. Further, it will also
promulgate the brand loyalty and aid in gaining competitive advantages. Thus, management of
organisation needs to consider all these recommendations in order to increase their productivity
and profitability.
27
13
9 9
19
Recommendations
Encouraging customer
feedbacks
Generate attractive
advertisement
Add more visuals and
infographics
Seek for more social media
platform

4.3 Analysis of secondary data
Social media marketing is the current trend that circulates tremendously in the business
organisations. Many organisations and industries transforms their perception of using marketing
methods and approaches. In the current era which is characterised by dynamism, each and every
organisations developing new means and modes of marketing so that they can maximise their
customer base efficiently (Sigala, Christou and Gretzel, 2012). After analysing books and
journals, it was identified that Hilton Hotel in United Kingdom uses social media and digital
marketing methods in order to advertise and promotes about the services and hotel efficiently.
From further analysis, it was identified that Hilton Hotel has its own Facebook page on which
the organisation promotes about the services they offer. There are various sources of social
media marketing and many websites that provides platform to the organisations on which they
can promote about the goods and services they manufactured. In this concern the marketing
management of Hilton Hotel of United Kingdom uses social media as a platform to deliver the
information about the services they offer to maximise the customer base and profits effectively
and efficiently (McCarthy, Stock and Verma, 2010). Due to development in field of
technologies, marketing management of business organisations formulate certain strategies that
helps them to promote their goods and services online through digital marketing and social
media marketing. Thus, business organisations improve their business performance and increases
their customer base by using social media as a marketing tool.
Authors and scholars proposed that now business organisations are transforming rapidly
and in order to meet the needs and expectations of customers, it is very important for the
management of the organisation to develop the quality of products and services (Evans, L.,
2010). The marketing management of Hilton Hotel of United Kingdom formulate specific
strategies so that the promotion of hotel can be made efficiently. Social media became essential
part of an individual life. According to estimates, the umber of worldwide social media users
reached 1.96 billion and is expected to grow to 2.5 billion by 2018. This implies that a huge
portion of worldwide population uses social media in their day to day life. One of the biggest
advantages of social media marketing is that it is entirely free to start. None of the largest
platforms have sign-up fees of any sort, so the only investment you’ll need to make is in the form
of time. Marketers often shares information related with the product information, offers, schemes
and organisational event on social media websites (Chen, Wang and Chu, 2011). The
28

information reaches to large audience and gathering of audience eventually increases. Thus, the
social media marketing greatly impacts on the business performance of Hilton Hotel. The
management able to generate ample amount of profits and the customer base also increases
efficiently. Customer tends to attract towards the impressive marketing scheme produced by the
marketing management of hotel. There are various platforms on which Hilton Hotel promotes
about their services. They mostly use Facebook, Twitter and YouTube to seek attention of
customers. This aid in generating more revenue, profits and organisation able to move on the
path of growth and development.
4.4 Discussion and findings
From the above analysis, it was identified that social media marketing is very important
and essential tool of marketing of goods and services of organisation. Majority of organisations
incorporating in United Kingdom uses social media as tool for marketing. In this context, Hilton
Hotel of UK also uses social media as a tool for marketing as per the analysis. It helps them to
promote their services to the larger audience and assist in increasing the profitability of the
organisation. Social media marketing has been very often used by the management of Hilton
Hotel. As in current era, many organisations using digital marketing for promotion as compared
to traditional marketing methods, Hilton Hotel of UK uses social media marketing for the same.
There are many platforms and social media websites on which organisations can promote about
their goods and services efficiently. In this context, Hilton Hotel mostly used Facebook and
Twitter to promote their services and deliver information to the large customer base. Social
media marketing is important tool for promotion of goods and services manufactured by the
organisations. In this aspect, majority of employees of Hilton Hotel feels the same as their
business productivity and profitability of the organisation. In order to sustain in the competitive
environment, it is very essential for the business organisation to think ahead of other
organisations. This will help in improving the overall performance of business incorporation. In
this context, social media marketing influenced the business performance of Hilton Hotel
positively. It is cost efficient and saves times and efforts of marketing managers of the
organisations. Social media marketing helps in generating ample amount of customers and
eventually profits of company increases. In this context, the management of Hilton Hotel able to
generate more revenue after promoting its services on social media websites. This helps them to
promulgates the performance of organisation. It is very essential for the organisation to creates
29

advertisement that does not harm the sentiments of customers. Hilton Hotel generates
advertisement that positively impacts on the behaviour and attitude of customers. This helps
them to increase the customer base effectively and efficiently. Social media marketing
monitoring analytics is a tool through which the marketing managers can monitor the amount of
advertisement displaying on different websites and amount of people who views their
advertisement. Hilton Hotel as established social media marketing monitoring analytics tool in
their organisation so that they can monitor the amount of advertisement and viewers adequately.
As technologies are rising rapidly, many organisations formulated and invested heavily in hi-tech
technology in order to improve the quality of advertisements. Further, many new social media
websites like Quora, etc. are emerging continuously. Thus, it is recommended to the
management of Hilton Hotel to seek for new websites and invest in new technologies so that
their performance can be enhanced and profitability can be increase.
30

