Impact of Social Media Marketing on Business - Hilton Hotel
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Added on 2020-07-23
Impact of Social Media Marketing on Business - Hilton Hotel
Added on 2020-07-23
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Dissertation
ACKNOWLEDGMENTI would like to thank my teachers and mentors to guide me appropriately in the followingdissertation. I would like to express my gratitude towards my friends, family and supporters forproviding me direction towards accomplishment of goals and objectives of dissertation. With thehelp of their guidance and mentoring I was able to accomplish the aim of research study andcompleted my dissertation timely.
AbstractThe following dissertation is about analysing the impact of social media marketing on thebusiness performance of Hilton Hotel. In today's era, social media is blooming all over theworld. It helps in connecting people who are living different areas, states or country easily andefficiently. In the following dissertation, researcher uses precise research methodology toaccomplish the aims and objectives of research study. In order to achieve the purpose ofresearch, the researcher uses explanatory research design. The researcher uses inductiveresearch approach. Further in this research study, researcher utilises positivism researchphilosophy. In the present dissertation, the researcher will use both the qualitative andquantitative strategy. Data has been collected from two sources which are primary and secondarysources. 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 theemployees and managers of Hilton Hotel. Majority of organisations incorporating in UnitedKingdom uses social media as tool for marketing. A sample of 50 employees has been taken inorder to analyse the data. Hilton Hotel of UK also uses social media as a tool for marketing asper the analysis. It helps them to promote their services to the larger audience and assist inincreasing the profitability of the organisation. Social media marketing positively impacts on tesales performance and customer base at Hilton Hotel.
CHAPTER 1: INTRODUCTION1.1 Title“To analyse the impact of social media marketing on business performance: A case study ofHilton Hotel”.1.2 IntroductionMarketing is the essential and important part of the organisation. It is the sources throughwhich business organisations promote their goods and services efficiently. There are variousmethods and techniques which are used by marketing management of organisations in order todeliver 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 changingthe perception of marketing department of business organisations. From traditional modes ofmarketing, 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 thebusiness performance of Hilton Hotel. The Hilton Hotel is one of the renowned and elegant hoteloperating its business operations in United Kingdom. The management of Hilton Hotel shifted from using traditional marketing approach andstarted using digital marketing methods (Pritchard and Howard, 2015). In this way, thisorganisation is appropriate for conducting the research study on impact of social mediamarketing on business organisation. Social media marketing is form of digital marketing methodthrough 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 deliverinformation about their products and services to the large number of people (Olof Lagrosen andGrundén, 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 helpthe end users to comprehend the concepts efficiently. Further, critical analysis of literature willbe made and on the basis of it appropriate recommendations and suggestions will be provided bythe researcher.1.3 Background of researchIn today's era, social media is blooming all over the world. It helps in connecting peoplewho 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 canadvertise, promote and deliver appropriate information about the products and services theymanufactured or produced precisely. In this concern, the researcher aim to analyse impact ofsocial media marketing on Hilton Hotel of United Kingdom. The hotel has made effective use ofsocial media marketing. Before June 2009, the Hilton Hotel depends completely on traditionalapproach of marketing (Pritchard and Howard, 2015). Due to increase in the competition anddecreasing customer base, the management of hotel developed new and better ways to promotetheir services. This gives birth to the social media marketing strategies. It results to be better andorganisation able to increase the customer base efficiently. In this way, appropriate researchapproach and methodologies will be used by the researcher in order to accomplish the aim andobjectives of dissertation.1.4 Rationale of StudyThe motive of research study is to analyse the impact of social media marketing on thegrowth and development of Hilton Hotel of UK. How social media and digital marketingtechniques outshine the traditional marketing methodologies will be analysed in this dissertation.In this context, the researcher will investigate the organisation efficiently and gather the adequateinformation in appropriate manner. Hilton Hotel sales has been influenced greatly afterimplementation of social media marketing. Thus, researcher will analyse the impact of socialmedia marketing. After analysing the information, the researcher will provide the bestrecommendations that will guide the management of Hilton Hotel to overcome their weaknessesand 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 willable to understand the importance of social media marketing and can implement measures toimprove their existing marketing techniques. Further, the research study will provide anopportunity to the researcher as he or she can get to know about Hilton Hotel and it's marketingpractices. This will enhance the knowledge and skills of researcher efficiently. The researchstudy will assist the end users by educating them about the marketing management of HiltonHotel. 1.6 Aim and objectivesAim2
“To analyse the impact of social media advertising on customer behaviour at Hilton hotel”ObjectivesWith 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 QuestionsResearch questions are essential part of dissertation. In this context below are theresearch 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 mediamarketing and promotion techniques? 1.8 Structure of DissertationIn order to conduct the dissertation in appropriate and efficient manner, it is veryimportant and essential for the researcher to construct a precise structure. In this part, thestructure of dissertation will be describe by the researcher. The structure of dissertation is listedbelow:Chapter 1: Introduction- This is the first chapter of dissertation where researcherprovides brief overview of the research title, background, purpose, aim, objectives andsignificance of research study. It is very important chapter of the dissertation asintroduction provides pathway to users and they can comprehend the motive of researchstudy efficiently.Chapter 2: Literature Review- This chapter demonstrates that researcher will conduct theresearch 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 whichthe researcher demonstrate the approach and methodologies used by him/her in order tocarry out the research project effectively and efficiently. Research methodologies3
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, theresearcher converts the collected data into meaningful information by using variousapproaches and techniques. The overarching aim is to identify significant patterns andtrends in the data and display these findings meaningfully.Chapter 5: Conclusion and Recommendations- This is fifth and last chapter ofdissertation in which researcher provides a brief synopsis of the research study and topic.After analysing the issues, researcher provides efficient recommendations so that enduser can improve effectively.1.9 Framework and AnalysisThis part will demonstrate the research framework which will be implemented byresearcher. In order to accomplish aim and objectives of research, it is very essential forresearcher to construct framework of research efficiently. In this aspect, research framework forpresent study is described below:Research Design: In order to achieve the purpose of research, the researcher will useexplanatory research design (Wach, 2014). The design will help in explaining the impactof social media marketing on performance of Hilton Hotel.Research Approach: In the following dissertation, the researcher will use inductiveresearch approach. This approach will aid in formulating and analysing theories emergingfrom data. This will further lead to identification of impact of social media marketing onbehaviour of customers of Hilton Hotel.Research Philosophy: In the following research study, researcher aims to use positivismresearch philosophy. The positivism philosophy is highly structured and effective andresearcher 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 qualitativeand quantitative strategy. In this manner, he/she will able to accomplish the aim andobjective of the research project effectively and efficiently.Data Collection: Data collection is process of gathering relevant data for conductingresearch project. Data can be collected from two sources which are primary and4
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