Social Media Marketing Influence On Brand Image Of Hilton Hotel Study
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Added on 2020-02-05
Social Media Marketing Influence On Brand Image Of Hilton Hotel Study
Added on 2020-02-05
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INFLUENCE OF SOCIAL MEDIAMARKETING ON BRAND IMAGEOF BUSINESS
TABLE OF CONTENTSRationale of the study................................................................................................................1Research Aim.............................................................................................................................1Literature Review......................................................................................................................1Research philosophy..................................................................................................................3Research approach....................................................................................................................4Research nature.........................................................................................................................4Research strategies....................................................................................................................5Research techniques..................................................................................................................5Sampling.....................................................................................................................................6Time frame.................................................................................................................................6Ethical and accessibility issues.................................................................................................7Implementation time plan.........................................................................................................7REFERENCES................................................................................................................................9APPENDIX....................................................................................................................................11
Rationale of the studyThe main reason behind carrying out the present study will be “To assess the influence ofsocial media marketing on brand image of business”. Further, for conducting research HiltonHotel UK will be chosen as one of the organization where business is indulged into practices ofdelivering various types of services in the hospitality sector (About us, 2016). Apart from this,competition level is quite high in the market due to which businesses have to deal with largenumber of challenges (UK hotels forecast, 2016). Moreover, the challenging businessenvironment prevents business from accomplishing its desired aim and objectives. With themotive, to deal with the market issues social media is one of the most commonly adopted tools(Tsimonis and Dimitriadis, 2014). Through this, technique it becomes easy to understand aboutthe taste and requirement of target market. Social media practices of Hilton hotels are quiteeffective in the form of information sharing with the help of Facebook and twitter where crucialinformation linked with products and services is shared by company with its target market. Inshort, it has become one of the main reasons behind success of Hilton hotel in the market and inturn business is able to deal with challenges in long term (Dragon, 2013). Social media hasallowed modifying services as per social trends of the customers and has enhanced profitabilitylevel also. Research AimThe main aim behind carrying out the present study will be “To assess the influence ofsocial media marketing on brand image of business: A study on Hilton Hotels UK”. Objectives: Following will be the objectives for the study which are as follows:To analyze the effectiveness of social media in building relationship with target market.To determine the impact on social media practices on brand image of Hilton Hotel UKTo recommend the ways through which brand image of Hilton hotel can be enhancedthrough better social media practicesLiterature ReviewIn the modern era social media is one of the most commonly adopted tool in the marketfor promotion of products (McFarland, 2015). Further, it is well known fact that companies areoperating in the market where competition level is quite high and large numbers of hurdles arepresent. Apart from this, providing proper information to the customers in relation with the1
products is necessary for enterprise and this directly assists in accomplishment of long term aimsand objectives. As per view of Bowen and Ozuem (2014) social media as a tool is quite effectivewhere businesses operating in the market can better understand requirement of its customers. Inshort, it allows company to gain competitive advantage and in turn it becomes easy to deal withthe challenges being present in the business environment (Bowen and Ozuem, 2014). Hospitality companies provide information in relation with the services of the businessand other type of data such as service modification, discount and other offers. Through this itbecomes easy to retain customers for longer period of time. Further, it is well known fact that forbusinesses satisfying need of target market is one of the toughest tasks and it is possible whenlarger efforts are applied in promotion and marketing of products. However, Bravo, Montanerand Pina (2012) argued that practices associated with social media allows business todifferentiate its products from those of customers in the market and in turn acts as developmenttool for the organization (Bravo, Montaner and Pina, 2012). One of the key advantages of usingsocial media is wide coverage where information can be easily shared with large number ofcustomers. Moreover, before purchasing any type of product or service consumer search forareas where information linked with product is easily available. Further, by using informationproducts are purchased which well suits with the requirement of the target market. According toHajli and Nick (2015), social media practices have encouraged businesses to survive in thecompetitive market for longer period of time and have allowed companies to become leader also.Social media marketing has direct impact on the brand image of business where entireranges of products are perceived positively by target market and this creates unique position ofproduct in their minds. Apart from this, it becomes possible for organization to boost salesvolume by highlighting all the key benefits of the product. In short all the desired goals alongwith objectives of the business can be accomplished easily by focusing on social media toolssuch as Facebook, twitter, etc. Further, by indulging into social media practices it becomes easyfor enterprise to take feedback from customers in relation with products and services. As perview of Jeff and et.al.,(2014), business can easily assess its market performance through socialmedia by knowing whether customers are satisfied with its products or not. Generally marketingwith the help of other tools such as advertisement through newspaper, television is not effectiveand sometime it may not influence purchase behavior of customers (Jeff and et.al.,2014).2
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