CHAPTER 5: CONCLUSION AND RECOMMENDATIONS
5.1 Conclusion
Marketing is very important part of organisational activity. Without promotion and
advertising, business organisations will not be able to sustain in the competitive environment. In
this context, the following dissertation the researcher concentrates on the social media marketing
done by Hilton Hotel of United Kingdom in order to increase the customer base and profits. The
management of Hilton Hotel shifted from using traditional marketing approach and started using
digital marketing methods. In this way, this organisation is appropriate for conducting the
research study on impact of social media marketing on business organisation. Social media
marketing is form of digital marketing method through which business organisation promotes
their goods and services on social media platform. These platforms include various social media
websites like Facebook, Instagram, Twitter, Google+, etc. In this concern, researcher analyses
the impact of social media marketing on Hilton Hotel of UK.
The hotel has made effective use of social media marketing. Before June 2009, the Hilton
Hotel depends completely on traditional approach of marketing. Due to increase in the
competition and decreasing customer base, the management of hotel developed new and better
ways to promote their services. This gives birth to the social media marketing strategies. It
results to be better and organisation able to increase the customer base efficiently. The
organization makes efficient use of social media advertising. In this context, researcher
implemented appropriate method of dissertation. In first chapter, brief introduction has been
provided. It helps end users to understand and comprehend aim and objectives of dissertation.
Authors and scholars proposed that in the present era, technological development is rising
rapidly and ceaselessly. Majority of business organisations shifted their perception from using
traditional marketing methods to using digital marketing methods. Digital marketing methods
helps the organisations to advertise their products efficiently and adequately.
As per the views of authors internet not only helps people to communicate with each
other, but also assist business organisations to promote and deliver information about the
products and services they manufactured efficiently. Social media marketing is currently
trending in business organisations as it is efficient and effective mode of providing information
to the customers. Social media marketing is changing the perception of marketing. As compared
to traditional methods of marketing, digital marketing methods are more effective and
31

appropriate that aid in saving time and cost of organisation. As majority of population in the
world have access to popular social media websites like Facebook, Yahoo, Twitter, YouTube,
etc. Though many scholars have different thoughts about using social media marketing. Scholars
identified various disadvantages of using social media marketing. It can degrade the reputation of
organisations and can impact on behaviour of consumer. Further, users can write negative
feedbacks for any organisation and it can be visible to other people. This negatively impacts on
growth and development of company. In today's era, social media is blooming all over the world.
It helps in connecting people who are living different areas, states or country easily and
efficiently. Further, social media is also considered as boon for business organisations. They can
advertise, promote and deliver appropriate information about the products and services they
manufactured or produced precisely.
In this context, Hilton Hotel of UK also uses social media as a tool for marketing as per
the analysis. It helps them to promote their services to the larger audience and assist in increasing
the profitability of the organisation. Social media marketing has been very often used by the
management of Hilton Hotel.
5.2 Recommendations
Recommendations are the suggestions which are provided by the researcher to the client
organisation to improve their performance and increase their productivity. After analysing the
case of Hilton Hotel, various recommendations are provided by researcher so that they can
robust thier existing social media marketing approaches efficiently. The recommendations are
listed below: Taking advantage of own website: In order to improve the social media marketing, it is
recommended to the management of Hilton Hotel to take advantage of own offical
website (http://www.hilton.com/top-destinations/london-hotels). By linking personal
website or sharing link of personal website on social media websites like Facebook or
Twitter, the management will able to increase their customers. Coax new life into old content: It is being advised to the management of Hilton Hotel to
hire new staff or train thier existing staff so that they can write new and fresh content
that describes the elegancy of hotel efficietnly.
32

 Search for more social media websites: It is suggested to the management of Hilton
Hotel to create market research and search for new websites on which they can promote
and advertise about thier services efficeintly.
 Improving own page: The official website of hotel needs improvements so that more
and more customers can be attracted towards it. Thus, it is recommended to them to
make efforts to improve their own official websites in order to give detail information
about the services of hotel efficiently.
 Participate in customer conservation: On social media platforms, management must
participate in customer conservations. This will help in gaining real time customer
feedbacks and hotel can improve efficiently.
33

