Impact of Social Media Marketing on Customer Perception
Carry out sustained research investigation and provide evidence against assessment criteria.
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Added on 2020-07-22
Impact of Social Media Marketing on Customer Perception
Carry out sustained research investigation and provide evidence against assessment criteria.
Added on 2020-07-22
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RESEARCHPROJECT
Table of ContentsTOPIC : ' To analyse impact of social media marketing on customer perception- A case study onHilton Hotel '....................................................................................................................................1TASK 1............................................................................................................................................11.1 outline for the research project..............................................................................................11.2 factors used in research project process................................................................................21.3 critical review of key references...........................................................................................31.4 specification for the research project....................................................................................41.5 appropriate plan and procedures for research specification..................................................6TASK 2............................................................................................................................................72.1 resources for research hypothesis or questions.....................................................................72.2 investigation for the research................................................................................................82.3 record and collection data.....................................................................................................93.1 appropriate research techniques..........................................................................................113.2 analyse and interpretation...................................................................................................113.3 recommendations and justification.....................................................................................14TASK 3..........................................................................................................................................144.1 presentation.........................................................................................................................15REFERENCES..............................................................................................................................16
TOPIC : ' Effect of social media marketing on the perception of consumes forthe Hilton Hotel:TASK 1LO11.1 Outline for the research projectBackground of the research : the most effective and influencing tool which helps topromote products and services of an organisation is through social media. It providesmany facilities such as to share information, personal experience, ideas and interests ofan individual using virtual communities and networks. Input of community, sharingcontent, merger, and interaction is done by the channel of online collection. (Bowen andOzuem, 2014). Moreover, this also helps in the identification of customer choice byimplementing different images, pictures and advertisements on websites or social media.In the current report the organisation taken for the research project is ' Hilton Hotel 'which deals in hospitality sectors with several functions to meet its customer’s needs.The hotel serves its services on international platform to perceive operations andfunctions to determine profitable results in business.Purpose of research for the organisation: The motive of this research is to learn theimpact of social media marketing on perception of consumer in respect to Hilton Hotel.The basic need or demand of every customer is to get a high quality services and productsat affordable price (Bravo, Montaner and Pina, 2012). The social media is an effectiveand wide platform for an organisation to grow its business by collecting different types ofinformation regarding customer choices and their preferences. Impact of social mediamarketing can be judged by the activities which tell about consumer preferences and theirperceptionc. It focuses on the major factors that impacts on customer satisfaction by theservices and products offered by the organisation.aaAim : To analyse effect of marketing socially on perceptions of customer- A case studyon Hilton HotelaaStudy motives:To analyse the effect of marketing socially on perception of consumer.To analyse the factors that affects the customer perception 1
To understand the effectiveness of social media marketing that attracts customers towardshotel HiltonTo recommend the improvements for organisation to enhance their performance throughsocial media marketing aaresearch questions : Classification of the research question in following ways:a)What are the factors that affects the customer perception?b)What are the impacts of social media marketing on customer perception?c)How social media marketing is effective in attracting the customers towards hotel Hilton?1.2 Factors used in research project process The factors that are considered in the selection process of research project are as follows:Interest:the interest of an investigator is the most important factor to conduct research. Ithelps to analyse the impact of the social media on the customer preference. Theresearcher here wants to gain knowledge about the customer perception influenced bysocial media marketing which will result in knowing the impact of customer preferenceon the business environment.Benefit: the current research project has given several benefits to the researcher, to knowand assess the basic needs of the customers within the organisation. In addition, toidentify the effect of marketing socially towards the customer perception for the effectiveworking of the organisation (Fowler, 2009).Experience:the research project helps to enhance the knowledge and understanding ofthe researcher towards the report. It also helped to analyse the strategies taken by theorganisation and the areas of improvements and to know the requirement to make theresearch project. Explore:It will help to gain more knowledge about the customer which will positivelyaffect in meeting objectives of organisation and using innovative ideas in business.Resource availability:the investigators had appropriate resources available to conductthe research program in the business environment. In addition to this, the availability ofhuman resources and other resources helps to provide effective and efficient informationtowards the impact of social media marketing and customer perception (Hajli and Nick.,2015).2
1.3 Critical review of key referencesaaTheme 1 : To analyse the impact of social media marketing on customer perceptionAccording to the Jeff and et.al., (2014), Social media can be used in the businessactivities of the organisation and in marketing styles of the company. Mainly social media isused to make the customers satisfied. The process of gaining traffic or attention by publishingimages, pictures, videos and advertisements of a particular sector or thing. The platform that isused to promote a product or service of an organisation using digital marketing and e-marketingto make the products popular. On the other hand the author Luttrell (2014), argued that socialmedia marketing can give a positive as well as negative impact on the customer mind which canchange their perception towards the products, services, etc. it is very important for anorganisation to create a good and reliable brand image to attract and retain the customers. Manyconsumer uses social media to know about the organisation which can change their perception.Social media can give much information about the perception of the customers.As per the views of (Manion, Cohen and Morrison (2007), commented that there arevarious advantages of social media marketing which can influence the customer perception cancause the beneficial needs and demands of the customers. This will help the organisation ' HotelHilton ' to know the improvement areas to serve the quality products and services to satisfy thecustomers. It will help to take the information from the customers to work on it and to providethe suitable products and services. However, the Rajagopal (2013), Changing operations oforganisation will be needed to make changes in social media marketing to give the effective andefficient channel for clear communication for the improvements or the changes in the productsand services. The launch of new products can be easily made by social media which will help togain high income and profits. It will help to know perception of consumer.aaTheme 2 : To analyse the factors that affects the customer perception Sasmita and Suki (2015) stated that the social media marketing affects the customer'sperception in negative and positive manner. It helps to face the challenges to improve thecustomer services by the organisation. To develop the effective outcomes and performance thereare six major factors that will affect the customer perception. As per the Saunders, (2003),argued that social media is helpful in getting feedback by online measures and it will be learnedthat what are the problems that are faced by the hotel. For attracting the customers various social3
media sites can be used. have been commonly used by the businesses to make the strategies foronline shopping to lessen their competition.According to the Sreedharan (2007), stated that the use of social media marketing by thecustomers will help the Hotel Hilton to offer the packages and other offerings at a lower price tobeat the customers. The pictures and videos of the hotel posted on the website helps to gain theattraction of individual. Moreover, the Städtler (2011), stated that there are psychological factorsas well that affects the customer perception. The Strategy should be framed accordingly and usedfor promoting the business Online, deals offered to the customers. aaTheme 3 : To understand the effectiveness of social media marketing that attractscustomers towards hotel HiltonAccording to the Stake (2005), the importance of social media marketing to attract thecustomers towards Hotel Hilton to enhance the productivity of the organisation. It is a good method use in interacting customers to know their perceptions. It can be beneficial tomake the customers hold or stuck to a brand which will increase the brand loyalty. On the otherhand the Tracy (2012), commented that the social media marketing has a great contribution inexpanding business and having good interaction with the consumers. Promotion of services canhelp to build the strong brand image.1.4 Specification for the research projectResearch methodologyMotive: To analyse the impact of social media marketing on consumer behaviour: A Study onHilton Hotel.Introduction: In present era the use of social media tools is highly impressive which provides asustainable development. With an effective consideration of diverse social media platforms thecustomer engagement can be advanced. It also facilitates in delivering reliable and valid productknowledge to customers. Attracting customers by using innovative ideas is very useful forgaining profits and income for organisation.Research ObjectivesEffect of social media on perception of consumers. Factors that affects the customer perception 4
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