REFERENCES
Books and Journals
Agnihotri, R. and et.al., (2016). Social media: Influencing customer satisfaction in B2B
sales. Industrial Marketing Management, 53, pp.172-180.
Armstrong, G., and et.al., (2015). Marketing: an introduction. Pearson Education.
Ashley, C. and Tuten, T., (2015). Creative strategies in social media marketing: An exploratory
study of branded social content and consumer engagement. Psychology &
Marketing, 32(1), pp.15-27.
Balakrishnan, B.K., Dahnil, M.I. and Yi, W.J., (2014). The impact of social media marketing
medium toward purchase intention and brand loyalty among generation Y. Procedia-Social
and Behavioral Sciences, 148, pp.177-185.
Blessing, L.T. and Chakrabarti, A., (2009). DRM, a design research methodology. Springer
Science & Business Media.
Buchanan, D. and Bryman, A. eds., (2009). The Sage handbook of organizational research
methods. Sage Publications Ltd.
Chang, Y.T., Yu, H. and Lu, H.P., (2015). Persuasive messages, popularity cohesion, and
message diffusion in social media marketing. Journal of Business Research, 68(4), pp.777-
782.
Chen, Y.C., Wang, W.C. and Chu, Y.C., (2011). A case study on the business performance
management of Hilton Hotels Corp. International Business Research, 4(2), p.213.
Cooper, H., Hedges, L.V. and Valentine, J.C. eds., (2009). The handbook of research synthesis
and meta-analysis. Russell Sage Foundation.
Evans, L., (2010). Social media marketing: strategies for engaging in Facebook, Twitter & other
social media. Pearson Education.
Flick, U., (2015). Introducing research methodology: A beginner's guide to doing a research
project. Sage.
Gast, D.L. and Ledford, J.R. eds., (2009). Single subject research methodology in behavioral
sciences. Routledge.
Gordon, T.J. ed., 2009. Futures Research Methodology-Version 3-0. Editorial desconocida.
Hays, S., Page, S.J. and Buhalis, D., (2013). Social media as a destination marketing tool: its use
by national tourism organisations. Current issues in Tourism, 16(3), pp.211-239.
Hudson, S., and et.al., (2016). The influence of social media interactions on consumer–brand
relationships: A three-country study of brand perceptions and marketing
behaviors. International Journal of Research in Marketing, 33(1), pp.27-41.
Ivanov, D., (2009). DIMA—A research methodology for comprehensive multi-disciplinary
modeling of production and logistics networks. International Journal of Production
Research, 47(5), pp.1153-1173.
Jara, A.J., Parra, M.C. and Skarmeta, A.F., (2014). Participative marketing: extending social
media marketing through the identification and interaction capabilities from the Internet of
things. Personal and Ubiquitous Computing, 18(4), pp.997-1011.
Krishnaswamy, K.N., Sivakumar, A.I. and Mathirajan, M., (2009). Management research
methodology: integration of principles, methods and techniques. Pearson Education India.
Kumar, V., and et.al., (2013). Practice prize winner—creating a measurable social media
marketing strategy: increasing the value and ROI of intangibles and tangibles for hokey
pokey. Marketing Science, 32(2), pp.194-212.
34

Laroche, M., Habibi, M.R. and Richard, M.O., (2013). To be or not to be in social media: How
brand loyalty is affected by social media?. International Journal of Information
Management, 33(1), pp.76-82.
Leung, X.Y., Bai, B. and Stahura, K.A., (2015). The marketing effectiveness of social media in
the hotel industry: A comparison of Facebook and Twitter. Journal of Hospitality &
Tourism Research, 39(2), pp.147-169.
Luo, X. and Zhang, J., (2013). How do consumer buzz and traffic in social media marketing
predict the value of the firm?. Journal of Management Information Systems, 30(2), pp.213-
238.
Lyon, F., Mšllering, G. and Saunders, M.N. eds., (2015). Handbook of research methods on
trust. Edward Elgar Publishing.
McCabe, M.B., 2017. Social media marketing strategies for career advancement: An analysis of
LinkedIn. Journal of Business and Behavioral Sciences, 29(1), p.85.
McCarthy, L., Stock, D. and Verma Ph D, R., (2010). How travelers use online and social media
channels to make hotel-choice decisions.
Olof Lagrosen, S. and Grundén, K., (2014). Social media marketing in the wellness industry. The
TQM Journal, 26(3), pp.253-260.
Saunders, M., Lewis, P. and Thornhill, A., (2015). Research Methods For Business Students, np:
Harlow: Financial Times Prentice Hall, 2009. Library catalogue (Lovisa), EBSCOhost,
viewed, 30.
Schulze, C., Schöler, L. and Skiera, B., (2015). Customizing social media marketing. MIT Sloan
Management Review, 56(2), p.8.
Sessler, D.I. and Imrey, P.B., (2015). Clinical research methodology 1: Study designs and
methodologic sources of error. Anesthesia & Analgesia, 121(4), pp.1034-1042.
Sigala, M., Christou, E. and Gretzel, U. eds., (2012). Social media in travel, tourism and
hospitality: Theory, practice and cases. Ashgate Publishing, Ltd.
Tiago, M.T.P.M.B. and Veríssimo, J.M.C., (2014). Digital marketing and social media: Why
bother?. Business Horizons, 57(6), pp.703-708.
Tuten, T. and Angermeier, W., (2013). Before and beyond the social moment of engagement:
Perspectives on the negative utilities of social media marketing. Gestion 2000, 30(3),
pp.69-76.
Tuten, T.L. and Solomon, M.R., (2017). Social media marketing. Sage.
Vaioleti, T.M., (2016). Talanoa research methodology: A developing position on Pacific
research. Waikato Journal of Education, 12(1).
Vinerean, S., and et.al., (2013). The effects of social media marketing on online consumer
behavior. International Journal of Business and Management, 8(14), p.66.
Wach, K., (2014). Research Methodology of the Field Study on the Firm-Level
Internationalisation in Visegrad Countries (chapter 2). Duréndez, A., & Wach, K.(2014).
Patterns of Business Internationalisation in Visegrad Countries–In Search for Regional
Specifics. Cartagena: Politencina Universitad de Cartagena, pp.33-42.
Wan, X., Liu, J. and Tong, T., (2014). Estimating the sample mean and standard deviation from
the sample size, median, range and/or interquartile range. BMC medical research
methodology, 14(1), p.135.
Whiting, A. and Williams, D., (2013). Why people use social media: a uses and gratifications
approach. Qualitative Market Research: An International Journal, 16(4), pp.362-369.
35

Zhu, Y.Q. and Chen, H.G., (2015). Social media and human need satisfaction: Implications for
social media marketing. Business horizons, 58(3), pp.335-345.
Pritchard, M.P. and Howard, D.R., (2015). Measuring loyalty in travel services: A multi-
dimensional approach. In Proceedings of the 1993 World Marketing Congress (pp. 120-
124). Springer, Cham.
Online
Nations, D., 2017. What Is Social Media? Explaining the Big Trend. [Online]. Available
through:<https://www.lifewire.com/what-is-social-media-explaining-the-big-trend-
3486616> [Accessed on 1st March 2018]
Social Media Marketing. 2017. [Online]. Available
through:<http://bmpinfology.com/services/social-media-marketing/> [Accessed on 1st
March 2018]
Number of social media users worldwide from 2010 to 2021 (in billions). 2017. [Online].
Available through:<https://www.statista.com/statistics/278414/number-of-worldwide-
social-network-users/> [Accessed on 1st March 2018]
36

APPENDIX A
QUESTIONNAIRE TO EMPLOYEES AND MANAGERS
Q1. Does your hotel uses social media as a marketing tool?
 Yes
 No
 Not Sure
Q2. How often your hotel uses social media for promoting its services?
 Very Often
 Often
 Never
 Not Sure
Q3. Which social media platform your hotel mostly use to promote its services?
 Facebook
 Twitter
 YouTube
 Instagram
 LinkedIn
Q4. Do you find social media marketing important platform to promote services of hotel?
 Yes
 No
 Not Sure
Q5. Does the social media marketing influences the performance of business of Hilton Hotel?
 Yes
 No
 Not Sure
Q6. Do the organisation able to generate more revenue after promoting its services on social
media websites?
 Yes
 No
 Not Sure
37

Q7. Advertising done by your organisation on social media impacts on behaviour of consumers?
 Yes
 No
 Not Sure
Q8. Do the customer base increases after using social media marketing method?
 Yes
 No
 Not Sure
Q9. Do you have social media marketing monitoring analytics at hotel?
 Yes
 No
 Not Sure
Q10. What will be your recommendation through which social media advertising of your
organisation can be improved?
 Encouraging customer feedbacks
 Generate attractive advertisement
 Add more visuals and infographics
 Seek for more social media platform
38